Think with Google research is always revealing. Once again, a recent analysis of the automotive market has shown data that shouldn’t be a surprise. Here it is:

Customers have a singular view of auto marketing.

What does that mean? It means that customers view all advertising and marketing as if it came from a single source. The parent brand, regional, and retailer are all lumped together as a single source in the customers’ eyes.

Of course, we know that’s not how it works in the industry. Each level of the auto business has functioned independently for generations. Manufacturers don’t typically filter customer data down to the dealerships as they respond to marketing, and dealerships aren’t openly working with regional branches to give a unified approach.

The Problem that’s Presented

Yet, be it as it may, the customer still views it all as a single unit. Google’s VP of consumer goods, Adam Stewart, provided an anecdote that sums up the problem with a disconnected multi-level approach:

“This might sound familiar to you. I’m currently in the market for a new car. While I’m considering a newer model of the brand I own, most of the marketing communications I receive don’t recognize me as a potential loyal customer. Furthermore, I recently visited the dealership, spent two hours there, and after returning home, received an email from the general manager of that same dealership inviting me to come in and check out the latest models. I was just there.”

As a customer, if you aren’t recognized as a “potential loyal customer”, it feels like you’re not being treated as you should. It feels like disrespect, and we know that’s not a good way to treat your customers.

Why It’s Important

There are two main reasons that a singular customer view is important:

• It honors your loyal customers. You want to keep these customers satisfied by any means necessary because the cost is so high to replace them.
• It’s incredibly efficient. Not only can the marketing approach be measured more accurately, but achieving mini-conversions can be multiplied up to 300% and cost-per-acquisition dropped by 75%.

What Can You Do?

It takes a long time to correct course, especially with a ship as big as the automotive industry. It’s been acknowledged that a singular customer view is important – Fiat-Chrysler has been implementing such an approach in their network. But for other manufacturers reluctant to do so, it falls on the dealerships to make a difference. How can you do that?

Make Every Dealer Communication Personal

As a dealership, you might have to take the reins. Communicating to your customers who are potentially loyal is so very important. When you’re establishing campaigns that go out to your client lists, make absolute certain that loyal customers are acknowledged as such. Use clear wording that thanks them for their continued loyalty.

Offer Loyalty Bonuses

Whether you offer VIP loaner car services in the service drive, an extra detailing package for three months after purchasing their car, or some other localized benefit, email blasts should remind those potentially loyal customers why they continue to stay loyal.

Work on Your OEM

Contact your district manager to emphasize the importance of a unified approach to marketing. I may take pressure from the retail automotive industry to initiate change on the corporate level.