Personalization and marketing as a tool to support local businesses!
Many business owners believe that since they operate a brick-and-mortar business, advertising methods should be equally traditional and limited to physical media. Let's challenge this assumption using the example of automotive showrooms. Many industries have undergone dramatic transformations, particularly in the context of decision-making or even purchasing decisions based on personal preferences. The automotive industry is a perfect example of this trend.
Research has shown that just 10 years ago, the average car buyer visited an average of five to seven dealerships before making a purchase. Furthermore, these visits often didn't result in a purchase within a short period of time. Today, we know that the average buyer doesn't even visit two dealerships before purchasing a car. The entire decision-making process begins—and generally ends—online, and a visit to the dealership essentially means configuring the car and discussing the details of financing and finalizing the contract.
Personalization and marketing are therefore a must-have!
Because potential customers search for car information through search engines like Google and YouTube , this means that when entering keywords, they immediately narrow down the field to attributes that are paramount to making a decision. This could be "family car test" or, for example, "what car to choose for a company," "best car under 100," "car financing options," or "best dealer for brand X in city Y."
Already at this stage of the search process, we can position ourselves as a company that meets customer needs. Simply provide tailored content that, firstly, comprehensively addresses the given topic and, secondly, is presented in a clear manner.
(The rest of the article can be found below the form)
In other words, everything must be personalized, from mobile marketing messages to the in-store experience. For a marketer, this means anticipating customer needs. Are they looking for speed, eco-friendliness, or comfort? If they're choosing a family car, perhaps the showroom should have a children's play area? Or perhaps the car should have a car seat installed? And so on.
Use search to identify your needs
Search and user data are excellent identifiers that allow you to discover unique needs. By analyzing traffic, you can personalize messages sent to potential customers through remarketing or newsletter campaigns. Based on demographic data, you can draw conclusions about current and future purchasing preferences.
Combine your online and in-store experience
Customers expect seamless and unhindered access to information – both via mobile devices and desktop versions. These bridge the gap between virtual information gathering and physical purchases. Consider a concept where you perfectly understand the search path your customer took before arriving at your store. This would provide you with a powerful dose of knowledge that would facilitate finalizing a purchase. Knowing which models or accessories they were looking for, knowing which financial tools might be helpful in a specific case, and even knowing the specific times the customer visited your website. All this information will be your weapon of choice and will allow you to fully satisfy your customer.
Want to learn more about online marketing? Download our free 2018 AdBook!
Summary
The above article covers the following topics:
- the importance of online marketing for local businesses,
- how to reach customers with tailored content and experiences,
- using search data and user analysis to personalize marketing activities,
- integration of online and offline activities.
