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Dealers to share insight into tracking buyers through the digital customer journey

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Cambria Automobiles, Swansway Group and Marketing Delivery will all provide their tips for keeping in touch with customers that switch across multiple communication channels during the car buying process at this year’s AM Digital Dealer Conference.

Marketing Delivery managing director Jeremy Evans says consumers retain a strong preference for communications via email and SMS with mobile more often the device of choice. He will run a workshop as part of the agency’s sponsorship at the event which takes place on September 15 at Silverstone.

The AM Digital Dealer Conference focuses on the key components of a consumer’s interaction with a business – the online content which drives them to make contact; the analytics and data which provides intelligent  insight; and the experience itself, both online and when they visit the dealership.

A series of masterclasses will take place before and after lunch which enables dealers to tackle some of the  major digital challenges in greater depth.

Evans will be joined by two of his clients – Ian Godbold, marketing director at Cambria Automobiles, and Anna Ling, marketing manager at Swansway Group.

Together with Marketing Delivery, Ling has been mining the group’s data to create a highly targeted and successful digital strategy.

Godbold has undertaken a focused approach on re-engaging apparent  lost sales as well as measuring how consumers are interacting with the website and understanding  the customer journeys which are being undertaken.

Evans said: “By focusing on people who were considered as not interested or who told sales executives they had purchased elsewhere, one of the Audi dealerships, which piloted the Car Alerts campaign has sold an additional 10 cars a month. We look at the original enquiry, such as a used car, for example, and apply precision marketing, so we may communicate a change in price, and by so doing, we are re-engaging with people and the results follow suit.

“It does require attention to detail and the appetite to tailor a genuinely individual message, but this is the kind of service and relationship building consumers are experiencing elsewhere in retail so they certainly expect highly personal treatment when they are spending thousands of pounds on a car.”

The session will explore how dealers can make their digital communications tailored and persuasive while identifying website analysis which matters and how to make tweaks to increase return on investment by using real examples with the dealers themselves on hand to explain their methods and results.

Tickets are only available to dealers and vehicle manufacturers. To book, please contact Emma-Louise Kinnaird on 01733 395133, email emma-louise.kinnaird@bauermedia.co.uk or visit www.amdigitaldealer.co.uk.

Suppliers wishing to exhibit please email sheryl.graham@bauermedia.co.uk or call 01733 366467.

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