Leveraging Data and Digital to Transform Automotive Marketing - ERP Spain.com - España y América Latina

The New Normal has accelerated the auto industry’s race toward a superior ecommerce-driven customer experience for new car sales and aftersales. But the obstacles are many: · Lackluster digital retailing experiences—characterized by misalignment of dealer and OEM offers plus an absence of real-time inventory access—are undermining a full digital shift. · Fragmenting paths-to-purchase have increased the importance of marketing attribution as consumers turn their attention, interest, and buying activity to digital channels. · A siloed approach to managing data—created by the distinct repositories OEMs and dealers maintain for customer, transactional, and marketing performance data—is inhibiting insights and activation. As automakers learn to leverage data and undergo digital transformation at the same time, marketers are also looking into the future to better position themselves. Discover the future of automotive marketing in a customer-centric world.