Digital Marketing: It’s Time for OEMs to Rethink Their Co-Op Programs
This article was not written to be cute or semi-controversial. It was also not written for dealers to read, nod their heads and then do nothing. It was written for dealers and OEM executives to get beyond the bullshit being fed to them by their digital marketing partners (and sometimes even by their own marketing teams) and stop the digital marketing waste and fraud that’s costing the average OEM and their dealers hundreds of millions a year.
Digital marketing is likely the biggest waste and fraud ever perpetrated on OEMs and dealers; and it needs to stop. OEMs are (unwittingly) facilitating so much of this that the initiative to stop it has to come from their ranks. In fact, for many OEMs, it may have to come from the CEO herself/himself.
If you take a deep dive into the average dealer’s digital marketing spend from last month, you’ll likely see their OEM helped them pay for (via digital marketing co-op) some or all of the following: [Read more…]