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Teaming Up With Google To Achieve Targeted Digital Categorization

Brands today are making full use of digital technologies, to reach and influence consumers in impactful ways. With capabilities such as formal business profiles on search engines, brands are also able to give an identity to their local and physical business units, strengthening the consumer-connect. Increasingly, brands are looking at highly targeted opportunities to reach their customers .

With the rising demand for electric vehicles and a growing focus of automobile dealerships on targeted hyperlocal marketing for electric vehicles, we sighted an opportunity to build a more relevant funnel for our customers’ dealerships. Given the multi-location automobile brands’ scope and requirements, it became clear that refined and more targeted categorizations would bring massive value to these brands. To achieve this end, we advised and worked with Google’s team to introduce a new Brand-specific Dealer category and an all-new Electric Vehicle Dealer category

What triggered this?

Consumers today need to be served what they want, at their convenience. And fleshing out what they want, requires specific approaches. If brands fail to identify this, there’s enough competition and options out there, for consumers to choose from. As an extension of this, one of the leading automobile brands we proudly work with felt the need to highlight its dealerships and as a brand, come closer to consumers.

Further, as awareness around environment-friendly lifestyles has been on a constant increase, consumers today are increasingly searching for Electric Vehicles (EVs). However, while several automobile brands are now offering competitive portfolios of Electric Vehicles there was no specific category for businesses to classify themselves as Electric Vehicle Dealer,

The answer to this question

As a partner of choice to some of the leading automobile brands, we proposed the creation of Electric Vehicle Dealer as a new category to be added to the Google Business Profile categories. This would improve the required mapping, and eventually give consumers a classification to narrow their search for Electric Vehicles. Further, for the renowned auto brand we were assisting, Brand-specific Dealership categories would enable better consumer-alignment and deliver more accurate results, allowing improved physical accessibility when consumers search for dealers of this brand. This would solidify the brand’s relationship with consumers and help to build greater credibility and recall. As times progress, such approaches will increasingly be leveraged by automobile brands, to ensure they constantly increase business opportunities. 

Extending this thought-process, establishing and rolling out a formal category of Electric Vehicles would enable various brands’ EVs to become more easily discoverable to consumers who are specifically searching for EVs. EVs have proven to be a growing segment. And looking at concerns of pollution and health hazards, EV usage is being significantly encouraged. Consequently, a targeted step such as a dedicated digital category in this space would improve the consumer’s experience and strengthen their association with brands. And with consumers displaying a growing intent to purchase EVs these days, it would contribute to greater sustainability and a healthier environment.

Having looked at aspects these new classifications will positively address, we worked with the team at Google to build and successfully launch these essential categories. This upgrade will allow further grouping of information for consumer ease and help them find precisely what they want.

The road ahead - Opportunities & Collaboration

Technology is expanding at a rapid pace and its involvement in peoples’ lives is becoming stronger. Potentially, this would lead to diverse opportunities for businesses. As brands look to serve consumers better, have already expressed their need to use digital capabilities in granular ways, to deliver appreciable experiences. And, in the attempt to make this a consistent reality, brands are aiming to leverage the right kinds of expertise and industry associations, and establish a deeper understanding of modern-day consumer needs. 

With today’s digital-first approach and anticipated opportunities, it is imperative for brands to plan effective online strategies for impactful outcomes. And the more brands can follow collaborative approaches and join hands with the right enablers, the more seamlessly they will reach consumers and achieve a positive transformation.

Location Data Consistency across digital ecosystem

While building your digital presence you need to make sure that there is a single source of truth for your location’s data on the digital ecosystem. While this makes sure that customers always encounter the right information about your store across search, maps, social media, voice assistants, store locators and directories it also helps build a better ranking in “near me” search results.

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