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Research reveals just over a quarter of marketing managers make high-level decisions on dealership technology investments, despite tech being crucial to customer marketing

CDK Global, Inc (Nasdaq, CDK), a provider in automotive dealership software, recently surveyed dealerships across Europe to examine how important marketing managers and departments are to technology decisions. With successful marketing campaigns becoming increasingly dependent on technology, and well over half of consumers saying dealership-relationships and customer experience are key to their car buying experience*, CDK conducted the survey to help it better understand the role of the marketer in tech choices.

Results from CDK’s survey showed that just 27% of car dealership marketing managers make “high-level decisions” on technology investment. The research also revealed that only 35% of car dealership respondents claim to be “big influencers”, and an additional 35% have “some influence”, in technology decisions. This is despite the fact Deloitte has reported that 58%* of consumers rate the dealer relationship as “somewhat to very important” in the car buying journey.

Customer rapport with the dealer starts at the outset of the car-buying journey, through the dealership’s customer marketing. With technology playing such a central role in building dealerships marketing programmes – from a clearer understanding of data, smart CRM, automated email campaigns, social media platforms or ROI tracking – particularly when it comes to attracting and retaining customers, it is crucial that marketing managers play a more central role in technology decisions.

“These findings really reveal how dealerships involve their marketing teams in their technology investment decisions,” says Stuart Miles, Managing Director UK and Ireland, CDK Global.

“The figures indicate that there is a lack of recognition in the importance of marketing when it comes to technology implementation, something that is surprising when it comes to the increased focus on lead generation and customer experience in the car buying journey.”

“Marketing and technology play a critical role in this journey and in building and tracking long-lasting customer relationships. Our experience in implementing connected technology solutions for car retailers has shown that marketing is the key driver of lead generation; it is why we continue to develop and add to our Campaign Manager solution, ensuring we listen to the marketing needs of our dealerships and provide the right tools for the most effective programmes.”



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