How Facebook Is Helping Dealers Reach Customers

By Gabrielle Garrison
Partner Manager

Is moving metal and getting cars into the service bay important to you? What if I told you there was a place where you can reach 1.86 billion people to help with these objectives? Would you believe me if I told you that this place is also where people spend 1 out of every 5 minutes a day on their mobile device? Facebook and Instagram are not just social graphs anymore; they are a destination where your customers and perspectives customers turn to discover, be inspired and share the things that matter most to them, including with the businesses they value.
When I visit Facebook and Instagram, there is no guessing who I am. I don't hide behind the proxy of to keep you guessing at who I am. On Facebook, I am Gabrielle Garrison, resident of Austin, Texas and employee of Facebook. I choose what brands I like on this platform and share the content I want to share with my family and friends. I opt in to self-identify who I am by logging into the platform, sharing interests, behaviors and more that helps marketers speak to me in a personalized and relevant way. 

You may be surprised to know that Facebook helps marketers reach the right people at the right time with relevant first party data, but also has relationships with third parties that allow dealers to specifically segment in-market shoppers, aftermarket shoppers and even users who have had service completed in neighboring garages. Combined, these insights help dealers reach people in their zip code or DMA with great efficiency compared to TV commercials. Oracle data helps power this, and partnered with Facebook's power to reach real people, you can connect with customers who fit into relevant automotive buckets. This combination of first and third party data also extends beyond Facebook, to the 700 million people on Instagram each month. This CRM-esque data is what fuels the success advertisers see on Facebook and Instagram. This is the power of people-based marketing.

At Facebook, we call this ‘people over pixels' – because you are your real self on the platform, advertisers can connect with you whether you are on a desktop or mobile device. The advantage of people based marketing is the ability to know that Gabrielle is Gabrielle on her home computer, her work computer, and when she is on her phone. For advertisers, the ability to identify people across devices is more important than ever. Why? Because he mobile device is not just a technology, but a huge part of a consumer's everyday behavior. We browse, shop and discover whenever and wherever we want with our most personal device always in the palm of our hand.

The world is undergoing an undeniable transformation and the way we market must follow suit.  At Facebook, we are already moving to platforms beyond mobile.  Have you caught up to the world of mobile and people based marketing, and are you ready for the next frontier of digital and mobile advertising?

Gabrielle Garrison will be a featured presenter at the TIADA Annual Conference & Expo, July 23 - 25, 2017. Register for your spot today!


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