Notifications & Messages

Jared Hamilton
From: Jared Hamilton
Hey - It’s time to join the thousands of other dealer professionals on DrivingSales. Create an account so you can get full access to the articles, discussions and people that are shaping the future of the automotive industry.
×
Tanesha Bennett

Tanesha Bennett Director of Sales

Exclusive Blog Posts

Most Valuable Insight Finalist - Doug Van Sach

Most Valuable Insight Finalist - Doug Van Sach

Prioritize Your Prospects: Uncover Clues to Predict Who Will Buy Next Each year, the average customer test drives fewer vehicles. Given the fewer opport…

What to Expect as Driverless Cars Go Mainstream

What to Expect as Driverless Cars Go Mainstream

While the era of driverless vehicles is rapidly approaching, there is still a great deal of confusion and speculation regarding the full impact and the…

5 Ways to Upsell Without Sounding Like a Pushy Car Sales Rep

5 Ways to Upsell Without Sounding Like a Pushy Car Sales Rep

One of the keys to making a profit is the upsell. If you want to claim a heftier commission, upselling is a necessity. However, upselling is an art that sa…

Most Valuable Insight Finalist - Jim Roach

Most Valuable Insight Finalist - Jim Roach

Using Artificial Intelligence to Prioritize Customer Engagement If only one salesman came to work today, what is the first opportunity he should act upo…

Stop Looking at CRM Lead Duplication Negatively

Stop Looking at CRM Lead Duplication Negatively

During some recent conversations, I’ve discovered that dealerships continue to mistakenly perceive CRM lead duplication badly. I strongly believe we …

 

I was reading this article the other day and was shocked by its statistics.  The industry pressures dealers to advertise online, but this study really showcases a flaw of many people’s Internet marketing campaigns: they have no clue if it’s really working because they didn’t take the time to benchmark where they were when they started, and they aren’t using analytics to track the current status of the campaign once it’s in motion.

Before businesses decide to do anything aggressive online you must first determine what defines success for your online efforts? While this question sounds basic, it deserves some thought and attention.  Is success increasing the number of unique visitors? Just getting consumers to call or submit information? Placing an order?  Before even thinking about starting your campaign you need to know what success means in real, quantifiable language.  Otherwise you, and your marketing partner, will be doomed to failure from the get-go.

This shouldn’t be new news – in fact, I’ve said it before, right in this very blog: Once your campaign is kicked off, you better be tracking it. While this sounds like common sense, the Media Post study says that less than half (47%) of marketing professionals say they currently use analytics to measure online campaign results.  What’s the point of having all those “cool analytics” if you have no idea where you came from and where you are now, and where you plan to be tomorrow. You’ve got to have a documented benchmark in order to show measurable results.

I believe the lack of campaign ROI is because of these reasons stated above. I think businesses are finally realizing these issues with lack of planning and goal setting now, after jumping on so many Internet marketing programs that they forgot the fundamentals. As, businesses actually start to document their progress, I think we will see an increased ROI across the board.

Have you set your benchmarks?

 Unlock all of the community & features  Join Now