In an article about the recent J.D. Power Automotive Marketing Roundtable, Adweek discussed how the future of automotive marketing could walk a fine line between readily available…and just plain creepy.
Read the article to find out how one company is using Big Data to follow consumers around based on vehicle registration information in order to better target advertising. Shoppers could see one type of ad while in one dealership, and see another ad from the same company when they cross the street to check out another dealer.
The privacy argument swings both ways. Many people are uncomfortable with data we generally think of as private being used in this way. But others say that millenial shoppers live a mobile, fast-paced life and expect brands’ marketing to keep up.
From the article:
“[Millenials] expect the [auto purchase] experience to be quicker than the local sales guy wants. And they expect to be able to whip out their phones to comparison shop while they’re walking the car lot.”
Find out more on how digital shapes the auto purchase process in our white paper.
What do you think? Is it a little creepy to imagine auto marketing software that tracks where you go and knows where you live? Or is it just one more thing we give up in the name of convenience and personalized marketing? Let us know in the comments.