Tackling the “silo” mentality is one of the biggest limitations in (online) marketing in the automotive industry today. This is especially true for the automotive groups, where manufacturers and dealers act as autonomous entities, each responsible for their own successes and failures.
But car buyers do not differentiate between messages that come from the dealer or the manufacturer. Consumers want their questions about buying a car answered with as little effort as possible.
By eliminating silos and consolidating data, automakers and dealers can promote their prospects with a uniform approach, coordinate all actions and thus offer the (potential) customer a seamless experience, regardless of where that customer is in the customer journey.
Align KPIs to work towards a common goal
Automotive brands should integrate their marketing teams and goals so they can convey a unified picture to the customer.
So far, every level within the organization has defined success differently in most automotive groups. At the brand level, everything is focused on metrics like brand awareness and reach, while retailers focused solely on driving leads.
Each unit measures different KPIs through different analytics platforms with multiple agencies. This way, there can be no uniform view of the customer.
In order to get exactly this uniform view of the customer, employees at all levels within the brand, sales and marketing organization should view, analyze and react to the same data in the same way.
This allows the entire organization to work towards one goal: increasing the contribution to total sales.
Consolidate customer insights on one platform
Both manufacturers and retailers know what consumers are doing on each individual website, but they cannot create a consistent customer journey to really understand their users. Above all, you cannot systematically move benefits to the next step in the decision-making phase (e.g. agreeing on a test drive).
Manufacturers and retailers should coordinate in order to bring customer data into a single measurement platform, e.g. Google Analytics 360.
Since the data from the manufacturer, dealer websites is now brought together in a single place; it is much easier to see what the customer has researched and then take that customer to the next level.
Optimizing the user experience when the consumer is jumping back and forth between the branded, retailer website should be the focus of consideration.
Combining the experience across all levels – every page, every image and every click – in order to eliminate redundancies and efficiently take the user to the next step is the task that can be made much easier with comprehensive analysis and personalization.
Targeting consumers with a high level of interest leads to more efficient marketing expenses. Manufacturers and retailers can thus significantly increase the number of digital leads with the same marketing costs and make more informed marketing decisions.
The task of the manufacturer should be to be a link – to help potential and existing customers with the purchase decision without depriving the retailer of the direct relationship with the customer. Consistent marketing across the various levels and a holistic view of these future customers are the keys to the future success of an automotive brand.