Mitsubishi Boosts Test Drive Appointments Nearly 6X With Customer Intelligence From IgnitionOne
CHALLENGE
Mitsubishi wanted to align marketing messaging based on a customers’ position on the path-to-purchase – and nurture customers from awareness through ultimate conversion with appropriate messaging.
SOLUTION
Mitsubishi deployed IgnitionOne’s Customer Intelligence to first understand each individual customer’s position on their path-to-purchase, as well as their vehicle of interest. Then, with IgnitionOne’s native Website Personalization solution, Mitsubishi targets in-market customers on their website with personalized messaging which varies based on their path-to-purchase. Once they leave the website, customers may see the same coordinated messaging across search, display, and social. For example, customers may see a newsletter offer or vehicle configuration tool while they are in the awareness or interest phase; or see a test drive offer if ready to make a decision or take action.
RESULTS
By leveraging Customer Intelligence from IgnitionOne, Mitsubishi is able to reach in-market customers with an incentivized offer – resulting in significant increaes in test drive requests – and a significant number of customers subsequently purchasing vehicles.
- 471% more test drive requests
“IgnitionOne Customer Intelligence is the nerve center of our marketing stack – it makes all of our channels work better.”
