Automotive Customers Are Evolving

Today’s customer is different than customers of the recent past. They are no longer headed to dealerships to find out the information they need. They’re spending all of their time (or at least most of their time) searching for vehicles online and making their decisions before they even consider heading to a dealership. Dealerships are expecting that their digital marketing strategy meets the demands of their shoppers. Shoppers are visiting fewer and fewer dealers before purchasing a vehicle and dealerships know they have to find a way to be one of the 1.4 dealerships the average shopper visits. Studies demonstrate a high increase in clickthrough rates in ad campaigns when using VIN specific marketing techniques, which made VIN level campaigns the 2018 marketing trend.Therefore, if you are serving the automotive industry market, VIN Specific Campaigns are not optional.  VIN Specific Campaigns allow dealerships to reach vehicle shoppers with information about specific vehicles on the lot.

VIN Specific Campaigns

For Search, VIN specific campaigns match the shopper’s search to a vehicle in the dealership’s inventory, allowing to match a search with an ad that is specific to a vehicle to the price and mileage. The shopper is then directed to the exact vehicle details page they have searched for. For Facebook or Display, these campaigns allow the showing of relevant contextual information (like color, make, and model) to in-market shoppers. What does this mean for companies that serve the automotive market? To offer these relevant campaigns, you need to be able to get access to and process dealerships’ inventories.There are different options to do that:
  • Third-party tools that provide dealership inventory as a service, which in general are integrations with the dealership’s back office management system of choice.
  • Using services to get the inventory from the website.
  • DIY option of scraping sites to gather the current inventory.
Regardless of the different ways that inventory is captured, understanding your clients’ inventory strategies also opens opportunities to further refine campaigns to support their strategy setting up rules that can follow their inventory categorization to support their showroom strategies.At TangoCode, through a process called Inception, we have helped companies in the automotive advertising space identify, qualify, and plan the best use for technology, from streamlining and developing scripts to full tech automation. If automation idea has come up for you or your team, we’d love to hear about it and offer insights where valuable.    Feel free to schedule a time here.