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The easiest way to measure your website and digital marketing effectiveness

Hey I just figured out the easiest way to measure your digital effectiveness would you like to know? Pay attention because the solution is so simple and you don't have to spend anymore money, or learn how to use any new tools.
Ok here it is......SHUT IT ALL OFF! Yep that's right I said it pull the plug cancel all vendors, A/T, cars.com and turn off your websites. Now that i have your attention I am being extremely sarcastic however I do think many of us in this business have sat through a meeting with a GM,dealer principal or somebody else in upper management and have had the question presented to us like this: "why am I putting so much money into this and your guys are only closing 9,10,11 percent of the leads that come in? Has anybody here ever had this conversation?
(now I do want to disclose this even though my GM does classify himself as a dinosaur he's 100% committed to digital marketing and it's impact on sales) True story: Saturday this week I saw a lead in the CRM that nobody was working it was about 40 min old so I took the liberty of grabbing it. No phone# so I Sent him detailed pricing info on the pre-owned truck he wanted, then followed it up with a quick follow up vid of that truck on Social cam. fast forward to Monday,followed up again that morning with an invite to the store, guess what happened the customer miraculously showed up around 11:30 dealt with one of my pre-owned reps sold the truck,tried to get past the CRM, and then when I looked at his ad source it said newspaper,no email address etc.
Now when I asked my sales guy abut this his answer is "well he didn't say anything" btw it wouldn't have mattered he would have got the whole deal anyway. My point is this here's a customer whom inquires about a truck gets all the info, just stops in and buys but doesn't say a word. This next sentenceis for the non-believers and skeptics Does anyone think that the price quote sent to him and the video which was viewed had any impact on his coming in? I happen to think yes my GM says absolutely, and we have a pre-owned mgr who says well maybe. I bet if the price we quoted him would've been the "sticker or anything but the price I put in the notes the customer would have responded with"on Saturday you guy quoted me --------
So anyway there's my solution pull the plug and I think you"ll quickly see just ow much of an impact your digital marketing has on your business.

Views: 79

Tags: Best, digital, effectiveness, marketing, measure, sales, solutions, to, way

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Comment by Stan Sher on March 8, 2012 at 3:28pm

Me likey...but seriously, great read.  I have those kind of dealerships in my backyard.

Comment by Aj Maida on March 8, 2012 at 12:17pm

Great stuff Matthew Smolik. I'll admit I've often thought that turning everything off would be the only true way of proving Digital Marketing's effectiveness. Especially on the fixed ops side. Our sales reps are also not effected by the fact that a customer is driven by the internet. The Internet guys do get a spiff if a customer comes in and buys from someone else. Yet, the same thing occurs. It's amazing how many people are just "Driving by" or just "walk in" or "know of us" (which after 65 years is true)!!! But, my favorite part is these are the same people who want to know why we don't advertise more. MAYBE IF WE KNOW WHERE OUR ADVERTISING DOLLARS ARE WORKING WE COULD ASK FOR A BIGGER BUDGET!!!! OK done ranting

Comment by Ryan Leslie on March 8, 2012 at 7:39am

Great read Matt! There is a lot of theory and conjecture in the forums; I love reading the "real life proof."

Here's an interesting question, are you even doing any newspaper right now or did that customer happen upon an ad from '97 while lining the chicken coup. ( I apologize to any newspaper sales reps reading this, wait, there probably aren't any newspaper sales reps reading this ;) )

Proper sourcing is key to ROI analysis for sure, but it can't be done in a vacuum. Using your example, phone calls and emails off of a classified site arguably aren't as important as VDP's, and that rocks the world of the traditional ROI driven marketers budget analysis!

Google's ZMOT said the automotive consumer visits 18 sites before visiting the dealership. 18! Which one of those sites had the most impact on the consumers decision to engage with your store? That is tough to know, but I think we can safely assume that they all INFLUENCE that decision in some way.

Should "Return on Influence" be the new ROI metric for digital? ...sounds like an interesting title for an article.

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