Automotive Digital Marketing

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Increased Funding For Staff Education Should Be Part Of Your 2011 Budget

As we come to the end of the year, dealers should be setting in place a strategy that will ensure continued growth and prosperity in 2011. 


Of ALL the line items in a car dealers budget, nothing is more out of balance than the funding allocated to staff education.


As more dollars are allocated to digital marketing, social media, pay-per-click advertising, mobile websites, and location based media dealer principals have been slow to increase spending for staff education.


Most of these strategies are NOT in a text book and thus education is best transferred in a live setting. Second best would be an online university curriculum but things are changing so fast, it is hard to keep up.


Dealers can be spending $3,000, $5,000, or $10,000 a month of Google Adwords but not know how to inspect their campaign setups.   Dealers hire companies to drive traffic to their websites but have not created the processes to benchmark and measure those efforts.  As dealers engage in social media, have their staff been educated and advised on the best practices for success?


In the past two months Google has made a number of significant changes that impact search and social media and yet I speak with many eCommerce directors that can't attend NADA or targeted workshops (listed below) because lack of funding and vision from their executive team.


In January and February dealers have the opportunity to attend three events that will help sharpen their 2011 Digital Marketing Strategies.  Compared with the monthly spending on marketing and advertising, the cost of the educational programs, that can help manage these recurring investments better, is well.....priceless.


Here are three upcoming events to consider:

I encourage all Dealer Principals, General Managers, General Sales Managers, eCommerce Directors, and leaders in every dealership to make a commitment to expand your knowledge of digital and social marketing in 2011.


I firmly believe that leadership starts at the TOP of any organization.  Dealer Principals and General Managers that don't keep up with the changes in automotive marketing and communication channels will not be able to LEAD their organizations in an increasingly competitive industry.


Well educated dealerships learn how to measure and inspect their vendor platforms and strategies.  Well educated dealerships are more competitive. Online, the first to act are rewarded!  Where do you stand?


What does your 2011 budget for staff education look like?   Add up all your marketing and advertising dollars over the course of a year.  How does your education budget stack up against that investment?


I hope that many ADM members attend these upcoming events....the upside is tremendous.


Brian Pasch, CEO

PCG Digital Marketing





Views: 33

Tags: 2011 NADA, automotive advertising, automotive conferences, digital marketing strategies, internet battle plan


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Comment by Alex Andreus on December 24, 2010 at 5:54am

Brian we are excited to be attending the PCG Digital Marketing Strategies Conference in Napa. We are looking forward to some great ideas. I was also very happy to see that you are going to have some additional speakers at the conference that will give us different perspectives.


Looking forward to seeing you again, learning more and having some great food and wine.


Merry Christmas!

Comment by Joe Webb on December 23, 2010 at 6:55pm

More than ever, it is a necessity for dealers to prepare their teams with, not only the latest and greatest technology, but the training to execute digital strategies themselves.  


I'm definitely looking forward to the PCG Digital Marketing conference (and not just because it is in wine country) and I am honored to be included in the list of speakers.  Never more than now must dealers ensure their teams are following some semblance of best practice protocol and prepare them with all of the tools and resources they need to succeed online.  


I will gladly detail some specific ways they can better handle leads and control the customer from the point of first contact - where the battle is won or lost.  I strongly recommend that both dealers AND their disciples be in attendance at the Digital Marketing Strategies Conference Feb. 1st - 3rd.

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