9 Clouds Automotive Marketing Blog
Where automotive meets digital marketing.
As an automotive dealer, you might be familiar with DealerSocket. For those who aren’t familiar, DealerSocket is a customer relationship management (CRM) system with extensive capabilities for storing and mining lead and customer data. While many dealers know how to use DealerSocket, many don’t know how to effectively unlock that data and use it to its fullest potential. Fortunately, the solution is simple: marketing automation.
Many of 9 Clouds’ clients use DealerSocket to store their dealership’s data. It provides valuable, easily segmented information, such as:
- Contact information
- Purchase dates
- Geographical locations
- Details of the purchased vehicle (model, new/used, etc.)
- Lead information (what models the person likes, which salespeople have contacted them, etc.)
- Service information (mileage, descriptions, warranty info, etc.)
- And much more
DealerSocket also boasts that it has built-in marketing automation capabilities, such as the ability to market to current customers and leads with custom offers, services, and reminders unique to the vehicle ownership lifecycle. So you might be asking yourself, Why incorporate an outside marketing automation service?
Utilizing full-service marketing automation allows for a broader scope of options than simply using DealerSocket’s CRM alone. At 9 Clouds, we pride ourselves in always being available to our clients and making sure our marketing is both targeted and strategically crafted to best fit our clients’ needs.
With access to our clients’ DealerSocket CRM, 9 Clouds can regularly extract customer and lead data and import this information into our marketing automation software. Once we integrate the data, 9 Clouds can leverage all of the data in DealerSocket and help our clients market it effectively.
Translation: If you aren’t personalizing, you are missing opportunities.
Potential customers have come to expect personalized, relevant emails, so it’s now more important than ever to incorporate personalization into your email marketing strategy.
9 Clouds Makes Email Personal
Using data from DealerSocket, 9 Clouds is able to send emails to targeted lists and personalize email content using smart fields.
For example, you are having an SUV sale and want to promote it via email. Instead of blasting your entire list of contacts, 9 Clouds can target this email to send only to customers who are more likely to buy, such as anyone who has purchased an SUV two or more years ago.
9 Clouds can also incorporate each individual contact’s name, reference their particular SUV model, and add more personal reference if needed. This email might begin: Hi Michael! Are you ready to upgrade your Honda CR-V for the all-new award-winning 2015 Honda CR-V?
Emails aren’t the only place your customers expect personalization. According to MyBuys, 40% of consumers buy more from retailers who personalize the shopping experience across channels. That means–good news!–DealerSocket data comes in handy for digital advertising too.
For example, you want to bring in more customers to have their vehicles serviced. 9 Clouds can target customers who purchased a vehicle from your dealership between three and four months ago with an advertisement featuring a special on oil changes. Not only does a targeted ad such as this keep advertising costs low (because it is only showing to a finite group of people), but it will also lead to significantly higher click-through and conversion rates.
While email and ads may seem like the most obvious candidates for implementing marketing automation, it can also be used to create targeted landing pages. Yes, that means you can control the content your leads see when they look at a specific landing page. According to a Janrain & Harris Interactive study, nearly three-fourths (74%) of online consumers get frustrated with websites when content appears that has nothing to do with their interests.
This process is not as complicated as it sounds, but it wouldn’t be possible without a good CRM, such as DealerSocket. In order to showcase content based on a lead’s interests, 9 Clouds utilizes smart lists and variable landing page data.
For instance, you want to create a landing page that shows your leads the exact model of car they are interested in purchasing. First, your contact lists need to be segmented by car model of interest. Next, a landing page needs to be built with content for each car model. When a tracked lead visits the landing page, the smart fields will show their vehicle of interest. If a non-lead visits the landing page, they will see a static featured vehicle.
Are you ready for your CRM to reach its full potential?
At 9 Clouds, we don’t just believe in marketing automation–we know from experience that it works. If you want to know more about how we can unlock the full potential of your CRM with our services, contact us. If you want to see firsthand what our services entail, try a 30-day demo of marketing automation.
Does your dealership use ADP? Find out how 9 Clouds integrates with ADP CRM systems to launch effective automated marketing campaigns.