Digital Dealer - January 2019 - 6

M A R K E T ING & ADVERT ISING: Dig ita l Reach & Engagement

Facing Sales Slump,
Automotive Brands
Can Win by Adding
Real-World Value
in the Digital
Shopping Journey
By Brian Solis
Principal Analyst and Futurist, Altimeter
Brian Solis, principal analyst and futurist at Altimeter, the
digital analyst group at Prophet, has been called one of
the greatest digital analysts of our time by CMOs and
CEOs of top brands. He studies disruptive technology
and its impact on business. He is also a digital
anthropologist who seeks to better understand how
technology affects and shapes behaviors, norms, and
society. Through his research and published work, he
humanizes disruptive trends to help leaders understand
how technology, markets, and people are evolving and
how to drive innovation and growth.
In addition, Brian is an award-winning author and a
world-renowned thought leader in digital transformation,
innovation, experience design, and digital humanities.
Brian has authored several best-selling books, including
X: The Experience When Business Meets Design,
What's the Future of Business (WTF), The End of
Business as Usual and Engage!
With a loyal online audience
of over 700,000 people
online, his work makes him
a sought-after thoughtleader to leading brands,
celebrities such as
Oprah, Shaq, and Ashton
Kutcher, and over 1,000
startups.

6

JANUARY 2019

D I G I TA L D E A L E R . C O M

Automotive analysts
predict a slump in sales
in 2018 compared to 2017.
And even though the U.S.
economy and industry
remain strong, according to
General Motors chief
economist Elaine Buckberg, manufacturers are
pressured to concentrate
on competitiveness,
cost-cutting, and productization to drive growth. But
to truly succeed, brands
and dealers need to do
more than refer to the
traditional playbook of
seasonal sales, rebates,
dealer incentives, and
broadcast marketing. To
win, brands must also
update the marketing
playbook to optimize for the
digital purchase journey.
So, what does it take "to
win?"
In a word, "assistance."
These days connected
customers are seeking
more "assistive experiences" that engage shoppers

at every point in the
journey and guide them to
their next best action. This
is different from traditional
print and television approaches.
Previously, marketing
was aimed at creating
broader awareness
through branded advertising and also via local ads
timed with sales events
and special offers. But
digital, changes how
customers shop while
also signaling to marketers how to better engage
them during their journey.
Now, brands and dealers
can plug into customer
intent to more effectively
reach desired audiences
and engage customers
with more relevant and
useful messages, offers,
and experiences. More
so, with digital, marketers
can measure reach and
engagement in real-time to
learn and improve campaigns and grow in the
process.

DIGITAL PUTS THE
CUSTOMER IN THE
DRIVER'S SEAT. It's

no longer news that the
customer is digital-first.
But what is in need of
attention is the impact
of digital and mobile on
the shopping journey.
For instance, mobile has
completely disrupted
the traditional concept
of the linear purchase
funnel. Now, journeys
are dynamic, incredibly
fragmented, and in real
time with no two journeys
resembling one another.
When it comes time to
shop, consumers reach for
http://www.DIGITALDEALER.COM
Digital Dealer - January 2019

Table of Contents for the Digital Edition of Digital Dealer - January 2019
