Yahoo has filed a patent that details how the company may seek to charge advertisers based on a viewer’s social influence on the Internet.
According to the patent filing, social influence may be measured by the number of followers contacts and mentions a user has as well as the title of the user. In other words, the more influence a user has, the more an advertiser may need to pay to put their ad in front of that user.
uNotifi has been using Internet influence scoring in its automotive marketing CRM software for more than three years, helping dealers learn more about the segments of their database that will provide them with the best ROI for their marketing spend.
uNotifi identifies and scores dealer customers who are most influential on social websites and the Internet. An Influencer Score is a score from 0 to 100 (100 being most influential) that seeks to measure influence based on an individual’s audience reach, ability to spread ideas, propensity to create ideas, and independence.
Using this information, uNotifi is able to help dealers understand more about their customers and how to more effectively communicate with them to improve response rates as well as incentivize them to broadcast the dealer’s message to their followers and friends.
A new Google study — “Mobile In-Store Research: How in-store shoppers are using mobile devices” – focuses on in-store consumer behavior and finds that 84% of smartphone shoppers use their devices to help shop while in the store.
The top way consumers use their phones while shopping is to search:
From a car dealership viewpoint, one of the most interesting aspects of the study found that one-third of shoppers use their mobile device instead of asking for help from sales personnel:
This can lead to lost sales opportunities – unless you have uNotifi’s automotive marketing CRM system featuring Mobile Alerts, which notifies sales associates when one of their top customers walks into the dealership.
Mobile Alerts also detects customers when they bring their vehicle in for service and sends them personalized text messages based on the status of their vehicle. Customers can respond to the message, alerting a sales associate who can then immediately tend to the customer needs.
Mobile Alerts can be used to offer test drives, extended service contracts, vehicle accessories, trade appraisals and much more. And it makes these offers in real time, to eligible customers at a time when they have time to kill – in the waiting lounge. Mobile Alerts allows a dealer to take service and sales philosophy into the digital era.
Most people hear the word “closing” and think of Alec Baldwin’s epic speech in the film Glengarry Glen Ross. Well, today’s salesperson must always be building relationships.
Relationship building coupled with technology makes traditional closing tactics a thing of the past. But this isn’t simply a call for more schmoozing; this is a call for a technology platform that provides sales personnel with insightful knowledge about the customer’s wants and needs and how customers want those solutions delivered.
Today’s salesperson can operate as a one person army, generating their own opportunities, creating their own leads, and taking control of their own direction with the help of a automotive-focused CRM system that applies the tactics of marketing to their proven ability to build relationships.
For example, uNotifi’s automotive marketing CRM software provides relationship-building tools that include:
- Automatic text messages to your customers when their vehicle service is completed
- Text notification to sales personnel when top tier customers are visiting the dealership or service center
- Automatic text messages to customers when service is due or their special order parts have been checked into inventory
- Two-way texting between the service writer’s computer and the customer’s phone
- A customer reward point system to create customer loyalty at the dealership service department
- Offering customers their own personalized vehicle information page on the Web or via an exclusive iPhone app
A multi-faceted automotive marketing CRM system that supports a talented salesperson’s ability to build relationships means more “closing” more often.
Data-driven marketing – the use of customer data to drive marketing and sales processes – has been credited with delivering an average ROI of 145 percent, nearly double that of traditional marketing methods.
For many dealers, customer data is scattered throughout a number of different databases, making it a challenge to collect and consolidate, then mine for useful marketing information. Investing in a CRM system that aggregates, cleanses and validates this information is the first step in crafting marketing campaigns that really resonate with customers and prospects.
Here are some tips for choosing a system that builds and optimizes your customer data:
Collection – you need to be able to integrate data from every source within your company as well as from vendors.
Cleanse and validate –consumers and dealers frequently enter data into their system inaccurately. Address standardization is done to improve the matching of addresses. By using standardized addresses, you can improve internal matching and be able to execute geographic maps or select with improved accuracy.
Build customer history record – to understand a customer’s behavior, you need to understand a customer’s interaction with the dealer. By creating a master customer information record and populating it with details identifying the time, type, and transaction with the dealer, you get a useful database that adds greater value to your communications.
Identify opportunity – sorting through the database to identify purchase habits and trends can create vast opportunities for future sales.
Update and maintain – customer databases need to be updated and maintained on a regular basis; having a uniform system allows you and your employees to continually update and maintain this important asset.