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Mobile is still in its infancy and there are awesome new marketing opportunities being developed every month. With such a fragmented market, if you're going to get more involved with mobile, its important to have a partner that will find, test, and aggregate these opportunities.
Last year's technology or marketing platform may be totally obsolete from today's opportunities. Many ad packages are reserved for manufacturers simply because there are no mechanisms in place to make them readily accessible to retail dealerships. A partner is one who is constantly finding the latest advertising, testing them for effectiveness, and bundling to make it easier on you.