Smart targeting is becoming a popular term in the automotive space. But with every buzz word, it’s important to understand the actual meaning. What is smart targeting and how can it benefit your dealership’s website?
First, a definition:
Smart targeting is the use of AI (artificial intelligence) technology to predict the interests of website visitors and target them with relevant content and offers at optimal times.
Let’s break that down.
Hopefully you have lots of content on your site: information for every customer, from the late stage shopper seriously considering a particular model to the first-time browser to the service customer who needs an oil change. Getting all that content up is super important.
What smart targeting does is take it to the next level: it takes your content and special offer overlays and targets them to the right customer at the right time. That way, you can build on customers' interests and provide each one with opportunities to convert when interest is high.
Here are some examples:
How does smart targeting actually work?
The technology works like this: a system based on algorithms and machine learning tracks visitor data such as location, browser language, and time of day. It also notes behaviors including site visits, time onsite, and VDP views. Using this information, the system creates segments of visitors, such as early-stage shoppers, late-stage shoppers, shoppers in a particular location, and so on, and predicts the interests of each segment. With segments in place, site visitors can be categorized and offered content they will likely want. Finally, their responses are recorded– did they convert or not?– to improve segments and future predictions.
In non-technology terms, smart targeting is a system that behaves like a great salesperson, responding to customer interests, anticipating their questions, and helping them find the products and deals that interest them.
How does smart targeting benefit my dealership?
Smart targeting is a tool that brings online car shoppers unprecedented levels of personalization on dealership website. This means:
Are you using smart targeting on your dealership website? Is it helping you get more leads?