A remarketer ’ s work is never done
WORDS BY JOHAN VERBOIS
Times change , change is fast , remarketers are in a new ecosystem , we all have to adapt . All true , but all clichés . I find this paradox more instructive for where we now are as an industry : in the new remarketing ecosystem , you ’ ll only be ready if you realise you ’ ll never be finished . So , what does that mean for your business ?
In remarketing , as in any part of the automotive industry , which is undergoing the most transformative change in its hundred-or-so-years ’ existence , there ’ s a lot of talk about objectives , missions and visions .
Find your position
I don ’ t really get too focused on defining and overanalysing the differences between those various targets … as long as your company has a clear and over-arching goal . And that can only be : To find and claim your position in this new remarketing ecosystem .
Now , the most important thing to realise about that position is that it is not fixed . The market changes quickly – and often unpredictably . The goalposts keep moving . Your corporate purpose , if properly understood , will have to change with the tide .
6 ISSUE 36 AUGUST 2022 / WWW . AFMA . ORG . AU