A dealership's website is really just the beginning of a digital marketing strategy... When Matt Cutler joined Visible Measures last October the company was just preparing to launch itself into the public arena. But one of Cutler's first moves was to put on the brakes. As vice president, marketing and analytics, for Visible Measures, a Boston-based company that provides software to track Internet video metrics, Cutler knew that the company's bare bones website and sparsely published blog… Continue
Added by Ralph Paglia on May 8, 2008 at 6:00pm —
As a rookie salesman an auto dealership, Chad Hubler remembers hearing the sales manager talking about Internet vehicle sales and marketing. “I thought, ‘What’s that?’” Today, Hubler is general manager of Courtesy Chevrolet, a San Diego store with one of the nation’s most active and ambitious Internet departments.
It is one of several Courtesy dealerships owned by the Gruwell family that has embraced new technologies to sell cars. Six full-time employees assigned exclusively to… Continue
Added by Ralph Paglia on April 25, 2008 at 4:45pm —
Auto makers continue to struggle with maximizing the potential of their websites to drive consumers into showrooms, says a recent study conducted by ForSee Results, a research firm that measures online customer satisfaction.
According to the study
, automotive websites are a major source of information and research for potential buyers, but most car companies are unable to gauge the effectiveness of their… Continue
Added by Ralph Paglia on April 25, 2008 at 4:00pm —
Can Scientific Management practices be applied to automotive retail marketing? Marketing is so often the domain of guessing and wishful thinking. Scientific management refers to the application of the 10 Marketing Laws of Scientific Management, the fundamental principles that each dealer should apply in order to generate a Return On Marketing Investment (ROMI). When analyzing your marketing programs, evaluate your dealership's marketing strategy and tactics using these laws and then prioritize… Continue
Added by Ralph Paglia on April 13, 2008 at 7:30am —
There are many ways that dealers and ISM's can use online advertising to drive increased volumes of "self-generated" leads... Just remember this, learning how to become a good angler and eating fresh, wild-caught fish (your own leads) is a heck of a lot better than buying farm raised fish slaughtered a week ago, (3rd party leads) then shipped to a Safeway Supermarket (lead provider)... Digital Advertising may not be for every dealership, but those of us who have used dealer generated marketing… Continue
Added by Ralph Paglia on April 7, 2008 at 9:00pm —
Ask 23 researchers the same question... US spending on online and mobile advertising rose to $29.94 billion in 2007
, according to PQ Media's "Alternative Media Forecast: 2008-2012
" report. The company included 18 digital and non-traditional media segments in its definition of alternative media. PQ Media put new media ad spending at 16.1% of total US advertising spending in 2007
, up from 7.9% in 2002.… Continue
Added by Ralph Paglia on April 2, 2008 at 8:00am —
I know this has nothing to do wityh selling cars or supplying dealers with digital marketing tools, but never the less, I do believe this is an important subject worth sharing with the ADM community... The next time you face a row of taps at a beer bar, drink your way through Beer 101, as taught by Father's Office Beer University dean and bartender Hallie Beaune.
Let these drafts guide you through the many flavors of beer, created during the fermentation process when the yeast eats… Continue
Added by Ralph Paglia on March 31, 2008 at 9:30am —
Dealer Communications announces an important session
at the 4th Digital Dealer Conference & Exposition in Orlando April 21-23. Learn how to buy $125 prime drive time radio spots for less than $10 each! Enterprising dealers in all areas of the country are discovering that multiple web-based services allow them to bid and buy conventional radio, TV and newspaper advertising in their local market at a… Continue
Added by Ralph Paglia on March 28, 2008 at 8:00am —
Here is a list of links that point to various web sites and blogs I have created, as well as access to articles I have written or interviews I have provided to various publications. I am compiling these links so that they can be used as a reference to other professionals interested in Automotive Digital Marketing topics, best practices, research data and the strategies and tactics that can be deployed with eBusiness practices in the car business. Here they are:… Continue
Added by Ralph Paglia on March 23, 2008 at 4:09pm —
You can waste a lot of money -- or fail to earn your share -- if you haven't learned to use the keyword matching features available for Pay Per Click (PPC) ads on Google AdWords, MSN AdCenter, or Yahoo! Search Marketing. When you set up keywords to bid on, you need to select the appropriate kind of keyword matching -- or you'll be assigned the default Broad Match, which could cost you dearly.
With Paid Search you're trying to get the highest number of sales conversions at a cost that… Continue
Added by Ralph Paglia on February 27, 2008 at 10:13am —
Is Your Dealership Attractive?
There’s an old adage that says, “A business must grow to survive.” This is especially true for automotive dealerships. Over time, some of your customers will move away, some will change lifestyles, and others will leave for a myriad of other reasons that are beyond your control. In other words, if your dealership isn’t constantly attracting new customers to replace them, you will eventually find yourself with no customers left.
Added by Ralph Paglia on February 18, 2008 at 12:47pm —
There’s something about a ten-item list that makes us want to get all Hestonian on you and break out the archaic pronouns, especially when it comes to something like getting people who visit your site to actually buy from you. After all, you work hard to get clicks. What could be more important than turning those clicks into customers?
Convert Your Clicks
But we’re kind of a live-and-let-live… Continue
Added by Ralph Paglia on February 17, 2008 at 3:30pm —
New York Times - February 15, 2008
4 News Companies Ally to Sell Ads on the Internet
By LOUISE STORY
Four large newspaper companies are joining forces to sell advertisements on the Internet, hoping that the combined heft of their Web sites will encourage large advertisers to spend more money.
Each of the four companies — the Tribune Company, the… Continue
Added by Ralph Paglia on February 15, 2008 at 1:18pm —
Price to Sell Setting a Pricing Policy Allows You to Quickly, Consistently Manage Quote Requests
Whether your store sells new or used cars — or both — the time to determine how to respond to price requests is before your phone rings or emails land in your inbox. Defining this strategy and consistently executing… Continue
Added by Ralph Paglia on January 24, 2008 at 2:30pm —
There are 5 Key Measurements Critical to Determining the Actual Profit Value (APV) of CRM Activities in a BDC
By Ralph Paglia
In August 2005 I had the privilege of going to work for the largest sales volume and revenue Chevrolet dealership in the world, Courtesy Chevrolet in Phoenix, AZ. Based on… Continue
Added by Ralph Paglia on January 20, 2008 at 3:00pm —