The Oracle Data Cloud blog highlights the latest data-driven insights and trends in digital marketing and ad tech.

5 Ways to accelerate your automotive sales-event campaign

This week’s guest blog post is contributed by Arianne Walker, Sr. Director, Automotive Industry Strategy, Oracle Data Cloud.

The holidays are fast approaching and with them come automotive sales-events.

These sales-events often have great names like, “A December to Remember,” or, “The Season of Audi.”

The campaigns that join them can bring out great emotions in customers and are memorable—whether a customer is in-market for a new vehicle, or not.

But beyond memorable creative, sales-events are ultimately designed to get shoppers through those dealership doors.

Getting your message to the most relevant group of will-be buyers is the goal of any sales-event campaign.

Our team deploys data-driven audience plans for various campaign types, with sales-events being one of the most common—so to help automotive marketers, we’re sharing five ways to kick your holiday sales-events into high gear:

1. Leverage active shoppers on your brand properties to segment and customize sales messaging. 

Consumers shopping on your site are prime prospects. The more you know about your customer, the better you can message the right things to them. Learn how to leverage owner audiences to enrich your site data in order to segment and create more meaningful holiday sales messages.

2. Capture ripe prospects by targeting active shoppers on automotive properties.

It’s not a one-size-fits-all approach—get the details on how to build a strategy and use this target as the foundation to expand your reach of conquesting prospects.

3. Focus holiday messaging on near-market audiences to pull demand forward.

Once you’ve checked the boxes on prime prospects for sales-event programs, targeting near-market consumers can help pull demand forward. Discover new ways to add more potential buyers to your campaign using this method.

4. Leverage key words that deliver a strong sales signal.

Target at a deeper, more meaningful level by reaching consumers searching for specific incentive keywords this holiday.

5. Use deal-seeker audiences to connect with highly engaged consumers.

Learn how to apply deal-seeker audiences that are most open to an incentive-based message. 

For more details about sales-event targeting best practices to use year round, check out our white paper.

There’s a lot to consider when creating the best audiences for online targeting. Our data-driven automotive experts will gladly put together a priority list of audiences for you.

We can also create customized audiences specifically for your next sales-event as part of the most complete targeting strategy. Contact The Data Hotline today to get started. (What's The Data Hotline?)

About Arianne Walker

Arianne Walker leads automotive industry strategy at Oracle Data Cloud.

As a thought leader and market voice, she helps automotive marketers discover and implement the best possible audience strategies and delivers data, insights and perspective on broader auto industry initiatives that impact and influence the marketing and advertising strategies of automotive marketers. 

Stay up to date with all the latest in data-driven news by following @OracleDataCloud on Twitter and Facebook!

Image: Shutterstock 

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