The Challenge
Automotive brands simply don’t have direct marketing access to large segments of potential buyers.
Consumers are hesitant to disclose personal information to auto companies for fear of unwanted solicitation from salespeople. They are actively researching and considering purchasing a vehicle but have not engaged directly with the brand or its dealerships. Media and publishing companies often don’t have sufficient automotive-related datapoints to effectively target their subscribers with relevant automotive offers.
This substantial size of unreachable audiences creates a significant amount of missed opportunity to influence consumer decisions during the critical stages of the automotive purchasing journey.
The Solution
Source Path Digital brings together Audience Curation, Customer Activation, and Campaign Intelligence tailored for the automotive industry. We have direct access to reach active consumers who are shopping for new vehicles or currently own a competitor’s vehicle.
Marketing Permission. Every consumer in our advertising database has taken action to confirm their identity and consent to receive relevant offers from other companies. This also ensures they are necessarily active and engaged.
Big Data Aggregation. Our integration with the best of Big Data brings a wealth of targeting information including demographics, automotive shopping & ownership, purchase history, areas of interest, and much more.
Industry Data Models. We incorporate life changes, household composition, current vehicle ownership, purchase history, demographics, and many other factors to model the best consumer audiences for inclusion in automotive conquest campaigns.
Omnichannel Customer Activation. We launch and support one-to-one campaigns over email, direct mail, display, social, and retargeting — a multitouch approach that drives awareness and reinforces engagement with valuable automotive offers.
The Results
After running national and regional campaigns with Source Path Digital, automotive brands keep coming back to plan and optimize recurring long-term campaign strategies.
New Vehicle Sales — Source Path Digital has proven to increase new vehicle sales across national campaigns, new vehicle launches, and special offer initiatives.
Used Vehicle Sales. When vehicle inventories fluctuate, market conditions change, or consumer demand shifts, Source Path Digital has proven to help OEMs and dealerships move pre-owned inventory they have on hand.
Service & Aftersales Campaigns. Dealership service departments are key profit centers for automotive brands. Source Path Digital consistently attracts vehicle owners to have their service done at a dealership, while also supporting cross-selling campaigns to convert service appointments into trade-in and sales opportunities.
Engagement Metrics. Impressions, clicks, email opens, direct mail responses, and web activity maintain consistent and high value engagement as consumers progress through the vehicle research and purchase journey.
Sales Matchback Reporting. Attributing how campaigns positively contributed to sales is done by matching the identities of the campaign audiences to the identities of people who purchased vehicles. Source Path Digital remains a high performer with this important KPI that directly impacts the bottom line.