I have been collecting data for a Automotive Digital Marketing Awareness and Budgeting Survey for the past two weeks and I wanted to show ADM members two of the survey questions
from the 11 question survey. I hope to increase the data set in the coming week with your help.
Please pass this survey link
to dealer staff within your organization, in your 20 groups and friends in the business to grow the number of dealers involved. If you have not participated in the survey, take a minute to do so
. I will be posting the results of the full study prior to NADA.
To participate in the survey, visit: http://www.surveymonkey.com/s/automotive-digital-marketing
Digital Marketing Adoption
If you look at the responses above from the 130 dealers to date, some things may jump out to you. If you add the "not using
" and the "ready to start
" columns, you can see that in many area of digital marketing 30-40% of dealers have not yet engaged in their use.
This great digital divide will allow early adopters to gain a significant advantage on their peers.
Car dealers who actively divert more of their marketing dollars to online spending in 2010 will be rewarded with increased market share. Keep in mind that this data is skewed slightly because the survey is being done online. That means that the dealers participating in the survey are already engaged in online discussion and communities. So, the numbers of dealers "not using" or "ready to start" is actually higher.
Internet Marketing Skill Building Not A Priority For All Dealers
The chart below shows that a third of car dealers are not budgeting for their staff to attend Internet marketing seminars or training. This is a discouraging fact. Regardless of a dealers' level of engagement with digital marketing, they should at least understand the value of collecting best practices from their peers and face to face events are often a place for accelerated learning.
Dealers who do not budget for Internet Marketing skills development in 2010 will not be rewarded by many proven engagement strategies discussed on this forum. With NADA coming up in 30 days as well as the Automotive Marketing Boot Camp
the prior day in Orlando, dealers would be best served to send their key marketing and sales staff for the latest strategies that can improve their 2010 results.
Ralph Paglia is also running free seminars discussing key digital marketing strategies
during the NADA show which will further justify making the investment to go to NADA this year.
With so many dealers having less than 20%
of their overall marketing budget focused to digital marketing, dealers need to wake up and educate themselves on how to move that needle closer to 50% in 2010. Making decisions in a vacuum doesn't work.
Snooze you lose.