The Robot Uprising and Dealership Advertising
Throughout history, visions of the future have often been those of efficiency and convenience.
The industrial revolution brought mass production for goods. The boom of the automotive industry brought with it accessibility to the world around us.
The digital age brought people, ideas, and products together from across the globe in ways that were never possible before.
Of course advertising is also becoming more automated. In fact, studies predict that spending for automated marketing and advertising is expected to reach up to $25.1 billion annually by 2023. It is easy to understand why when you look into the way it increases targeting efficiency and budget performance.
Automation makes planning easier, and often knows what we need before we do. Since measurement has improved with the dawning of automation, it allows advertisers to refine performance. Automated bid adjustments move your budget allowance towards ads that are performing strongly. This makes ad purchasing decisions and future strategy straightforward and easy.
The artificial intelligence of the ad world understands human behavior better than most humans do. It observes nearly everything we do online to detect what our individual interests and buying habits are. It interacts with consumers while also recording and analyzing every detail of that interaction. It uses this information to match digital advertisements with the most relevant customers.
Now you might think to yourself, “What about authenticity? If advertising is driven by machines, won’t it seem fabricated and impersonal?” But automation can actually drive authenticity because of its improved targeting. This helps businesses tailor their advertising to better evoke a response from customers. When businesses get the laser-targeted audiences they want, and consumers get the messages they want for things they have already shown interest in, everyone wins.
The future with automation and artificial intelligence isn’t one of dystopia and world domination as depicted in the media. It’s not even one of it taking over all of advertising. The need for human touch and strategy won’t go away. Dealerships still need people who understand their dealership and their goals to create ad visuals and copy that convey their message. And aligning that message with the rest of a cohesive marketing strategy is far from automatic.
Though less dramatic, the future of automation is simply using it as a tool to alleviate some of the grunt work. Allow it to help personalize communications, get the most out of your budget, and increase efficiency for your business; giving your team more time to focus on other ways of showing off your business.