Sometimes, it can feel like every day brings a new technology development we absolutely must adopt.
While it can be difficult to keep up with it all, not doing so can damage your business – while boosting your competition. Which is why most of us are eager to put in the work to stay on top of developments.
Enter machine learning. More than a shiny new digital advertising widget, it may change how we do almost everything related to sales and marketing.
You could call machine learning the way of the future – except that it’s already here.
And the most successful dealers are incorporating it into their marketing plans, right now.
As a new article from Auto Dealer Today explains,
“Machine learning entails finding patterns in highly complex data sets that are beyond the capability of a human brain.”
Once those patterns are identified, we can respond to them to create the shopping and purchase process that meets and exceeds a customer’s expectations and needs.
For dealers, this capability can be the path to winning the micro moments – the series of small, but pivotal points in the shopping process when consumers make decisions that move them toward you, or toward your competition.
In today’s world of eerily on-target recommendations from Amazon and Netflix, shoppers now expect their online experiences to be fully personalized.
That personalization is a result of gaining insights into the individual’s desires, and acting on them immediately to create a satisfying experience. It’s a process that, if done right, could work wonders for the car shopping process.
An effective machine learning program gathers data on the potential customer, merges it with other sources, analyzes it, and predicts what type of experience and result the shopper is looking for.
A great salesperson can read a customer extremely well. But they’re only human.
A machine-learning capability can enhance those human skills with abilities like tracking a customer around the web, pulling in connected data from social media and other sources, and directing engagement to the right channels.
Machine learning can even empower you to know when a customer is beginning the shopping process before others, so you can make a preemptive connection.
This technological evolution will do more than help sell cars.
It can make the overall experience better, smoother, and more personal. The result is a better customer relationship, and increased loyalty.
Combining old-fashioned human talent and instinct with the advantages of machine learning can make things better for both sides of the sale.
Stay tuned for the September issue of Car Biz Today magazine, where our President and Chief Product Officer will share more insights about how machine learning is changing the auto industry for the better.