By Travis Hafer, Marketing Consultant, Naked Lime Marketing
You come home from work and all you want to do is sit down to watch Netflix. You used to dread scrolling through a variety of movies and shows you had no interest in. It took up time and the number of choices overwhelmed you.
Today, when you sign on, movies and shows of interest are served right to you, making your choice quick and easy. Through data and behavioral patterns, Netflix knows the interests of every one of its users. They use that information to create a personalized consumer experience.
Netflix is one of many retailers raising the bar when it comes to crafting relevant content and experiences for consumers. Major retailers have caught the attention of consumers because of the way they market, showing consumers what they want, when they want it.
So, how can you ensure something is relevant and personalized to a consumer? One word: data. While data can be overwhelming, it allows you to use past behavior to predict future actions – and profit from them. Data analysis has become critical to effective marketing. It’s how dealers know their customers’ wants, needs, and expectations. The more you know about your customer, the more likely your messages are to resonate.
Demographic data such as age, income, home ownership, number of children, and vehicle ownership can be used to define customer groups. The behavior of these groups can help predict vehicle purchasing patterns, allowing you to develop an appropriate marketing strategy. Picture this: John is a 28-year-old college graduate, living in a modern, downtown apartment. Just 15 miles away, you have Susan, a 30-year-old mother of three living in a quaint suburb. The individuals are around the same age and live in roughly the same location but would have completely different sets of interests and needs. Therefore, you cannot simply market based on location or age alone.
You wouldn’t do the bare minimum when trying to sell or service a vehicle, so why would you do the bare minimum when it comes to your marketing strategy? Be relevant by talking to your customers like you already know who they are and what they want and need.
Learn how to use the right data to create relevancy and drive action by attending Travis Hafer’s session at Digital Dealer 27 Conference& Expo (Aug. 19-21, 2019 in Las Vegas).
About the Author
Travis Hafer began his automotive career in 2002 with Dave Arbogast Buick-Pontiac-GMC in Troy, OH. His experience in the automotive industry continued when he became an integral part of the Naked Lime sales team in 2011, specializing in presenting the consultative, full-service vision Naked Lime has built for dealerships. Travis is now serving as the Naked Lime marketing consultant in NE Florida and continuing to assist his dealers in becoming digital leaders in their markets.
