Growing and expanding digital content is a great way to connect with current customers and reach out to new clients as well. But if you’re investing the time and effort in quality digital content, it’s just as important to have a plan on how to collect, analyze and use the data that can be captured.
Data collection used to have a bad name. People avoided sharing personal information and the general thinking was that customers simply wouldn’t be willing to trade personal privacy for what was then seen as a minor convenience.
My, how things change.
As people have become increasingly comfortable with sharing various elements of their lives, companies have stepped up their response with better marketing and services in tune with each of their customers. While the collection of data is often painted as an impersonal and detached process, it actually allows business to customize and cater to their customers. It’s the modern way to deliver truly personal service.
And it’s what customers want. While personal privacy is still important, customers are more than happy to give up bits of data to a company who uses it to deliver tailored information, offers or services. That’s one of the biggest reasons more and more companies – regardless of their size – are making data sovereignty, analytics and AI a top priority.
- By 2020, 57% of business buyers will depend on companies to know what they need before they ask for anything. This means having solid prediction capabilities with your AI will be the key to keeping your customers. (Salesforce)
- When asked about the next big marketing trend, survey respondents identified consumer personalization (29%), AI (26%), and voice search (21%) (BrightEdge)
- Business leaders said they believe AI is going to be fundamental in the future. In fact, 72% termed it a “business advantage.” (PwC)
- In a survey of over 1,600 marketing professionals, 61%, regardless of company size, pointed to machine learning and AI as their company’s most significant data initiative for next year. (MeMSQL)
Centralize the Data Under a Single Platform – Your Platform
The biggest thing companies can do to bring data together in a useful way is by not hosting content across multiple platforms. Having various forms of content hosted on YouTube, Facebook, and other platforms simply gives the hosting site all the advantages of contact with customers without having to do the hard work.
Instead, companies need to bring their content together under a single host that can deliver content and gather the data companies need to grow. As customers come to expect enhanced or customized services, the personal touch data can bring makes all the difference.
About This Series
This video and post are part of a series titled Video Marketing for Auto Retailers which also includes a Free Online Video Course. The series and course are brought to you exclusively by Flick Fusion – the auto industry’s foremost video marketing platform. Previously published titles in the series include:
- Video Marketing Tip: Host Controls the Shopper Experience
- Video Marketing Tip: Hosting & Distribution
- Video Marketing Tip: Video Editing Software
- Video Production Tips For Auto Retailers – Equipment & Lighting
- Video Marketing for Automotive Sales Professionals
- Examples of Value Proposition Videos
- 6 Video Types for Auto Dealers and Retailers
- 5 Ways Retailers Will Fail With Video Marketing
- Video Marketing for Auto Retail – Free Online Video Course
In addition to the videos and posts in the series, we also provide periodic webinars for automotive professionals interested in video marketing. Recent best practices webinars include:
- 4 Stages of Video Marketing Success
- Your Video Marketing Strategy is Only as Good as Your Platform
- Video Marketing Hacks for Automotive F&I