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BEST PRACTICES & STRATEGIES

identified on Google or Facebook and contacted via ad evolve from a one-to-many to a one-to-one com-
campaigns. Again, pseudonymous data ensure privacy munication. This next level of customer communication
in this case. If the potential buyer then enters into a evolution provides marketers with the ability to target
dialogue with the dealer, or responds to the approach customers and potential buyers, while significantly
by making a purchase, the customer lifecycle is kick- reducing wastage through ineffective communication
started, and customers are approached in a and false buying incentives. Customers in turn benefit
personalized manner in the future. from suitable offers and tailored special offers. ◊

Clear is that the role of the marketer will change as a By Daniela La Marca
result of the further automation options, namely drifting
away from operational execution towards planning and
strategy development, and the customer approach will

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