Data can help businesses understand their consumers as well as entice new ones.
Marketing and customer communication is vital to any business. But what you say and to who makes all the difference. Understanding a Buyers persona is key to enticing or convincing them to buy your product.
With so much data floating around, as well as countless tools to help you gather stats and data to assist in identifying your customer’s personalized needs, it can be quite a task in determining which stats and data to actually collect.
The hi.guru Advantage
With hi.guru we encourage and help manage conversations with your customers and in doing so we gather data and analytics to help you better engage with them and equally, understand them.
What’s even better is that all this info is housed in the hi.guru platform so there’s no need to have multiple tracking reports to help you gather data, just one, making it easier and simpler to get the info you need as quickly and as efficiently as possible.
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Some Food For Thought From Adweek
U.S. car sales are estimated to reach 16 million this year. Original equipment manufacturers (OEMs) are doubling down on new designs, technology innovations and differentiating services to boost sales and win back customers.
From reviews and ratings sites to social media to the ability to virtually build and test drive a car, consumers have several online touchpoints with a car brand. Before purchasing a vehicle or auto part, consumers conduct extensive research online to ensure they get what they want. You have the opportunity to influence these customers across different channels during their research phase.
With an arsenal of customer data at your disposal, you can put that data to work and optimize your campaigns. The right data strategy will help you increase the efficacy of your audience targeting and allow you to deliver relevant content along each point in your customer’s journey.
For a successful strategy, use what we call the four E’s of data marketing: enrich, examine, expand and engage.
Enrich first-party data with complementary data
- OEMs have a treasure trove of first-party data in their CRMs that provide details on direct transactions, vehicle and owner information, service records, past purchases (car parts, accessories, etc.) and more. As valuable as that is, it only tells a small part of the story.
- Build out your customer profiles further by layering on additional third-party behavioral data to create even more powerful results. For example, you are a local dealership and looking to clear out your lot of last year’s models. With psychographic data, you can learn a lot more about your current and prospective customers to determine the most effective ways to influence them. For example, household income data can help you decide if you should market luxury or economy cars to a particular audience, while marital status data can affect your promotion of a family car or roadster.
- In a similar vein, buyers who are green aware or nature enthusiasts may lean toward models that are more environmentally friendly.
- Auto preferences also vary widely across generations. Millennials prefer to spend money on experiences and would be more likely to buy an economy model, while baby boomers and Gen Xers have a higher likelihood of splurging on a car.
- Lifestyle and interest data take audience profiles one step further by adding more attributes and factors that shape consumer purchases and provide insights into how you can personalize their digital experiences