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Significant changes are taking place in the automotive sector when it comes to lead generation.
There are new technologies such as chat bot computer programmes which simulate conversations with human users.
And there are predictive engagement platforms, which predict those customers most likely to purchase.
These are disrupting traditional lead generation models and creating new opportunities.
The market is changing in other ways. Consumers are communicating in an ever-increasing number of ways including email and telephone as well as social platforms like Facebook and Whatsapp.
Customers now expect to be able to communicate with brands through their preferred method whatever that may be.
As a result, the most successful customer acquisition strategies both now and in the immediate future will be those that provide an omni-channel service.
In the longer term, OEMs will require a different mix of lead types but with much more focus on quality.
Tom White is managing director of automotive for The Lead Agency