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Source: Webchutrey Automotive Survey, 2010; JD
Power New AutoShopper.com Study

Principle 1: Know in advance what REVS up your customer
Effective ‘intent marketing’---pairing
the digital message with the customer’s
reasons for buying---requires identifying
the individual’s motivation and context
in real time. This is done by collecting
data about such things as the customer’s
search route to the site, responsive touch
points and familiarity with the brand.
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The process begins with data collection,
which is then organized into predictive
profiles. Content aligned with respective
profiles is produced to reside on the site
and be primed to appear when triggered
by appropriate responses.
With global campaigns, different cultural
expectations become another key
customer differentiator. In the United
States, for example, the length of vehicle
Principle 2: Customize the experience, dynamically
To drive the greatest results, each visitor
profile is technically referred to as
‘component-centric, data-first’ in contrast
to the original model of ‘page-centric,
creative-first’ websites. At a dynamic site,
page content is not static; instead, content
is variable to provide different visitors with
different experiences.
Consider, for example, two visitors to an
automotive site. One is arriving for the first
time by way of a keyword search; the other
is returning for the third time and is close to
making a purchase. A dynamic site presents
a different homepage for each visitor, with
targeted messaging specific to his or her
respective profiles as registered in
previous visits.
Dynamic websites are updated and revised
continually, based on the ongoing input of
analytics and feedback loops measuring
the effectiveness of content. Content is
assembled with flexible ‘building blocks’
or modules (imagery, copy, features,
promotions, links to other sites) that align
with customer profiles and histories.
The rapid adoption of search-and-clickstream
technology and third-party data
providers is making intent data readily
available. Additionally, visitors can also
ownership is steadily rising thus the
information about durability can be
particularly relevant. In China the majority
of customers are first-time buyers who
pay with cash rather than debt. In Europe,
government incentives encourage demand
for smaller, fuel-efficient cars. To be
relevant, sites oriented toward different
geographical markets must feature
content consistent with cultural factors.
be asked questions about their needs for
their next vehicle, guidance which can
be used to push individualized content to
them. This dynamic approach filters the
site by ‘de-averaging’ content and enabling
the fine-tuning of messages. This online
experience extends to the full spectrum of
customer engagement as email addresses
and contact information are captured
for further communications including
telemarketing. Furthermore, customer’s
responses are automatically fed back into
the system to refine his/her user profile and
enrich subsequent experiences.