Automotive Digital Marketing

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How many Vendors is YOUR DEALERSHIP Paying who are Selling your Customer Data to Other Vendors for Cash?

So once again I ask the question at the heart of the matter.... Mr./MRS Car Dealer PAY ATTENTION HERE.... How many Vendors are YOU Paying who are Selling your Customer Data to Other Vendors for Cash? AND... is your customer information ultimately being sold by vendors you paid to other car dealers who are your competition?

Isn't it amazing how all these cockroaches scatter when you turn on the lights? For years I've been writing and blogging about this pack of self-righteous criminals pilfering through the dealers' data and stealing your customer information to resell and abuse. They called me every name in the book and slandered me. NOW, all of a sudden we're seeing multiple proofs and suspicions spotlighting the blatant criminal activity and suspected activities of these shady vendors disguised as alleged dealer partners. 

It's time to intensify the hunt and flush out all of them.Not singling out any specific vendor here BUT aren't we all getting a little sick and tired of Technology Pirates stealing your business while you pay them to lower your profits and defame your good name while all the while they are selling your customer information to other vendors and ultimately selling your customers to the competition?

Whether the customer filled out a form on some alleged Lead Providers page using your inventory as bait, or it was lifted or scraped off of the dealers' websites: When are we as dealers and car people going to rise up as one and say to them ... "Get the Hell OUT of Our Data?"

They're buying and selling your information to each other, reprocessing it and selling it to your competitors and then doing it again to your competitors competitors

AND, As I am About to Prove... Many of Your Manufacturers are in on the Scams. WE need to look at how many manufacturers are reselling Junk Leads mixed in with Organic leads that they know have a Low Closing Ratio? How many Manufacturers are forcing their dealers to take low-percentage leads they bought cheap that only have a close rate of 3.8%? Some Manufacturers middle management is deliberately making a huge profit off of their dealers reselling leads they know are worthless mixed in OEM Website organic leads that have a much higher closing ratio.

None of these vendors is contributing anything to your business you couldn't do yourself without them and redirect the money to profitable things.


Views: 3031

Tags: .com, AlphaDawg, Automobile, Car, Cars, Data, Dealer, Digital, James, Jim, More…NADA, Sales, Supersystems, Ziegler, dealership, lead, providers


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Comment by Britt Hoffmann on November 26, 2013 at 11:48am

That's why dealers need a dedicated marketing director (not an agency that only cares about their 15%) instead of sales people trying to wear two very different hats. Sales guy wants a quick fix, marketing guy streamlines the entire plan (or at least should).

Comment by James A. Ziegler on November 26, 2013 at 11:36am

Google is the Battlefield and, unfortunately, the vendors have stolen your home turf and are shipping your customers out of your market to competitors.

Comment by Britt Hoffmann on November 26, 2013 at 11:34am

Google owns nearly 70% of search queries. Yahoo! and Bing don't reward link building either. Bing is actually more geared toward user intent and experience than Google is. Ask and AOL are non-factors with under 5% share of queries combined with other search engines. I think I'll stay on the Google train.

Comment by Britt Hoffmann on November 26, 2013 at 9:44am

I'm amazed they pay ridiculous amounts of money as well. For instance, I spoke to a dealer yesterday that was paying nearly $8K for display and retargeting because he paid by CPM. Dirty little secret: you don't have to buy by CPM or even budget a specific amount if you go thru the right channels. I rarely ever recommend a DIY campaign of any sort, however. Retargeting can be applied to several forms of advertising. It really is best to find the right person to find the right companies to work with.

Comment by James A. Ziegler on November 26, 2013 at 9:24am

You got that right Britt Hoffman, I am amazed that some dealers are paying ridiculous amounts of money to some of these charlatans for a Simple Retargeting Campaign they could do themselves for a fraction of the cost WITHOUT having their customers stolen and compromised by the company they paid.

Comment by Britt Hoffmann on November 26, 2013 at 9:12am

If Google rewards for a single, well optimized site that may include optimized landing pages, inventory, specials pages, etc., aren't multiple websites counterproductive? Microsites and lead sites aren't user focused. They're built for the sole purpose of link building. That would be part of the link building Google recommends (and rewards) getting away from and has updated their algorithm to make less effective. The absolute best thing a dealer or any business owner can do from an SEO standpoint is to make their site as conversational and engaging for the user as possible and provide the type of content Google rewards. It's also much less expensive for the business owner than to build out microsites, weblets, review sites, private classified sites, etc. It also allows for time and money to focus on effective social marketing and PPC. Why build multiple links and sites that create more work and eat up budget than focus on one great site that focuses on user experience and content? Data tracking would be streamlined and there'd be no need to use obscure classified sites that sell their data.

Comment by Alexander Lau on November 26, 2013 at 6:40am

Exactly Manny! I still owe you a phone call.

Comment by Britt Hoffmann on November 25, 2013 at 12:57pm

Like I said, marketing not unified...that means they sometimes don't know who they're even paying. I spoke to a dealer just last week that did an audit of his advertising after 3 years as GM and found 4 different vendors he was still paying who were no longer even in business. I seriously would jump at the chance of handling a dealer's marketing after watching so many doing this like I just alluded to. I'm sure I'd be amazed at the amount of money flying out the door going nowhere. This begs the question, why so much emphasis on the sale if profit margin is ignored or even swept under the rug? definitely not true in all dealerships but surprising to see nonetheless.

Comment by Alexander Lau on November 25, 2013 at 12:53pm

There's money in a scrubbing service as you've suggested. I brought this up to a super dealer in Pittsburgh about, ohhhhh 6 years ago. They ignored it, because frankly, they don't give a sh*t. 

Comment by James A. Ziegler on November 25, 2013 at 12:52pm

One dealer in Chicagoland had 79 vendors extracting data out of his DMS... some were "Mail Sale Companies" from years ago, still taking data.

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