Back again for my annual car dealership predictions post for the retail automotive industry.
This year will be defined by a new level of awareness surrounding relevant marketing, the state of accountability and performance, and understanding mobile consumer behavior. I believe we’ll reach a higher consciousness of execution, operational excellence, and results that every level of the dealership can understand. No more shell games.
Are we beginning to understanding the seemingly endless flow of data flow as it relates to quantifying marketing results? Or, quite possibly, have solution providers finally been identified as not providing the results other industries demand as a standard? Whatever the reasons, there are significant events the professionals in our industry must be aware of to collectively raise the quality of the solutions our industry uses.
2017 Car Dealership Marketing Predictions
I’ve placed the key marketing items into five categories.
Mobile – Search engine results will be disrupted
Last year I predicted the death of SEO as a stand-alone tactic. (Rather, a single product that agencies and consultant sell) The largest portion of traffic a dealership website receives is from their branded organic traffic. Anyone still paying excessive amounts of money to optimize pages for long-tail search traffic and compete with more authoritative content is misinformed. Also, be extremely cautious of any solution which doesn’t provide proactive management and is 100% transparent with their strategy.
This year we’ll see local SEO become even more important for marketers. Why? [Read more…]