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To Rev Sales, Auto Industry Must Embrace Customer-State Data

Writing in AdExchanger, Maxwell Knight, vice president of marketing science services at Turn, argues that auto marketers need to move to a more dynamic understanding of customer experience and engagement and evolve traditional attribution models in the process. They can start by confronting the two tiers of automotive marketing and using customer data in a cross-tier way. In the automotive industry, branding and direct-response campaigns are almost always divided into national and regional tiers. While this makes sense for achieving the different goals of a national brand and a local dealership, the result can be a fragmented consumer experience. Knight notes a recent Ernst & Young report that finds about 90% of automakers and dealers said the industry can no longer rely on traditional sales tactics for growth.

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