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An Automotive Marketing Strategy with a Serious Identity Crisis

Dave Hollander, Cobalt Online Marketing Manager
by Dave Hollander, Online Marketing Manager

The word “channel” currently has more prefixes than Lyndsay Lohan has mug shots. Or Real Housewives have silicone. You get the idea. Marketing strategies have been called anything from cross-channel to omni-channel to the most commonly used moniker, multi-channel. And each prefix seems to be used interchangeably. Multi is Omni, Omni is Cross and Cross is Multi--- depending on who you ask.

As much as the prefix may change, the concept stays the same. And the need to embrace a multi-cross-omni-channel strategy in your dealership's marketing will only continue to grow.

So we’ve assembled the following collection of recommended (insert prefix of choice)-channel literature and data, from automotive and elsewhere, to help equip you for the coming revolution.


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You tell us! What name best describes a marketing strategy that engages the modern consumer consistently across a variety of channels? This is your chance to Name That Trend. Take our poll to let us know what term works best for you.

Auburn Volkswagen MultiChannel eBook

Featured eBook

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Auburn Volkswagen's Dealer Principal Matthew Welch shares his 5 best practices for MultiChannel Marketing in this exclusive automotive marketing eBook.
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About the Author

Dave Hollander, Cobalt Online Marketing Manager Dave Hollander still regrets selling his first car, a '89 Jeep Wrangler named Mallory, dubbed in honor of Mallory Keaton, his childhood crush and the one that got away when Family Ties was cancelled the same year his Jeep was born. Mallory's top got stuck down one summer. The Jeep's. Not the girl's. But that's no excuse. Mallory, if you're out there... it wasn't you. It was him.

Dave joined Cobalt's Marketing & Communications team in April 2012 and helped launch Cobalt's video marketing. He now helps lead Cobalt's content marketing initiatives and social media community management. As an Email Marketing Specialist at Cobalt, Dave was responsible for designing dealership email marketing strategies and campaigns, partnering with dealers to drive owner and in-market visibility, leads and sales within an integrated marketing strategy. Dave earned his B.A. in Philosophy from Colgate University and a M.A. in Interactive Media from Elon University. He'd love to hear from you. Give him a shout at, or @ADP_Cobalt.

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Tags: Marketing, OmniChannel, automotive, crosschannel, dealer, marketing, multichannel


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