How Much Should My Dealership Invest in Digital Platforms?, from 9 Clouds Automotive Marketing.
WHY DEALERSHIP MARKETERS SHOULD THINK LIKE WARREN BUFFETT
There’s no question that with the top-down economics of manufacturer co-op programs, the motto is always “More. More. More.” Dealership marketing managers are familiar with that pressure, but good dealership marketing managers are also familiar with measuring results.
In the past couple of years, marketing budgets in the automotive industry have generally shifted to a 50-50 split between digital and traditional. But if you lack experience on digital platforms and are feeling pressured by co-op programs, deciding how to allocate your marketing dollars can be difficult.
TRADITIONAL VS. DIGITAL MARKETING FOR AUTO DEALERS
Digital marketing is just plain better than traditional marketing, but digital takes a little more maintenance than traditional. Every dealership manager is familiar with producing a TV spot, but very few dealerships actually measure its results, and – more importantly – improve the next TV spot.
This is exactly where digital marketing has the edge. Everything you do online can (and should) be immediately revised, measured and improved. And it’s not all about the content. Digital media also involves valuable database insights which reveal the segments of your CRM that are providing the best ROI. From informing the design of a POS poster to the way that a salesperson follows up with a lead, this data-based digital intel can make a profoundly positive impact on your marketing and sales teams. You just need to have the guts to change.