It wasn’t long ago that dealerships interested in marketing to their current customer base had to employ a person to build lists from their CRM or DMS and either ship those lists to a marketing agency to be used for email or direct mail, or try and build email campaigns in house, and that was about all anyone could do. The effort was high, the product was imprecise, and the return was low. That was custom in-house advertising for automotive digital marketing.
Thankfully, all that has changed.
Now, any number of companies can set up automated digital ad campaigns to serve ads to thousands of potential customers.
A small number of companies can target specifically selected high probability customers and market generically to them.
One company can create ultra-targeted groups of high conversion customers and market select inventory with payment options that are immediately available to the customer.
Thankfully, that’s us.
Driven Data has pioneered a series of intuitive and effective proprietary audience groups proven to convert at higher rates across platforms, markets, brands, new, used, and service. When we precisely target your customers, we drive higher engagement and more sales while spending less of your money to do so . How we do it is infinitely complicated, but for our dealers, it’s just that simple.
Our ads are always changing, adding and subtracting shoppers, focusing on buyers as they move through the online sales funnel and on to showroom floors. We’re making millions of changes every month based on everything from shoppers coming in to and being pushed out of our funnels, changes in bank rates or OEM incentives.
Yes, we did say being pushed out of our funnels. We’re constantly removing customers from our audiences because once they’ve purchased or serviced, there’s no need to keep marketing to them. We stop wasteful spending, sometimes 10-15% of budget, by removing recent customers, blocking them from accidentally clicking on an ad when they’re just trying to get back in touch with the store for some other reason. That budget then goes to attracting new customers, as was intended.
So, what’s all this got to do with automated vs custom ads? An average internal marketing manager can actively manage about 15 ads per month. That’s not even one ad per model for some brands. But between incentives, making creative, and likely being tasked with other responsibilities like reporting, it’s just impossible for any one person. By the time all the service offers are finally up on the website, it’s time to change them again. There’s simply no way one person could tailor custom ads with accurate payment information for the thousands of shoppers in your database.
Luckily, Driven Data provides the same expertise and personal care that an in-house ad creator can, but with the power of the worlds most advanced automotive marketing analytics system powering the process. We work with you to create your ad mix from content you provide, OEM complaint text and images, and a bit of our own flair, to generate the higher funnel campaigns. For low funnel campaigns, we use your actual inventory and pricing, current incentives, and live bank rates to show your shoppers the best deal for them. That’s just not something any single person can match.
So, when we say we’re running automated campaigns, we’re not diminishing the personal touch an in-house person can put on your ads. Instead, we’re amplifying it with the best technology the industry has to offer.
If you’re ready to see how Driven Data can help take your marketing to the next level, schedule a conversion with one of our consultants today.