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Jared Hamilton
From: Jared Hamilton
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Gary May

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What The Watch Will Have You Watching as You’re not Watching What You Need To Watch

Not paying attention to mobile, tech and search is about to get more annoying…and costly!

What time is it? Really, what time is it? It’s not hammer time or time to get ill, although you may after reading this. It is time to consider where you SEE what time it is. For a lot of people in automotive (read: dealer principals, general managers, general sales managers), it’s usually a nice watch. And guess what? Within months, a lot of those people will be migrating to “smart” watches. Lots and lots of people will.

What does this mean for you? Well, truth is we don’t exactly know yet however know this…you’re about to get more annoyed from a cost and tech perspective. And to think, you were finally getting comfortable with spending money on SEO for your antiquated website 5 years after you should have been spending the money to DOMINATE your market and you just felt like looking into geo-fencing, although you still don’t get it.

Tech, and smart watches specifically, is going to continue the drumbeat of change and focus. Not to say everyone is going to buy a $10,000+ gold-plated Apple watch,. No. More people will be buying the Android watch that’s $499 at Costco right now!

Very few of you are going to think “great! A service app on someone’s wrist with integrated push notifications…I’m in!” Most of you are going to ask “what person would even want their smart phone that close to them?” or “Why do I need to pay attention now, until it’s more common?” or, the worst, “what spend any money on that?”

This is the real question you need to ask yourself, “will my platform, apps and communication be ready for this switch and what is a reasonable cost to be ready?” and for most of you, the answer is no. Look at your email templates and ask yourself are they mobile-ready today. (hint: most dealers have large/wide headers with links, some kind of framing, large/heavy graphics, video and other assets as part of your (non-relevant) emails you send to customers. Newsflash, you’re killing yourself and, if you have an OEM-pushed consultant coming in to your dealership, you’re even more in trouble. You’re not ready!

Tech, search and communication are changing at the speed of the consumer, and you have yet another wrinkle in your plan to do the same thing you were doing before you read this, so keep doing what you’re doing. Yes, car sales are up so dealers can make a lot of mistakes and still make money. The about-to-happen explosion of smart watches represent another example of how overwhelmingly wrong automotive retail marketing is. Now go put your Fitbit on your wrist that tracks you via GPS and uploads to your Strava account and do that run you were planning,. Nothing to see here, everything is fine...

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