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By Brian Pasch
As digital marketing and social media investments become a larger percentage of dealer operating budgets, some operators are considering hiring an internal Digital Marketing Manager (DMM). Many of the mid-sized automotive groups and most of the larger auto groups already have this position in place.
However, finding the right person to fit this newly minted role can be a challenge:
You may be a Digital Marketing Manager or have this role in your organization. I'm working on a new project and would love to start a conversation based on the questions listed above. I am confident that many members of DrivingSales will be interested in the responses from dealers who have tackled these challenges or who are starting down this path.
Related to this discussion is employee retention for this specialized role. Dealers may find it challenging to keep the DMM challenged so they are not scooped away from a local competitor. This happens with good sales professionals and managers however there few competent automotive Digital Marketing Managers on the market today.
For many Digital Marketing Managers they are the only person in the organization that understands the complexity of their job responsibilities. They may at times feel alone, unsupported, and unfairly criticized. As Google changes on a dime, so must these marketing professionals adapt.
How can dealers bridge this gap to leverage the experience of the management team with the new tools brough to the table for a DMM?
Please share your thoughts on the questions I posed in this article below. If you have any supporting documents, share the links. Please share this article on your social networks to expand to conversation to other automotive professionals.
Brian Pasch, CEO