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Cost has been pointed out as the biggest barrier to personalization when buying cars, but it will be solved by synthetic intelligence.
This was stated by Ed Clark, chief product officer at The Lead Agency, who was a keynote speaker at a webinar on artificial intelligence.
Clark, a pioneer in the automotive marketing generation for more than 15 years, said AI is the lead agency to take it to the next point by “opening doors to personalization” that were previously firmly closed.
The concepts that were released were not new, but they were simply blocked by concerns about diminishing returns.
“It would get to a point where the amount of cash needed to generate a sufficiently detailed information point would no longer be spent,” he said.
“AI, however, allows us to get to that granular point of segmentation and then personalization.
“For example, you could run an ad aimed at a 25-year-old woman who drives a specific car, lives in a specific area, and has special interests.
“By interacting with them, you can capture them and react to them on a private level. “
Clark said symbology is key when displaying cars for sale, and it’s helpful for a visitor to be able to identify with a symbol displayed on advertising and marketing materials.
As an example, he showed some photographs of a Ford Kuga in a picturesque European setting that, while showing the car at its most productive, did not necessarily reflect life in the UK.
In Britain, he said, a potential visitor can simply “be sitting in front of Asda in the rain. “
Clark said there are now AI teams that can generate more applicable images, such as Kuga himself parked in front of a space on a familiar-looking British street, or uploaded through a young circle of relatives in one position for a day.
AI can simply converse with the user to gather more expressed needs and main points than popular knowledge-gathering techniques can capture, and that’s where true personalization can occur, he said.
Will McMahon, head of generation and innovation at The Spark Foundry, focused on creating symbols and said that AI gives everyone the possibility to be creative.
He also referred to the concept of “machine marketing,” which emerged with the advent of Alexa and Amazon’s devices.
And is it possible that Google has peaked?
McMahon said, “Right now, Google is going through a rough patch because peak retailer searches aren’t done on Google — they start with one retailer.
“In fact, 56% of product searches are done on retailer sites. There has been a divestment from Google to Amazon.
“But at the same time, more young generations are turning to TikTok, so Google has a bit of a challenge in that regard.
“In the future, I don’t think it’s as undeniable as just saying ‘Google. ‘I think we’re going to have a much more confusing ecosystem.
McMahon and Clark participated in the webinar through Jason Craker, Changemaker’s Chief Transformation Officer (Automotive) and Polestar’s former Chief Digital Information Officer, and the consultation was moderated by Rep. Patrick Fuller.
Lead Credit: Dominic Lipinski/PA Wire/PA Images
John has been with Car Dealer since 2013 after spending 25 years at the newspaper as a journalist and then deputy editor/deputy editor of regional and national titles. John is the Deputy Editor of the Editorial Department, working at Car Dealer and managing social media.
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