Our most recent webinar, part of a series we created with Motorvise, focused on Data as a driver for sales and retention for car dealerships. In his latest post, co-host and Black Lab Digital’s Director, James Starkey has put together a brief recap of the highlights. For a more detailed exploration, download our guide.
It’s no secret that today’s consumers, whether millennial, Gen Z, Gen Y to name but a few, demand personalised approaches that are delivered through their preferred channels and at convenient times. Brands that fail to meet these expectations risk alienating future prospects and even existing customers.
Our recent webinar series in collaboration with Motorvise explored the many ways that dealership transformation, evolution and growth can occur with the adoption of a well-oiled (pardon the pun) digital marketing strategy. The most recent of which had a bit more of a focus on data as the secret weapon to drive sales and retention for dealerships, from online to showroom.
Understanding Seasonality
Fraser from Motorvise discussed the seasonal shifts in automotive sales. Unlike previous years, there’s an upward trend expected as we approach quarter three, driven by events and the shift towards electric vehicles (EVs) due to restricted internal combustion engine (ICE) vehicle supply.
WhatsApp as a Communication Tool
WhatsApp is emerging as a crucial channel for dealerships. With 88% of mobile numbers linked to WhatsApp accounts, it’s clear that customers prefer instant, conversational communication over traditional methods like email or phone calls. This shift is particularly evident among younger generations and millennials, who are more likely to engage via WhatsApp.
The Digital Dealership Ecosystem
The integration of data from various sources like CRM systems, emails, and social media has become vital. Properly leveraging this data can provide significant insights, improving lead quality and campaign performance. The goal is to achieve full integration, allowing data to flow seamlessly between systems and ad platforms.
Beyond Lead Generation
Many businesses still measure success by the number of leads generated. However, the real value lies in the quality of these leads. By feeding data back to marketing teams, dealerships can optimise future campaigns and adapt quickly, targeting genuinely in-market and engaged customers.
The Non-Linear Car Buyer’s Journey
Buying a car is rarely a straightforward process. Customers might take months, visit multiple retailers, and use various channels. Understanding this journey requires sophisticated tracking and data integration to map out and optimise the customer experience.
Harmonising Data Sets
Integrating data across systems and channels is crucial. For instance, using Google’s Store Visits feature can help track footfall and tie it back to digital efforts. Accurate data merging and analysis are essential for optimising both online and showroom visits, ultimately leading to better-targeted campaigns and higher conversion rates.
Data is undeniably the secret weapon for dealerships. By harnessing its power, dealerships can enhance targeting, reduce marketing spend, and improve overall sales performance. The opportunity data presents is vast, helping to paint a clearer picture and drive business growth.
