budget and time in order to get 'pre-qualified' leads.
Today we tend to distinguish between these buckets based on their size and focus of the directory listing - meaning that 'big / not focused on auto industry' like Google, Yahoo! & MSN constitute your SEO/SEM spend, and 'small / focused on auto industry' like KBB, Dealix & Autos.com constitute your 3rd party provider spend. But these two buckets blur when you get sub-search specialty places like Yahoo! Autos (is this SEM or 3rd party?).
There are perceptions that neither bucket of lead generation ‘pre-qualify’ your leads well enough to be cost effective, and yet the ROI has been proven by many.
You are absolutely correct that a store with poor process will continue to struggle with ROI from their lead sources if they don’t handle those Internet leads effectively. I recall clearly the early days of the commercial Web (~1994), and how perceptions have changed with today’s savvy shoppers. The importance of this channel will continue to increase over the next 10 years as our shopper demographic changes.
I suggest two phases – learning to walk before you run:
Phase I – don’t go crazy with SEO/SEM or 3rd party providers. Only spend enough to generate flow with which you can establish and refine your internal process & tools, and ROI baseline.
Phase II – after you have effective process & tools, ramp up and refine your SEO/SEM and 3rd party provider spend based on improvements to that ROI baseline. Don’t spend the dollar if it doesn’t achieve your ROI hurdle rate – but every dollar spent that effectively achieves that goal generates you incremental profit.
These two buckets of SEO/SEM & 3rd party providers will blur over time to where only those destinations / portals who provide you ROI-worthy pre-qualified leads will survive.…
to video website. That consists of only dealer uploaded videos. YouTube frankly, is the absolute loudest online platform there is. It is sooo easy to fall into the YouTube trap, and that is, "I came to view this ken Beam video, oh what's this Bill Gates did the ice bucket challenge, oh look an epic fail video of the ice bucket challenge, oh yeah, I remember that vanillla ice song, lets look at that video, and on, and on, till two hours later, you totally forgot what you went there for in the first place, sorry Ken! To put the noise level into perspective, imagine if Facebook decided one day that everyone on their platform was friends. Yeah, try to get any one to see your status updates then. YouTube initially was a great idea, however there's sooo much noise that's not regulated that it's extremely difficult to get or keep peoples attention.
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