Leveraging Legacy “In-Market Shopper” Data for Automotive
Filed under: Direct Marketing, Email Marketing, Lead Management, List Strategy, analytics
It has been an interesting Summer in the Automotive Marketing space. Tough to be in Michigan and not be impacted by the challenges faced to jumpstart this business sector.
The focus of today’s message is using Legacy In Market Shopper data in the Automotive Space. Typically, Automobile Manufacturers use the freshest data coming from sources like CarsDirect and Autobytel when prospecting for automotive sales. This makes sense, as they are likely to still be shopping for a vehicle … and influencing the prospect to consider your brand is a proven email and direct marketing strategy.
Through the past few years, we have developed an enhanced legacy database for automotive prospecting. While this might not make sense to you at first, our experience with the data has proven it to be a source of significant power for automotive prospecting:
- First, In-Market Shopper data represents a massive pool of people that historically shop for new cars. As we know in this space from our years of registration data experience, historic new car shoppers are most likely still new car buyers. That factor by itself is powerful.
- Second, Brand History is a very important indicator of future buying preferences. If you have a history of considering Mazda (for example), you are very likely to consider the brand for future new car considerations.
- Finally, with Enhanced Data, we can utilize shopping history and clustering products such as Mosaic or Personicx to analyze and identify those top clusters of the brand competitive set of the product you are focusing on. A fairly straight forward approach that has proven to yield excellent results.
While legacy In-Market Shopping data by itself is considered weak, we can use our experience and data enhancement capabilities to turn this data into very productive contributors to your email and direct marketing initiative. While you can take my word for it, I encourage you to consider testing these approaches in your next email or direct marketing intiative.
Multichannel Integration and Optimization: The Direct Marketer’s To-Do List that’s NEVER Done
Filed under: Email Marketing, General Marketing, Marketing Technology Solutions, integrated marketing
I’m sure you’re right there with me…there’s nothing more satisfying than crossing-off action items on my to-do lists – whether it’s in the office, at home and those places where both worlds blend.
But as marketers, that satisfaction is forever elusive when it comes to Web site optimization and making sure you’re being strategic across online and offline mediums. Why? Because your job should never be considered “done.”
At ICS, we’re constantly looking at our Web site optimization AND how our online marketing efforts integrate with our offline efforts… as well as, doing the same for our clients!
Maybe that’s why I thought you would like to see this article on 5 Ways to Get Your Website Up to Speed. Don’t let the title mislead you. It’s not just about online marketing, but more about multichannel integration and amending the age-old saying to: “targeting the right consumer with the right offer at the right time via the right channel.”
If you haven’t done so already, add these action items in this article to your “to-do” list and start reaping the sales benefits. If you’re not sure how to get started, just drop us a line and we can help.
Tips & Tactics for Launching a Google AdWord Campaign
Filed under: Digital Lead Generation, Direct Marketing, General Marketing, Search Engine Marketing, integrated marketing, paid search
- How to use online paid search to generate qualified sales leads
- How you can :
- Tricks for choosing the right keywords, ad text and URLs
- How to track your traffic and ROI
- How to put it all together and ensure success
– Target geographically
– Control your budget
– Qualify Website traffic
– Pause, resume and edit your campaign anytime
