Automotive dealerships are no longer competing with other dealerships to win customers in the digital world. The real competition is coming from sites outside automotive such as Amazon, Netflix, Spotify, and Tinder, which have created new standards o

Scot Eisenfelder explains the differences between personalized and broadcast media and how engaging with consumers on multiple media channels will benefit your dealership.

The world of retail is setting the pace for embracing how technology is transforming the consumer buying process. The companies who are winning with consumers (Amazon, Netflix, Apple) have stopped looking at marketing by “channels” and are looki

Content creation is one of the biggest struggles for business owners in their marketing. For many, the question of “what is content” can be a little confusing. At a recent event I spoke at, I had the audience share their thoughts. Some of their r

As I wrote in my April 2018 article, Google’s “Questions & Answers” feature is both the latest challenge and opportunity for dealerships.  Introduced in August of 2017, “Questions & Answers” is a channel for anyone with a Google ac

We’ve all been there… Last month was slow and now we need to have a plan to increase traffic! What can we do that’s more time honored in automotive than have a SALE! To many dealers the word SALE means hanging price tags, balloons, radio statio

Dealerships are coming around and increasingly realize the importance of having a good social media presence. Perhaps it’s due to the reach and effectiveness of social media ads, or the ability to stay top-of-mind with customers – both existing a

In the old days of traditional advertising, best practices advised that a consumer needed to hear or see the message three times before they remembered it. The same concept applies to all dealership marketing — including on-the-lot. When it com

Understanding the factors that influence a customer’s purchase decision is such a thorny issue that our industry devotes an entire conference focused solely on analytics and attribution. Dealerships continue to invest in tools that provide only a p