Dive Brief:
- Cadillac has partnered with Amazon Vehicles, AWS and ZeroLight, a company that offers cloud-based 3D interactive experiences, to showcase a cloud-based concept for car marketing at CES this year, ZeroLight revealed in a press release.
- Consumers will see customized ads based on personas during the awareness and consideration stages of buying a new car. The ads will drive viewers to an Amazon Vehicles page with ZeroLight's interactive 3D configurator. Site visitors can use the tool to select from different colors, interiors and wheels to personalize the car as they'd like to see it. After they finish, customers see a programmatic personalized video ad of the car they designed and then receive a personalized email from Cadillac with the car and links to book a test-drive at a dealership.
- At the dealership, consumers can upload their personalized configuration and test drive the Cadillac XT6 through a wireless VR experience and an interactive AR app on an iPad. The dealer can update these interactions into their CRM dashboard in order to track the customer and personalize further transactions. Customers walk out with an interactive digital brochure and AR user guide.
Dive Insight:
The automotive industry has not always benefited from cross channel marketing data the way other sectors have, since car purchases have a long decision period that involves research both online and offline. Cadillac’s partnership with Amazon, AWS and ZeroLight illustrates a potential way for car sellers to track consumers from their early interest stages through to conversions using a CRM platform and digital marketing tools.
The goal of this conceptual approach is to deliver a personalized cross-channel shopping experience, from online research to dealership visits and beyond, with all media content rendered in the cloud, which removes the need for dealerships to invest in high-end hardware. Leveraging the cloud would enable interactive marketing that is managed centrally by the original equipment manufacturer (OEM) so there is a more consistent experience for car buyers across channels.
A tech-oriented car sales approach could help attract new buyers to Cadillac, which has lost market share to foreign competitors such as Mercedes-Benz and BMW. Less than 7% of luxury cars purchased by Americans are Cadillacs, according to Business Insider. Using data to track potential buyers could help dealerships better personalize ads and more effectively follow up in order to close deals.
CES, which is taking place this week in Las Vegas, has become an important event for auto marketers, in particular because of the demand for tech-enabled features. So far at this year's show, Amazon has been making a concerted push into the auto marketplace with several announcements, including integrations for its digital voice assistant Alexa with Telenav and Here Technologies for voice navigation as well as new partnerships with JVC Kenwood and Fiserv.
The car industry faces challenges as some consumers are looking to drive less and use alternative transportation and ride sharing services. Some 70% of Gen Zers also don't have a driver's license, and 30% don’t plan to get one. As consumers look for green alternatives, marketers that can deliver a personalized high-tech experience may have the potential to drive brand awareness and consideration with digitally savvy consumers for when they are ready to make a purchase.
