Community

Share your automotive expertise

2 Write a Blog Post

Filed in: Marketing, Internet/BDC

Sleepless in Seattle? One week at Cobalt’s Headquarters…

By Jeremy Alicandri on Sep 27, 2013

Earlier this year, I decided to hire Cobalt for virtually all of my group’s digital marketing services. My decision was fueled by many factors, and after months of deliberating, it became apparent that Cobalt offered the best integrated digital marketing solution for BMW stores – by a huge margin. As a recent convert of Cobalt (at least for now), I decided to fly to Seattle to learn more about the company that is playing the leading role in my store’s marketing efforts. In addition to working side-by-side with my account team, I’m also hoping (if they permit me to do so), to test out their newest products and technologies – with the actual product managers that oversaw their development.

As an “auto geek,” this is a rare opportunity to get a glimpse of the inner-workings of one of the fastest growing automotive solution companies in the world. Cobalt/ADP is still winning the race for bringing the most robust and integrated digital solutions to the market; but I wonder if they can sustain their momentum in what is proving to be an ultra-competitive solution marketplace? Along with “test driving” their latest products, I’m hoping to address these questions and learn more about this intriguing company.

Before I visit Cobalt, I’d like to obtain some feedback from the community. If you were visiting Cobalt, what would you do? What would you ask? Any other suggestions? If you have any comments or ideas, please post them here or contact me directly. My first day at Cobalt will be October 7 – incidentally, just one week before DSES!

Thank you.

Comments

When are they going to have a drop down selector for the model on the back end inventory tool?

Sep 27, 2013

Jeremy,

I look forward to seeing you here in Seattle next week - I'm putting together the part of your visit that I think you'll love the most.....checking out some of the amazing development going on in the Cobalt lab! From playing with our upcoming new Inventory Manager to sitting with the developers and seeing what 2014 will bring. It's going to be very fun, educational and memorable!

James Fabin

Sep 30, 2013

@Brad: Great question on what should be a simple feature. I'll ask.

@James: Thank you. I'm really looking forward; I definitely could use a little more "WOW!"

Sep 30, 2013

Comments 1 - 3 of 3

You must be logged in to comment

Login Create an account

Add your comments:

   

Jeremy Alicandri's Recent Posts

Related Posts

  • Holiday Travel Marketing Guide

    The holiday travel season is in full swing, with an expected 90% of travelers opting for a road trip over air travel. What does this mean for your dealership? Now is the time to prep your customer’s vehicles for their holiday journeys. Here are three easy ways you can keep your dealership top-of-mind, build brand recognition, and drive additional service business to your store. Remind Customers of Maintenance This idea is probably a no brainer, but I want to make sure to state it. Deliver a communication to customers about needed maintenance on their vehicle before holiday travel. Think about offering a Holiday Road Trip Service Package, wherein your team would perform and check all vehicle elements to ensure they arrive at their destination safely and without hassle. Offer Assistance The holidays bring about a lot of busy work and things to keep straight, which means, your customers may forget some key elements when hitting the road this holiday. Remind them of the manufacturer’...Read post

  • LotLinx...Does It Measure Up To The Hype

    LotLinx has exploded in 2014 right when the progressive dealers started to migrate away from form submissions to VDP's to establish ROI. LotLinx deeplinks your new and used inventory to 3rd party partners and routes the VDP click thru to your VDP thus bypassing 3rd party VDP's and form submissions. Uncovered are concerns about Lotlinx reporting issues and inconsistent daily referral resulting in a unusual spike monthly. Can LotLinx resolve this and turn this good tool into a great tool as toutedRead post

  • 4 Tip and Tricks to Drive Engagement On Your Dealership Website

    We recently completed a usability study with REAL in-market car shoppers to determine how they engage with inventory on dealer websites while researching their next purchase. Participants in the study were recruited from the local Seattle area and consisted of people currently in-market for a new vehicle. The goal was simple— to find out directly from the mouths and mouses of real shoppers what makes car shoppers click when browsing your vehicle details pages (VDPs) and vehicle search results pages (VSRs).Read post

    By Cobalt on November 25, 2014

  • How To Maximize Your Dealership Black Friday Sales

    It's the holiday season, that means one thing, you only have a few weeks left to hit your year end sales quotas. While this turns into a very stressful time for many dealerships, it doesn't have to be this way; so put away your Grinch costume and use that shiny little device (smartphones) all you customers have to turn your inventory into perfectly wrapped presents that constantly keep driving off your lot. Everyone's Online According to PunchTab 90% of consumers plan to shop online this holiday season,and with consumers spending more than 15 hours per week researching on their smartphones capturing capturing your customers pre-purchase is essential to ultimately gaining their business.   You want to capture all these customers as they look for vehicles don't you?   Step 1: Simplify Their Search Shoppers make store visits after searching, and if they find all the information they are looking for they are 75% more likely to visit the store.   Take control of how your custom...Read post

  • Content Marketing Strategy: How to Create a Winning Company Blog

    Content marketing, in general, can provide many valuable benefits. It can help create and maintain a brand presence; assist in search engine optimization; and position executives as thought leaders. It can also serve as a valuable source of information for both customers and potential customers.   There are many types of content marketing. Technically speaking, everything your business creates and publishes is content marketing. This can include such items as marketing pieces, videos, blog articles, articles published in trade magazines, social media posts -- you name it. If your audience sees it, chances are that it’s content marketing.   While most businesses understand the importance of content marketing, many get stuck when trying to make it an ongoing reality. Think of it as an extreme case of writer’s block. Someone is tasked to create this “content” but they don’t know what to create on a regular and ongoing basis. Some companies create comprehensive content ma...Read post

  • New Google transparency requirements hold 3rd party partners more accountable for AdWords Mgmt fees

    Google is introducing two new requirements aimed at increasing transparency and accountability of third-party partners. Starting in November, agencies and other third-party firms and individuals that manage Google advertising for customers will need to conform to new third-party policies. The current policy mandates that third-parties disclose Ad Words media costs, clicks, and impressions at the account level. Now all management fees must be disclosed on invoices and be itemized to show the net cost of the Google portion separate from any management fees or mark-up. The days of ‘black box’ digital advertising packages appears to be coming to a close. Black box refers the idea that you pay your digital vendor or agency a monthly amount to provide a host of online services and they ‘optimize’ it among various digital elements such as paid search through Google and Bing, retargeting ads, banner ads, in banner video, search retargeting, or any of a host of other types of digital advertising. While there are positive points to this approach, it has also presented an opportunity for vendors to provide less than full disclosure regarding the ‘third-party’ fees they are actually charging to manage these services.Read post

  • "Selling" at the Zero-Moment-of-Truth

    As an industry, we often activate a vast array of tools...shiny widgets....and systems in which to be effective to the modern consumer….. HOWEVER....do our systems: Target - Communicate – Integrate together; As-One; in order to ensure Buyers are delivered at the ‘Zero Moment’ through a direct-path to OUR specific Stores? Websites? Telephones? As Dealers = "WE reserve the right, to Market OUR Brands, OUR Stores, OUR Inventory - with a single and direct connection to OUR stores, everytime!" Automotive News | Dealers > Best Practices ( Nov. 24, 2014 ) Cardinale Group makeover flexes digital Muscle http://www.autonews.com/article/20141124/RETAIL07/311249996/cardinale-group-makeover-flexes-digital-muscle   ...Read post

  • Does your dealership catch customers at zero moment of truth?

    As Digital Dealers we should all be familiar with the Google’s study that shows the behavior of a current ZMOT Auto buyer: – The majority of shoppers for automobiles are quite thoughtful – starting the process about 2-3 months before. Still, 14% of shoppers actually report spending less than a week on the decision making process. – Auto shoppers use on average 18.2 different sources of information – from TV, news articles, online, family, etc. to finally form their decision. – 97% of auto shoppers will be influenced by ZMOT-style advertising. Marketers should be thinking about how to use ZMOT to drive shoppers right into the dealership. – 71% of auto buyers used a search engine to help find a dealership At ZMOT we have proven that a dealership group that embraces digital marketing focused on targeting zero moment of truth buyers with systems that Target - Communicate – Integrate together as one in order to ensure Buyers are delivered at the "Zero Moment" throu...Read post