SOUTHFIELD, Mich. and MARINA DEL REY, Calif., June 8 /PRNewswire/ -- In today's automotive retail climate, effective consumer communication is key to shoppers in the market for new vehicles. Mike Spadafore, manager, consumer and commercial marketing of R. L. Polk & Co. discussed the growing importance of shifting from traditional lead scoring to lead marketing at the sixth Automotive Customer Centricity Summit held today in Marina del Rey.
Polk's lead marketing solutions have expanded from lead scoring to include a suite of services that provide users with greater market intelligence to optimize follow-up with prospects and increase vehicle sales. Lead validation, reporting, deactivation, segmentation, enhancement and incentives are all aspects of Polk's solution.
Lead marketing encompasses real-time analytics, actionable lead segmentation and the industry's most advanced platform, allowing dealers to close sales more quickly, spend less per lead for each sale, earn sales from competitors, and invigorate a dealer's internet sales team.
"We are in a time in the industry when lead marketing initiatives should be the number one priority for automotive OEMs, dealers and CRM providers," said Spadafore. "The difference between those that use lead marketing to its fullest and those that have not yet embraced it will be evident moving forward in this tough sales climate."
Pat Reininger, Polk vice president, sales and client services−Pacific region, chaired the event. "The pace of change and the explosion of consumer data available to the market make this an exciting time to be in the business," he told Summit attendees. "Lead scoring has matured into full-service lead marketing driven by increasingly sophisticated data and service integration and real-time analytics," he said.
The TLS-sponsored event is the only summit dedicated to helping the automotive industry improve customer relationships. The event provides attendees the opportunity to learn from and network with true peers – moving individuals, companies, and the industry forward by discussing common challenges and sharing collaborative success stories.
About R. L. Polk & Co.
R. L. Polk & Co. is the premier provider of automotive information and marketing solutions. Polk collects and interprets global data, and provides extensive automotive business expertise to help customers understand their market position, identify trends, build brand loyalty, conquest new business and gain a competitive advantage. Polk helps automotive manufacturers and dealers, automotive aftermarket companies, finance and insurance companies, advertising agencies, media companies, consulting organizations, government agencies and market research firms make good business decisions. A privately held global firm, Polk is based in Southfield, Michigan with operations in Australia, Canada, China, France, Germany, Japan, South Korea, Spain, the United Kingdom and the United States. For more information, please visit www.polk.com.
SOURCE R. L. Polk & Co.