Driven by access to larger pools of data than ever before, marketers have become increasingly reliant on hyper-personalised, location-based marketing. With that in mind, we set out to find if cars can become the next channel by which these messages are delivered.
Personalised marketing is nothing new. It used to simply come in the form of mailed coupons, promoting deals on items that you regularly purchased. Fast forward to the digital revolution, and along came targeted online ads based on recently viewed products, social media profiles and websites visited, amongst other behavioural and demographic parameters.
The latest advancement in delivering personalised marketing comes in the form of iBeacons. With their relatively cheap setup and maintenance costs, they offer marketers and businesses the chance to communicate with customers on the most personal level yet – via their smartphones whilst they are in-store, where actions can be taken immediately.
The point is: people encounter personalised marketing almost everyday. But are they ready to start receiving those messages through their car? Would they welcome intrusions into their personal sanctuary where it’s often acceptable to sing along loudly and badly to Taylor Swift? 42% of our respondents would.
Despite being a minority, this is a significant percentage that demonstrates a real appetite for the use of cars as a marketing channel. But what’s even more significant is the difference of opinion between age groups. 54% of respondents between 18 and 34 would welcome personalised, location-based offers through a car display – far and away the highest of any age group. What we’re seeing is a younger generation who have grown up surrounded by personalised marketing and are more aware of the value it can provide – whether it’s a promotion on those shoes you like, or cheaper tickets on that flight you just looked at. For them, the value exchange is clear and beneficial, making them more interested in receiving these messages through increasingly personal channels.
So it’s all looking very promising for marketers who plan to target a new generation of car owners. Young people are more open to receiving hyper-targeted communications through innovative new channels and less worried than previous generations about the usage of their private data. But there’s a catch. In return, they will be expecting marketers to move beyond basic demographic segmentation to deliver in-car messages that are valuable and personal to the, and where they are.