Automation used to be a term associated with images of car manufacturing lines, where it was possible to see machines and workers on an assembly line, with the machines making the process easier and more efficient for humans. Now automation is emerging as an important marketing tool, with the same goal of making marketing easier and more efficient. As with car manufacturing, using automation in your dealership marketing will free up time to focus on closing sales and personally nurturing leads.
Take a look at several ways that automation is emerging as an important marketing tool:
Chatbots that are remarkably realistic: Chatbots are being used by some of the bigger companies, and their skills are being refined. Through formulas and algorithms, today’s chatbots are not only able to answer questions, but do so in a way that is difficult to distinguish from human interaction. These chatbots can answer product questions and a range of simple requests about hours, location and availability of the product, but watch for their role to grow as they begin answering more complex inquiries.
Automated emails become more dynamic: Automated emails have been in use for years to target potential customers with messages tailored to their interest in a particular car model or to simply thank them for browsing the dealer’s site. You can expect that email automation will only get smarter, using predictive analytics to send precisely-timed emails to capture the attention of the customer at each stage of the decision-making process.
Data collection will better inform automation: Data is already telling you a lot about your potential customers, but expect this marketing tool to expand more to inform automation functions. You’ll not only know who’s in your target market, but also a lot more demographic information, hobbies and interests. Automation will both help manage the data and use it to shape your marketing strategy.
You might have automation experts on staff: Your dealership can only take advantage of automation tools if you have the knowledge and skills to use it, which can be complex and challenging. It’s possible that dealerships will either outsource their automation needs or hire someone in-house that specializes in using automation to move the marketing process along more quickly.
Automation is growing and expanding: More companies are utilizing automation as a marketing tool, and as more companies get comfortable with it, they are also expanding its use in their organizations. Expect to see this in the automotive industry, too. When dealerships begin implementing it, automation will initially provide a competitive edge and then become indispensable for survival in the market.
Automation has been in the automotive industry for a long time, but it may be surprising to see it hit the marketing segment, in addition to its accustomed place on the assembly line. Look to automation to make your marketing process move along more quickly and with the demand for fewer resources.