If you have ever shopped on sites like Amazon, eBay, or Expedia, you are likely familiar with the concept of recommendation marketing. However, you may not know just how effective this type of marketing is. In fact, Amazon’s recommendation engine generates 35% of their revenue and according to an article on Fortune.com:
“Judging by Amazon’s success, the recommendation system works. The company reported a 29% sales increase to $12.83 billion during its second fiscal quarter, up from $9.9 billion during the same time last year. A lot of that growth arguably has to do with the way Amazon has integrated recommendations into nearly every part of the purchasing process…”
Recommendation marketing is essentially upselling 2.0. Companies like Amazon, Expedia and Netflix track what you view and use an algorithm to determine which additional items you are likely to purchase/watch. A humorous example of this is the drug dealer example; when someone looks at a scale on Amazon, Amazon recommends a vaccuum-sealed storage container, rolling papers, and a spice grinder because these are items that are frequently purchased together.
How can auto dealers incorporate recommendation marketing?
One way is Dynamic Remarketing. This type of remarketing shows potential buyers ads based on the inventory they viewed on your site. For example, if someone viewed a Ford Explorer, you could show them ads for some other Ford Explorers in your inventory or other models that people tend to also look at; like the Edge, for example.
Another way is Website Personalization and Geo-Fencing. With these tools you can set rules that change the images, messaging and CTA’s on your site based on where the user is located and/or which pieces of inventory they viewed. If the user is a student at the local university, you can recommend vehicles under $10,000, for example.
A third way is with lookalike audiences on Facebook. Lookalike audiences are when your CRM list is uploaded to Facebook and Facebook advertises to those that share similar characteristics to your current customers. Similar to how Netflix recommends shows to you based on what your Facebook friends watch.
If you want to get started on recommendation marketing or would like to learn more about any of these tools, drop us a line or subscribe to our newsletter!