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Hyper-Personalized Automotive Marketing Strategies Drive 87% ROI Increase

By leveraging predictive modeling, incentives, and multi-channel engagement, this leading automaker boosted sales, reactivated inactive customers, and generated millions in incremental revenue and dealership visits.

Industry: Automotive

2X

increase in dealership service visits

27%

incremental revenue life from inactive customers

87%

increase in ROI from digital campaign

Challenge

For the past two decades, this automotive manufacturer has been working with Concentrix to bring innovative technologies to its automotive marketing strategies. Whether it’s increasing sales of new vehicles, encouraging service visits for existing vehicles, driving more traffic to local dealer websites, or implementing social media programs to generate test drive registrations, we’ve collaborated on it all.

Over the years, digital engagement has become paramount, leading our client to recognize the necessity of hyper-personalized marketing strategies that can more effectively reach diverse customer segments. With a customer base consisting of both active and inactive users, the company sought to revitalize engagement and increase sales while also winning back former customers who had drifted away.

Solution

Turning to Concentrix’s Performance Marketing Group, the client initiated a series of comprehensive marketing programs that encompassed digital display ads, social media campaigns, direct mail, and email communication. The overarching strategy focused on leveraging data-driven insights and predictive models to design targeted, personalized interactions across all consumer touchpoints.

Key features of our collaborative approach to innovating automotive marketing strategies include:

  • Hyper-Personalized Marketing: Utilizing consumer transaction history and engagement behavior, we analyze customer segments to develop highly relevant communications with such dynamic content as:
    • Variable vehicle images tailored to each customer
    • Personalized service offers based on vehicle history
    • Customizable messaging that matched individual customer profiles
  • Multi-Channel Engagement: By optimizing the channel mix to align with customer preferences, we ensure that communications reach users where they are most likely to engage. This includes social media retargeting, email outreach, and strategic digital advertising campaigns that capitalize on customer insights.
  • Incentivized Actions: To encourage service visits and vehicle purchases, we implemented personalized incentives designed to motivate customer responses, such as fuel gift cards for registered test drives and exclusive offers on vehicle services.
  • Data-Driven Predictive Modeling: By continuously refining the segmentation strategy through robust analytics, we craft targeted campaigns that address the unique behaviors and preferences of each group, leading to a more effective approach in driving customer engagement.

“Partnering with Concentrix transformed our marketing efforts. Their team understood our challenges and crafted solutions that truly resonated with our customers. We’ve seen engagement soar, and our revenue has reflected that success.”

– Client Representative

Outcomes

Year after year, each innovation has allowed the automaker to engage more drivers, maximize dealership visits, and realize new revenues. Some of the most notable results from our automotive marketing strategies include:

10,000 vehicles sold through a redesigned service to sales program

42% lift in inactive customers via targeted marketing strategies with a 2X increase in dealership service visits

$5.5M increase in revenue with a data-driven digital campaign redesigned for each customer segment and crafted for an array of channels with an 87% increase in ROI

$4.5M in incremental revenue from inactive customers through retargeting on different channels with a 27% incremental lift compared to the control group

$2M increase in revenue through a targeted social campaign aimed at prospective car buyers with 11,000 test drive registrations

$1.26M in incremental quarterly revenue from hyper-personalized digital communications with an 18% click through rate

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