Pub. 1 2019-20 Issue 2

Issue 1 2020 35 WVADA offers that are contextual to where the shopper is in their jour- ney on their preferred device and in their preferred media. It is impossible to do for all the shoppers in your market without technology; specifically, a marketing automation platform. Most marketers have adopted the DMP, but the truth is, you need both. Marketing automation tools take that data and leverage it to personalize messages. Application: Prepare to open your budget and start vetting partners nowwho offer marketing automation platforms ready to harness data to deliver omnichannel solutions. Wrapping it up Customer loyalty has a new currency – personalization. You expect companies, no matter what they sell or service, to know what you want andbe ready to respondwith immediacy. In thepast,wehave been able tomake changes gradually. In today’s market, tomorrow is too late. And although change cannot happen all at once, we can all take one step this week to win today’s consumer. t Jonathan Lucenay is the founder and CEO of Client Command. Client Command identifies and engages active shoppers as soon as they enter the market, helping dealers turn car shoppers into buyers and drive higher gross profit. For more information, visit clientcommand.com to request a demo or contact kevinnewman@pgwva.com. In the past, we have been able to make changes gradually. In today’s market, tomorrow is too late. And although change cannot happen all at once, we can all take one step this week to win today’s consumer.