The automotive industry is a major user of mass media advertising
, and its sales are channeled through owned and franchised dealerships
to a greater extent.
The modern automotive vehicle buyer is highly informed
via the Internet of the options available to them, not only to purchase alternative products, but to find the desired product at the best price. To do this, they use the RONPOFF (Research ON / Purchase ON) method, in other words, searching online and then buying at the store.
In order to influence the buyer
, they must be accompanied on their shopping trip
, from their Internet search, using Lead Generation
techniques; and following up with Lead Nurturing
techniques; until they reach the dealership where the sale is completed, including frequent cross-selling
of products such as insurance and financing at this point. However, for the manufacturer and the dealership, the customer value increases with the acquisition of accessories and spare parts as well as periodic inspections and repairs
. The space for using multi-channel direct marketing is during the Trade Marketing process with the dealership
To do this, Customer Comms provides Communicalia
as solutions for individualized online and offline multi-channel communication for both the automotive company and the dealership
, which will manage the Lead Generation, Lead Nurturing and Trade Marketing communication processes, with advanced analytics applied to both historical and behavioral data to accompany the customer on their customer journey
until they arrive at the dealership, giving them the best experience.