Auto in 2014: Embracing the Customer Lifecycle

Jun 10 2014, 11:57 IST
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Motor Manufacturers and Traders, 2014 global growth is predicted at 3.5% vs. 5.2% growth in 2013— the environment for automakers will continue to be increasingly competitive (AP) Motor Manufacturers and Traders, 2014 global growth is predicted at 3.5% vs. 5.2% growth in 2013— the environment for automakers will continue to be increasingly competitive (AP)
Summary'The consideration phase has extended and general awareness is now a shorter, but still important phase.'

target these people who will respond to their messaging in order to more efficiently drive the passive “shopper” to become an active “buyer”.

People Buy: The digital world has created more people-centric, data-driven platforms, enabling marketers to put people at the heart of their marketing. Targeting is simple to use and effective in reaching and analyzing your potential and existing customers. This makes creating “clusters” of in-market consumers who are likely to buy now a reality today, and is a critical component to making marketing budgets more efficient and effective.

People Care: People love their cars and this love extends to the overall brand as well. With all of these targeting capabilities, marketers can consistently deliver the right message, offers and/or service reminders to the people who will act upon them. When correctly utilized, this allows marketers to manage and deepen relationships with customers.

By tailoring their message to influence the lifecycle of the customers, marketers have a tremendous opportunity to improve awareness and consideration of their brands, move cars off the lot, and even drive revenue from their existing owners. To take full advantage of this opportunity, automotive marketers must embrace these new targeting tools to help them understand where people are in their customer lifecycle, and how to relevantly put the right message in front of the right customer.

Kass Dawson, Head of Automotive Global Vertical Strategy, Facebook

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