Dealership Marketing

Inspecting Dealership Website Traffic For Unusual Click Activities

Google Analytics is the “Up Log” for your virtual showroom. It is critical for dealers to develop the skills needed to inspect the website traffic that they are generating through their marketing efforts. Every dealer has their own unique online marketing strategy. However, there are a set of tasks that must be integrated into monthly inspection …
Dealership Marketing

Third Party Automotive Leads Are Like Tainted Wine

I want to recognize that DealerRefresh contributors, and members of the dealer community, have discussed the need for third-party lead reform in the automotive industry in the past. Today,  I am joining with Jeff Kershner, and automotive professionals who have voiced their concerns, to raise national awareness and energize the discussion of third-party lead quality. Can …
Best PracticesDealership MarketingIndustry News & TrendsOpinions & Advice

Organizing Your Custom Website Content To Track ROI

It is extremely important you understand that if you can’t track the ROI of your Search Engine Optimization (SEO) and content writing investments, your manager(s) will likely pull the money from the budget for these services. It is equally important to face the reality that you will likely change or upgrade website technology in the …
Dealership Marketing

The Missing Ingredient To Automotive Enterprise Software Recipes

In recent months there has been a renewed effort by some of the largest automotive software providers to entice dealers to sign enterprise business agreements. These contracts bundle products and services to offer considerable savings to dealers who are willing to standardize on the vendor’s product suite. The largest software companies serving franchise automotive dealers …
Dealership Marketing

Defining A Hierarchy Of Automotive Digital Marketing Responsibilities

As larger dealer groups allocate more internal resources to manage their digital marketing investments, our industry needs to discuss roles and responsibilities for digital marketing execution. In the graphic above, I started a conversation in my latest book, using this chart, on how a dealer group could organize their marketing team or employees who are performing marketing tasks. …
Best PracticesDealership MarketingIndustry News & Trends

2 Strategies to Reduce Your AdWords Cost per VDP View

Dealers are spending more and more money each year on Google AdWords campaigns. AdWords can be a very effective way to connect dealers with in-market shoppers.  With budgets increasing, I want to encourage dealers to demand more transparent reporting from their AdWords management agencies. In particular, I would like dealers to request that each AdWords campaign …
Dealership MarketingIndustry News & Trends

Cobalt Delivers A Personalized Consumer Experience Online

Car dealers have been promised that Big Data will be enhance their businesses yet for the most part, there have been few products delivered at the automotive retail level. Dataium was one of the first companies to offer car dealers insights based on the millions of data points collected by Dataium from Internet car shoppers. …