Cobalt is a “holistic” solution provider - they provide all the fundamental and critical components for a dealership to market and transact online, but they also allow customization and integration when a dealer requires it.
What is “holistic?”
In layman’s terms, imagine a dealer’s digital marketing platform as a cheeseburger. Cobalt’s role is to provide the bun, burger, cheese, lettuce, tomato, ketchup, pickles, and meat – then cook the burger at various temperatures – and put it on a plate to be served. Essentially, everything that is needed to deliver a delicious burger (or “a successful digital marketing solution”), Cobalt provides and does it well(no pun intended). But even though Cobalt cooks a great and fulfilling burger, some dealers have unique tastes, and may add mustard, onions, and a whole wheat bun. Thus, the dealers that prefer specific additions for theirs burgers (or are told by “experts” to do so), may reach out to “niche” providers in the online marketing space to provide these additions – and add these complimentary services to the burger that Cobalt provided. Keep in mind, it’s perfectly ok for dealers to customize, as every dealer has a unique set of goals and market determined variables.
However, what makes a burger great is generally the result of a dealer’s perception of what “seems better.” A dealer’s preferences may improve the burger’s taste - or may just the make the burger more expensive. Adding caramelized onions to an Angus burger may not increase a dealer’s bottom-line, but so long as the onions don’t upset the OEM’s brand restrictions, Cobalt will give the dealer the right to choose whatever toppings they want.