Automotive Digital Marketing

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There as been a major shift in digital marketing that has been building up for a couple of years now. Content was once a tool used for search engine optimization and social media marketing, but today and in the foreseeable future content will be the most important (and easiest) way to advance in search and social. We discussed it in detail on ADM last month. 


One of the advantages of working for an automotive SEO company is that we get to play with the vast majority of content management systems and back end tools that dealers use today. Some are very good at allowing page creation and management, including Vin Solutions,, and, of course, KPA Connect. Others are awful. If you're using a platform that has limitations on content creation, it's time to consider a change. 


This isn't a pitch for our website product. It doesn't matter as much to me that you have our product or another product that allows you to easily create and distribute content from your website. It only matters that you have the ability to build two or three pages a month with content that comes from the dealership itself. Where to find and who can create this content is another discussion, but for now, it's imperative to gain the understanding of where content stands in the present and future of digital marketing. 


Unique, high-quality content is the source of your digital marketing. It's where the magic can happen. You have to think along the lines of offering resources and points of interest for your local customers. Your standard website content cannot accomplish this. It requires the creation of content that people can find. Remember, it's not just about getting in front of the people who are interested in buying a car today. It's also about building your base, exposing your brand, and being at the top of mind for those who may be interested in buying a car in six months. 


This is why "new" marketing trends like retargeting and video pre-roll require codes on your website to make them work. Getting these codes onto your potential customers' computers requires content. To make it happen, you must have a website platform that makes it easier. 


Build pages. If you are limited with your backend, make a change. You have the potential to get a dramatic advantage over your competitors, but you simply cannot if you don't have a flexible system to make it happen.

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Tags: Build Web Pages, CMS, content, content management system, dealer website supplier, pages, websites


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Comment by Yago De Artaza Paramo on December 10, 2012 at 2:56pm


Website adaptive technology is a fad. Systems will chose automatically the best format for each device. People don't "pinch" a site in a regular screen and make it smaller, etc. The technology has a god name but little useful. For the sake of it, our website platform allows the dealer to select the size delivered to each individual devide if there is one in particular they don't. I only foresee issues wth 10' tablets because they are in the between size.


Our CMS also brings 90% of that content to mobile, including new tools like installed packages: Mobile sreenshot:



Seriously, there are technology advancements beyond the usual companies...

Comment by J.D. Rucker on December 10, 2012 at 2:47pm

Ralph, there are several. As odd as it sounds to be going into 2013 without a proper CMS, out of the dozens that we work with for SEO there are several smaller- to mid-sized providers and 2 large providers that either require a phone call or email to make the pages live or have a system that does not allow basic editing such as adding a Facebook widget or dropping in an HTML embed code. As an employee of a website provider, it's not my place to start naming names but I'm sure members of the ADM community have run across CMS challenges that they'd be willing to share.

Comment by Ralph Paglia on December 10, 2012 at 3:48am

Yago, you bring up a good point... Most of the adaptive website technologies I have worked with require the site admin to select pages, features and relevant apps and content to include in the mobile versions.  They usually have a wild card slot for you to take a URL from the desktop version and drop it in, which the system then applies the "de-contenting" algorithm to create the mobile version... So, if you have already used up your mobile CMS wild card slots, the only way to get additional pages for the mobile version of the site is to have the provider add more pages to the mobile site structure... Which may or may not be possible, because in some cases there is simply no more room left for navigation tabs or page selection drop-downs in the mobile version. In any event, I think there may be some work arounds and a dealer may have to put in a service ticket to get the new page added to the mobile version of an adaptive website provider's CMS.

Comment by Yago De Artaza Paramo on December 9, 2012 at 11:44pm


Furthermore and ore important going into 2013, website providers that not only allow a CMS to write a page but that also writes that page--that custom page--mobile.

Comment by Ralph Paglia on December 9, 2012 at 11:39pm

J.D. - I am not aware of any current dealer website suppliers that do not provide a CMS that allows dealers to create additional web pages on an ad hoc basis... However, reading your post makes me think that you ran into a dealer website provider that does not have a Content Management System that allows the creation of new pages; Did you? and if so, please tell us who that supplier is so we can all be forewarned!

Comment by Michael Cirillo on December 9, 2012 at 5:56pm

Great information J.D. - thanks for sharing. I agree with you 100% on this. It makes a huge difference to be able to get information online quickly and flexibly. 

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