Archive for Auto Data
Using Auto Data in a Post-Recession Environment
Narrowing your targeting focus to improve results
The automotive market has always been highly competitive and extremely complex. It’s made up of numerous manufacturers with multiple models; consumer age demographics the range from 16 to 60 and beyond; and buying behaviors that change with the season and the economy.
Prior to this latest recession, many of the major auto manufacturers focused an entire brand on a demographic segment. But, during the recession, the auto industry underwent some significant changes in which some of the major manufacturers had to trim the number of their brands in order to survive. This resulted in an auto marketplace where there are less brands chasing less demand which has increased both the level of complexity and the competitive pressure.
If you pay attention to automotive advertising, you may have noticed that since the recession, there is a much greater focus on tailoring specific models within a brand to much narrower audience segments than in the past. For example, take the Fiat Abarth and their racy TV commercial that premiered on the Super Bowl – clearly targeted at single males in their 20’s. Also, advertising for the new Buick Verano – targeted at young upwardly-mobile females in their late 20’s and 30’s. If you look at the current auto brands and their advertising campaigns, like Buick for example, you’ll see that each of their models is designed and advertised for specific audience segments.
In this highly competitive environment, how do you implement a cross-channel marketing strategy that will give you the results you need to stay ahead of the competition and be profitable?
The answer: personalization, cross-channel integration and stickiness. The keys to personalization and stickiness are segmentation, consumer profiling and creativity. The foundation of a successful multi-channel automotive marketing strategy is a huge auto database with a mountain of high quality, granular consumer auto data.
At V12 Group our Auto Database is a hybrid-file compiled from both on-line and offline resources including auto service and repair records, auto parts and after-market accessory purchase transaction data, warranty firms and many other after-market sources.
Our auto database is also fully integrated with our consumer database of over 200 million consumers and 110 million households and has more than 140 million vehicles including passenger cars, vans, SUVs, light tricks and motorcycles. We also offer a complete suite of analytics and digital marketing services to provide an end-to-end solution.
Click here to download a white paper on auto databases and learn more about how V12 Group can help you reach the right audience, at the right time with the right message.
Or click here to contact us about using our robust automotive database.
Auto Data and Multi-channel Marketing
In today’s hyper competitive marketplace, for many industries, multi-channel marketing has become an imperative. The Great Recession and current economic conditions have turned the automotive marketplace into a battleground. But some companies, who have implemented successful product development and multi-channel marketing strategies, are doing well. In fact, some of the best-in-class multi-channel marketing campaigns in market today are in the automotive industry.
Click here to get out FREE WHITEPAPER
on utilizing automotive data for multi-channel marketing
Communications channels enabled by the internet, like on-line shopping and social media, make it possible for consumers to comparison shop right from their easy chairs or standing in a dealer’s showroom. They have instant access to make and model information, pricing (including dealer cost), reviews and endless conversations about brands, models and dealerships on social networks, as well as reviews from industry experts and their peers.
As a result, auto marketers today must adopt multi-channel marketing strategies that engage consumers on an ongoing basis, surround them with relevant messages, and maintain top-of-mind status for the brand throughout both the long automotive sales cycle as well as the product life cycle. You should too!
Consumers today want to access product information when they want it, where they want it and in the format that they want it. The beauty of multi-channel marketing is that it allows the consumer to communicate with you through the channel or channels of their choice.
An example of auto data at work
My own recent auto purchase is a good example of how auto manufacturers are executing best-in-class multi-channel marketing campaigns. I was at a place in the lifecycle of my existing auto that I was beginning to think about replacing it with a new model. As I watched TV in the evenings I noticed the car commercials were pushing fuel efficiency and end of the model year rebates and discounts. The TV spots were also designed to drive the audience to informative micro sites for the brand where I was able to interact with the brand and get enough detailed model information to zero in on the specific model and option package that I wanted.
With a few mouse clicks I submitted a request for a quote and the next morning I received e-mails and calls from 3 nearby dealers with competitive quotes. I called the dealer, asked him some buying questions on the phone and made an appointment to test drive the car on my lunch hour. I test drove the car and closed the deal the next day. In addition to the channels through which I interacted with the manufacturer, they also had print ads and in-dealer displays with QR Codes, as well as on-line ads with the same creative that drove consumers to the microsite.
Take advantage of The V12 Group’s unique multi-channel marketing experience
At The V12 Group we have all the data you need under one roof to mount multi-channel marketing campaign. Our Auto Database is a hybrid-file compiled from both on-line and offline resources including auto service and repair records, auto parts and after-market accessory purchase transaction data, warranty firms and many other after-market sources.
Our auto database is also fully integrated with our Consumer database of over 200 million consumers and 110 million households and has more than 140 million vehicles including passenger cars, vans, SUVs, light tricks and motorcycles. We also offer a complete suite of analytics and digital marketing services to provide an end-to-end solution.
Click here to download the white paper on auto databases and learn more about how V12 Group can help you reach the right audience, at the right time with the right message.
Or click here to contact us today.