STRATEGY

A Guide to AI-Driven Lifecycle Marketing

The ultimate guide for a comprehensive Lifecycle Marketing Strategy

Lifecycle Marketing puts the customer first. It transforms the customer experience by sizing up shoppers, informing them, and converting them again and again. It ensures that your brand is always there, communicating your story and benefits with personalized content, while saving you valuable time and money and solidifying customer relationships throughout each individual journey.

Following the best practices in this comprehensive guide will put you and your dealership in an optimal position to provide a better customer experience and ultimately create trust and loyalty that will increase over time with every new touch point.

The Key to Effective Lifecycle Marketing

By saying and doing the right things at the right time, you can make each customer feel like they are your only customer. Following these best practices is how your brand can become a trusted advisor to thousands, one-on-one.

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Chapters

Brand Strategy

What is a brand and how do you embody it? A brand is a name (Amazon), a term (Tweet), a design (McDonalds), a symbol (Nike) or any other feature that identifies an organization’s goods or services as distinct from those of others.

Data Management

In all industries, and certainly automotive, consistent data management practices are key for effective communication, whether to prospects, unsold leads, or customers. Successful dealers need to focus on the person.

Website

It’s time to put brand principles to use. One of the most important resources that consumers will use when exploring your brand and whether to purchase or service at your dealership is your website. Think of your website as your virtual storefront.

Marketing Automation

Automotive brands and dealerships are facing an increasingly uphill battle when attempting to manually harness the vast quantities of data required to create customer-focused programs that increase retention, advocacy, and ultimately new sales and service business.

Email Strategy

As HubSpot tells us, there are 3.9 billion email users daily, almost half of which are on mobile, and while there are staggering statistics covering the importance of email communications, perhaps the most important is ROI, since “email generates $38 for every $1 spent.”

Social Media Strategy

Facebook has invested the most in creating an automotive-centric ad platform that caters to the unique needs of the automotive industry, and they have a greater appreciation for the effectiveness of your first part data, from targeting, to content, to attribution.

Text Marketing

Considering that almost half of emails are read on mobile devices, as we learned in the previous chapter, it should come as no surprise that more and more consumers are opting in to text message services for receiving their marketing and reminders.

Video Marketing

According to Vidyard, 71% of marketers report that video content outperforms other content marketing because it’s more engaging, educational, and shareable. Using video puts a face to your dealership and ultimately builds trust with your customers.

Measurement

Let’s say you have all the pieces in place for successful lifecycle engagement – the right tools, the best team members, and a killer strategy. But how do you know what pieces work? How can you attribute success and understand what is valuable?

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