Who is in charge of your dealership's marketing? Not just your online marketing - your dealership marketing. Do you have an ad agency, an outsourced marketing company, an in-house marketing director, or are you like many dealers who put the responsibility on someone who already has a job...not marketing?. Whether that's your Internet Manager during down time from answering leads and hitting his own numbers, or even your GM who has some marketing experience but isn't trained as such and has a just a few other priorities.
In my experience, most SMB's have someone in charge of marketing for their company. I've used a local dry cleaner with an in-house marketing manager. And I'm not talking levels of education here...I'm talking designation and dedication, which does not include an internet sales guy who moonlights as an online marketing expert.
I don't know many dealers who have someone in charge of handling messaging, branding, media buying, reporting and accountability for ROI. That is the job of a marketing director.
Perhaps the keyword here is "company". Do the people in your dealership consider themselves working for a company rather than a "dealership"? A company that makes millions of dollars and has a staff of sometimes hundreds. Does your Internet Marketing Manager with the $10k online ad budget REALLY care about your service or parts department, or is he spending all of his money on leads for the sales department? Is he aware that 45%+ search engine leads can be fixed-op-related?
The point - your dealership, no matter how large or small, needs a designated person in charge of your branding, marketing, advertising, media relations, social networking, oversight of SEO, SEM, reputation management, media buying, etc. etc. I recommend someone with some type of degree in marketing and at least 5 years experience in the work place. I assure you they will be busy, they will take charge over the direction of your company, work with your vendors on a cohesive plan, and be the point of accountability. And you? You will sleep better at night.