Audiences at Rest - the Value Trap

You have heard me say that 2024 will be the Year of the Audience in automotive retail and I stand by that statement. But are all audiences created equal? ??

A better question might be: What does the dealer have to do to leverage the audience data and make it valuable? Data at rest has no real value in generating new sales and service opportunities. The ability to activate is what proves the efficacy of audiences.

Dealers need to ask their CDP, MAP, or audience reseller partners how they plan to activate custom audiences across all marketing channels?

Exploring How Audience Activation Works

For dealers to get the most out of their audience investments they need to consider the following questions:

• How often are the audiences updated? Daily, Weekly, Monthly, or longer?
• Can dealers see the consumer PII (personal identifiable information) data in the audiences to verify quality or are they hashed values forcing dealers to trust audience geography and accuracy?
• Can the audiences be easily connected to media platforms like Google and Meta, or will they need to be manually loaded as flat files?
• When the consumers in the audience change, will dealers have to reload Meta and Google campaigns, or is the audience dynamically connected and updated?

As you dig deeper into audience management strategies, you will find that all data providers and marketing automation platforms are not equal.? If data activation is hard, complex, or does not have feedback loops when consumers engage, the value of the data strategy decreases.

At Client Command? we understand that we need to make it easy for dealers to activate their marketing audiences from the Active Shopper Network?. Our real-time audiences are connected to popular online media platforms, as well as email delivery platforms and direct-mail services.

Dealers who can create customer audiences to meet business needs and have built efficient activation strategies, will benefit the most from customer data management.

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See Our Audience Activation Platform in Action

Having first-party data at your fingertips without the ability to activate, is a waste of time and money. Let our team show you why our best-in-class audiences for automotive retail combined with the easiest way to activate audiences into marketing and communication campaigns, will give your dealership a competitive edge. Schedule a demo with us today: clientcommand.com/request-a-demo/

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If you are attending the Digital Marketing Strategies Conference (DMSC) in Austin, I will be on a panel discussion regarding audience management strategies.? We will also have our technology on display for you at our booth, to inspect and test in real-time.