This is a guest contribution by Ari Saposh, VP of Data at oneAudience. To help navigate the constantly evolving landscape of the location and proximity industry, we invited our friends at oneAudience to discuss the importance of location and proximity technology in the auto industry.
The auto industry is already entrenched in digital. With the vast array of media resources, consumers are able to compare vehicle pricing, ratings, and perks more easily than ever before. Now, as mobile becomes the dominating platform, the ways and places in which we buy and sell cars have become even more versatile.
How do you ensure your marketing message is received when your target consumers’ media consumption goes far beyond their at-home computers? Let's start by analyzing user habits and accurately measuring ROI with location-based marketing. All of this helps you connect with your audience in the right place at the right time by sending your campaign straight to a user’s mobile device.
Leading auto brands can benefit from this dynamic form of marketing by providing a personalized customer experience from the moment a prospect enters a specific location.
Geo-fencing technology creates a virtual barrier around a designated location - such as an auto dealership. When a consumer passes through this barrier, real-time mobile location data allows marketers to instantly deliver a promotion straight to his or her mobile device.
For example, when Sam, an auto-purchase intender, enters a five mile radius of a car dealership, he is immediately notified with an in-app promotion to draw his attention into entering that specific dealership location.
Sam’s rich consumer profile of online and mobile behaviors give marketers the insight they need to craft the perfect auto specific advertisement. Geo-fencing technology is what ensures that Sam sees that message at the most appropriate time and relevant location.
Location-based marketing doesn’t have to stop here - this is only the beginning. After your promotional message leads Sam into the auto dealership, try reaching out to him a second time with in-store push notifications.
More often than not, consumers will already be browsing their mobile device within the store. In fact, 84% of shoppers do just that - researching products, comparing prices and looking for discounts through their smartphone.
Utilizing location-based services can help marketers understand when their target consumer actually enters the dealership location. Pairing this insight with the consumer’s on-site mobile behaviors will help ensure you’re delivering the most relevant media to lead your prospect through the buyer’s journey and ultimately towards making a purchase.
Beacon listening is the most efficient and popular way of implementing location-based technology to deliver these push-notifications.
Beacons, like geo-fencing technology, understand when a consumer is in the dealership. Let’s say Sam did not complete his auto purchase after this initial first visit. Beacons recognize when he departs from the store, and then deliver him an email promotion or coupon once he returns home. This new touch point and incentive to purchase sparks Sam’s interest once again to return to the dealership and complete that auto purchase transaction.
Marketers are delivering their message straight to a user’s mobile device, and can instantly analyze the data to determine if the coupon was redeemed or the promotion was clicked on.
In Sam’s case, he returned to the dealership with the coupon that was delivered to him. As he redeems that code and completes his transaction, marketers can attribute that sale directly back to Sam’s coupon by our media strategy. We are now certain that Sam’s action was successfully influenced.
If Sam’s campaign was not successful, that’s helpful too. You should use this result as constructive feedback and determine what went wrong or what could be improved upon to ensure the next auto-purchasing intender completes their purchase. When running any campaign, optimizing on negative insights can help shape future strategies.
With the power of mobile data and location-based services, brands can merge the physical and digital world to create more powerful and personalized experience.
Ari Saposh is a VP of Data at oneAudience. Ari has over 7 years of experience building and managing teams to implement digital marketing solutions and data technology platforms. Ari manages the technical implementation, data processing, and development teams to effectively maintain the database and execute campaigns for the U.S. Defense Force, national retailers, and major auto groups. His team is responsible for all things data and segmentation.