As dealers commit more and more attention and budget to digital marketing, choosing exactly where to invest becomes a challenge. Complicating that decision is the fact that today’s car shopping journey is more scattered than ever, due to multiple factors: The expectation of transparency and instant availability of informationThe rapid growth in the number of places to … [Read more...] about Research Reveals How Dealerships Optimize Their Digital Marketing Channels
Welcome to Boston. There are five Dunkin’ Donuts within a quarter of a mile from my office. I’ve selected my Dunkin’ of choice based on strict criteria of pricing, the quality of the coffee, online reviews, and the availability to order online so I can simply walk in and have my coffee ready and waiting. I’ve tried new locations from time to time when online ordering is down or … [Read more...] about Stand Out From the Competition: Let’s Find Your Differentiator
The word “innovation” gets thrown around a lot when we talk about dealers who manage to stay ahead of the curve year after year, even as the industry continues to change around them. But it gets repeated so often that I fear we might be losing sight of what innovation actually is and why it has value for the dealership in the first place. What innovation is not is simply … [Read more...] about Declined Service Work or Targeted Marketing Opportunity?
Refining your marketing strategies heading into the new year sets you up for success in 2020 and beyond. The New Year is an exciting time at a dealership—new models, incentives and updated sales benchmarks. Often, in the hustle and bustle of the holiday season and new year, it can be tempting to rinse and repeat marketing strategies. But, with those new models and incentives, … [Read more...] about Three Steps to Level up Marketing Strategies in 2020
A while back, my teammates looked into performance reports from various vendors and agencies, trying to assess the industry standard. I’d love to say we were surprised by the amount of vanity metrics used by some agencies, but truth be told - it’s becoming more and more common to embellish reports with meaningless statistics, or manipulate data to imply positive results, … [Read more...] about The Art of Detecting Manipulations in Marketing Reports