Nobody buys a new car in a hurry. After all, a car is the second most expensive purchase that people routinely make (after a home), and those purely interested in utility or seeking an emergency replacement tend to shop second hand. A new car is a status symbol. It represents who you are, how you live, and what you like to do in your spare time – and that’s without thinking about keeping your family safe, the likely weather and road conditions, and your mileage and environmental preferences. Automotive clients know what they’re looking for and are willing to hold off until they find it. So, the buying journey can take years and approaching the right customer in the right way is absolutely critical.

Poor quality data is the result of numerous errors that can progressively ruin the success of your marketing campaigns. In fact, according to IDG, poor data quality is one of the modern marketer’s biggest concerns, with 66% of those polled declaring data quality and accuracy as a “top priority”. 

Inaccurate names, addresses and contact details, along with duplicate records and decayed information, will distort your view of a customer, resulting in poor campaign results and inaccurate insights. Worse still, it creates a bad experience for your customers whereby they either miss out on a specific offer, are targeted wrongly or receive the same message multiple times.

Customers are now more in tune than ever before with knowing what they want from a brand experience, and how they want to be engaged with. According to Accenture, 81% of consumers want brands to understand them better and know when, and when not, to approach them.

It’s clear that marketers understand this too because 77% believe real-time personalization through customer data is crucial. However, despite knowing this, only 33% of marketers admit to actually being able to truly personalize the customer experience in real-time.