In many ways, the automotive industry is ahead of the pack when it comes to digital marketing technologies. We have a high level of understanding when it comes to search engine marketing, lead generation, and advertising platforms.
On the other hand, there is a gaping hole when it comes to plugging in dealer websites into the extremely effective realm of “big data”. The knowledge is out there. Companies such as our friends at Dataium as well as our own network of sites have plenty of data that can be made available to dealers, vendors, and OEMs. Unfortunately, the vast majority of companies in our space are missing the boat when it comes to applying this data to helping consumers.
That may be the biggest challenge facing our industry: helping. Recent missteps by the NSA and other organizations has many thinking that any use of data is a bad thing. While we wholeheartedly agree that data collection for the sake of spying is very bad thing, the use of data to serve website visitors the content they want has been something that has made the experience at sites like Amazon, Netflix, and eBay so compelling. They know our interests and apply that knowledge towards presenting us with the best options in the shortest amount of time.
That’s what SideKick and adaptive retargeting does for dealers. By applying the traffic and interest data about the vehicles that consumers are visiting, we’re able to help dealers present the most likely vehicles of interest to their customers. People shouldn’t have to sift through inventory and potentially miss the ideal vehicle for them. They should have that information front and center once they visit a site.
This is not to say that browsing inventory is a bad thing. The more cars that people see, the more likely they are to buy from the dealership. Our only contention is that by using the data that’s out there, we can make their experience much easier. A dealer might have the perfect vehicle for someone based upon their history and preferences. It serves the customer better if that vehicle is served to them in a timely manner.
Over the next few months, we will be beta testing this concept with a handful of dealers. If you’re interested in applying SideKick to your website, please apply to participate in the beta test. It’s free. There’s no obligation to continue into 2015 at a discounted rate if you don’t find it to be useful. Of course, we’re pretty certain you’ll find it extremely useful or we wouldn’t be offering such a generous trial in the first place.