CDK's purchase of Auto/Mate may create a major disruption in the dealer management system (DMS) industry. Here is our take. DOWNLOAD
I was reviewing active paid search marketing campaigns that were focused on MOBILE devices and here are some summary stats from the last 30 days:
The mobile campaign uses "conversion" data as a combination of mobile phone calls and leads. Are your mobile campaigns delivering the same value for you dealership? Over 20% of dealership website visits are from mobile devices so what is your paid search strategy for mobile shoppers?
The mobile marketing results for this dealership were very attractive. Why buy 3rd party leads for more money when you can generate 1st party mobile leads at half the price? Mobile marketing MUST be a separate marketing strategy and NOT combined with other strategies.
Recently I had a dealer "panic" about the fact that message links that were sent via Twitter were not directly accessible to consumers surfing on mobile devices. The issue was that the dealer's mobile website intercepted the visitor on a mobile device and sent them to a generic mobile website home page.
Anyone identifying with this issue?
Welcome to the emerging challenges with mobile websites and marketing strategies that don't understand how dealership mobile websites work. I'll be writing more on on this topic in coming weeks.
As I have been reviewing the latest changes in the Google search algorithm, it is clear to me that Google wants to minimize the impact of SEO and encourage the investments in paid search. With that said, I have been very active in testing:
I bring this up because there is a CHANGE going on with search marketing and if you don't have a plan that is TESTING the opportunities with the latest changes in Google, you better invest some time researching the latest marketing choices.
I will be sharing some of my latest findings for search marketing at the Fall Conferences because the MAJOR shifts in digital marketing are happening right before your eyes.
Brian Pasch, CEO