The automotive industry is constantly changing and evolving. When marketing your dealership, you can’t afford to be stagnant. Your competition is always going to be trying to move up the food chain. To compete more effectively, you have to understand how and why people purchase your vehicles or services in the first place.
Marketing attribution is dividing the responsibility for a customer’s purchasing decision between many sources such as advertising, public relations, and sales. It splits the revenue generated from a successful marketing campaign into component parts. This enables each component to be evaluated for the effectiveness of its results, profitability, and sustainability.
A good marketing attribution process also provides information to the dealership that can help them determine which components of its marketing program are essential and worth the investment in order to achieve key business objectives. Here we will describe four key methods to overcoming marketing attribution challenges in the automotive industry.
Find Opportunities for Analytical Insight
Develop an analytical framework to help you understand how people interact with your brand. Analyzing data can lead to important insights that will provide a competitive advantage. You need to know the interaction between your brand and customers to predict future customer behavior. This requires that you understand which factors are most likely to influence whether your customers will buy or not.
By detecting patterns, you can develop insights into what makes people want your vehicles or service on an emotional level and how they translate this into action by purchasing. Use scientific methods such as data mining to identify these factors and their impact on buying decisions. By contrasting these results with objective sales evidence, you can develop a predictive model that will allow you to make accurate predictions before customer action.
Align Your Organization Behind Data
Use this data to help you understand how people make decisions and what goes on in their minds. By cross-referencing this data, you can identify which factors have the most significant effect on buying behavior. This will help you to target your market specifically through your marketing campaigns and save money along the way. Data-centered tools allow you to see how many people have responded to your ad, understand why they did, and gain insight into which ads are likely to be most effective in driving results.
Ask The Right Questions
Seek the insights that will help you make the best decisions. Determine the precise questions you need to ask, not just broad statements about what your customers do. These statements are often misleading and sometimes wrong because they are based on incomplete data. Be clear about what exactly you want to know rather than overgeneralizing. Savvy marketers will ask a series of questions designed to elicit specific responses. This involves asking questions such as, “Why did you go to that website?” and “What did you think of the ad that was shown on TV?” These questions will focus on specific behavior, such as changing a product preference.
You can be confident in the results by asking questions that involve only what your customers have done and how they feel. These responses are based on real-time data used to make marketing campaign decisions. Specific questions about the attitudes and behaviors of your customers will get you clear answers about the effects of marketing. You can then use this information to guide your strategy.
Establish a Strongn Analytical Program
By looking at metrics such as conversion rates, revenue per customer or sales, you can get a clear picture of the effectiveness of your marketing campaign. By analyzing these results over time, you can determine which components are successful and which ones aren’t. This will help you to focus on specific areas of your marketing program rather than waste time on activities that don’t generate results.
The automotive industry is a tough place to advertise. Develop an effective marketing plan that goes far beyond traditional advertising and promotions. To succeed in automotive marketing, marketers must understand what motivates customers and how they make buying decisions. This knowledge will help them design their advertisements and messages to resonate with customers emotionally as well as motivate them to buy products or services.