Automotive Digital Marketing

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Ralph Paglia and JD Rucker squared off at DrivingSales Executive Summit's "Digital Media Battle" with Ralph representing the argument for dealers to develop in-house marketing and advertising campaign management capabilities and JD representing the strategy of outsourcing day-to-day campaign management responsibilities to a vendor. Audience applause determined Ralph to be the winner, but JD was his usual class act and well represented his KPA associates. @0boy and #AutoMarketing #DSES2013

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Comment by Ralph Paglia on October 17, 2013 at 9:14pm

Regarding the Comment by Britt Hoffmann (below); Having set up several supplier based dealer service teams to provide search engine advertising as well as other advertising operations in service to car dealers, I am more than well aware of the technology available to companies like ADP, Cobalt, Reynolds, Tier10 and others. Yes, in many cases these account and campaign management tools provide capabilities far beyond what Google Adwords provides... HOWEVER, there are also many examples of reporting and technological capabilities that Google Adwords provides which are NOT PORTED VIA THE GOOGLE API used by middleware developers, and so I have heard on many occassions, "Yes, you can get that data and use it to manage your campaigns from within Adwords, but it is not part of what Google exports via their software vendor API..." So, although many of these wonderful middleware apps and their unique features certainly provide enhanced performance and campaign management capabilities, most of those capabilities are specifically designed for users who are managing hundreds of client accounts.  By their very nature, middleware providers have little interest in developing capabilities designed to enhance a single dealership or dealer group's campaign effectiveness. They are developed to enhance productivity, and to a lesser degree effectiveness for Ad Agencies and Marketing Service Providers who pay considerable licensing fees for the ability of the software to enable one person to manage as many client campaigns as possible.

With that said, I would never dismiss some of the powerful innovations created by marketing service providers to the auto industry... In fact, I am now within two years of having worked as many years serving car dealers as a consultant and supplier, as I have worked in various roles as a car dealer and a dealership employee. My respect is extremely high for people like myself who are driven to supply dealers with marketing services that add significant value to a dealer's marketing budget allocated to that supplier. A great example is JD Rucker and the KPI team that he works with.. They are seriously focused on providing value for their dealer clients, and I have seen that value delivered on a consistent basis. 

As  stated in this video clip, both JD Rucker and I could have readily switched places and debated on behalf of the other's position, as shown in this clip... However, I stand by my assertions that dealers SHOULD have a marketing professional on staff who is managing a portion of the dealer's monthly advertising budget on a direct basis using Google Adwords.  The benefits are significant and robust... So, if somebody states that a dealer should give vendors 100% of that dealership's marketing budget, I will passionately argue otherwise.

Comment by Ralph Paglia on October 17, 2013 at 8:56pm

I apologize for the poor sound quality of this video... Sylvia Kroger, a woman who I hired into the car business at Red McCombs Ford in 1998 was kind enough to record this video using my iPad while sitting at a table close to the front of the venue, but despite the on stage amplification, the sound quality was disappointing. I may try using some video editing software to boost and clean up the vocals. 

Comment by Britt Hoffmann on October 17, 2013 at 6:30am

Human touch, when it comes to search, is only part of managing a campaign. Google AdWords provides technology but there are vendors out there that have technology that run circles around what any one, two, or a team of people can do each month in a search campaign. Even if you have the most savvy of Google AdWords Managers, it's absurd to think, much less say, they could outperform the right technology provided from a qualified vendor. An in-house person or team doesn't have excess to big data regarding key words and market behavior and would be more prone to using cookie-cutter ads and a "set and forget" house SEO/SEM is a bad idea.

Comment by jaime Block on October 17, 2013 at 1:05am

No you are not.  I'm not deaf and it's hard to hear.. definitely.  But great video anyways.

Comment by Todd Vowell on October 16, 2013 at 2:24pm
Maybe I'm going deaf, cant understand much...

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