There is a tremendous amount of research in the marketplace these days and it is virtually impossible to keep track of it. That’s one of the services we try to provide here at the Dealer Ignition blog. By sifting through the mounds of data available to help you make the best decisions for your business we hope to make your job a little easier.

One thing that always catches our attention is the way the Aberdeen Group uses a unique classification system to tell just what types of businesses are using some of the most important business techniques in the market today.

When they perform research they look at marketers that they determine are best-in-class, average and laggards. The classifications are self-explanatory. What isn’t obvious is how you would classify your business. Remember this is when no one else is looking or listening. Ok, back to our subject matter for this post.

Aberdeen did a study recently that examined retail marketing efforts called, The State of Customer Centric Retailing: The Best Practices Guide for Higher Sales, Customer Retention and Satisfaction. Now, since we are a software as a service company delivering marketing functions to help in these very same areas we were curious how the various types of companies faired in these areas.

First look at the chart below.

Look at the percentage of best in class companies using a multi channel marketing application as compared to the average and laggard classifications. There are close to 50% of these companies opting to do marketing through a service that helps them manage the process. Maybe they are best in class for a reason?

Now look at what happens when these companies are asked whether they plan to implement some form of multi channel marketing application in the next 24 months.

What is happening is that those who are average as compared to their competitors are seeing this strategy as a way to get out of their current average status. 50% of the average businesses plan to engage in this activity. Being average is not where they want to be so they are taking the necessary steps to improve.

Why do you think that is? Is it because it is the ‘cool’ thing to do or is the right way to market a retail business? History shows that the best companies over the long haul are much less concerned with being cool than being effective.

Are you struggling today? Does your business need something to go from average to best in class? Maybe it’s time to follow the leaders in your industry and learn how to use tools like the Dealer Ignition suite to get your business to the next level.

Call us at 888-344-6483 today for more information.

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