Market interest in a product can always be measured through the volume of searches and the demand for keywords related to that product.
From multiple perspectives
For agents and even sales staff
For the distribution model where both manufacturers and dealers invest in advertising. The manufacturer’s budget will primarily be allocated for media and brand awareness. Part of this will be transformed into information that interests customers.
Building a dedicated advertising system, including a website and a budget for running Google and Facebook ads.
Complexity arises when sales units begin competing with each other for customer information. Authorized dealers and units selling similar products will fiercely compete to attract customers who express interest through search volume on Google.
Fierce competition in exploiting customers who express interest through search volume on Google.
Manufacturer’s perspective
Excessive competition among sales agents will “erode” the benefits of the dealers and be detrimental overall.
In some cases, manufacturers also compete with dealers on keywords. This is entirely unnecessary and can be addressed through customer data technologies.
The “search volume” for a product stems from the following factors:
- The manufacturer’s brand
- The manufacturer’s media budget for the product line
- Ads run concurrently by the dealers
From this, dealers and the manufacturer’s marketing department can tap into potential customers through paid Google keywords or free organic searches.
Additionally, interested customers can also be reached through Facebook ads. Customers will receive product information and contact dealers when interested.
Excessive competition over limited search volume results in a zero-sum game, where the primary beneficiaries are Google and Facebook.
From the customers’ perspective
For “walk-in” customers, those who do not leave information or make an appointment but go straight to dealers, PangoCDP’s technology can still identify the source of the ads that brought them.
By aggregating all metrics, from search volume to all customers visiting the dealers with an interest in the product line, the manufacturer can monitor total customer demand and the effectiveness of media at the “drive to store” level. This is an important metric for controlling the final sales outcome.
Manufacturer’s marketing department
Generate sufficient search volume and simultaneously control the campaign’s effectiveness based on the number of customers leaving information and, most importantly, visiting dealer points of sale.
Controlling Google search volume is quite simple, as it is readily available in the advertising operation tools provided by Google.
Controlling the number of customers visiting dealers is more complex. It requires investing in systems like a mobile app integrated with CRM systems, as mentioned in previous articles.
Conclusion
To conclude this topic, technology will help manufacturers gather customer information through connecting with dealers via the Mobile Sale App. This assists manufacturers in balancing the budget to generate sufficient demand while immediately seeing the effectiveness when customers show up at the dealers.
