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By Carol Fairchild, Chief Customer Officer, CitNOW

It’s not often the UK automotive retail world can claim to be a marketing trailblazer, but in its use of personalised video messaging, it’s a fair comment.

As we enter a new decade, trends and predictions are widespread. A recurring theme is personalisation, as video gains even more ground in the marketing sphere.

Personal video messaging, showing customers any work required following a visit to the workshop, propelled the use of video in the automotive retail sector. Sales executives also benefitted from the higher engagement levels that video messaging delivers.

Despite the longevity of personal video messaging in the sector, some of the latest marketing statistics make particularly interesting reading.

The ‘Privacy and Personalization’ report from SmarterHQ found that almost three-quarters (72%) of consumers will only engage with a business if the message is personalised. In its 2018 ‘Personalization Pulse Check’ report, Accenture found nearly all consumers (91%) were more likely to spend their hard-earned cash with brands providing high levels of personalisation. These are the brands that remember them and provide them with relevant offers and recommendations.

Just think about that for a moment. Nearly all consumers’ willingness to purchase is massively influenced by the personal touch.

That’s the power of personal video messaging. It may be a new phenomenon to other markets, but it is already well established in automotive retail as we face the decade ahead.


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