This simple shift in your marketing strategy can have a huge impact on your dealership’s success. Many of us understand our “target market” and we actively communicate with them every day. With a blend of online and offline strategies, we hope to turn them into customers. How many of you…

Three things to avoid in a flat market. It’s clear that the automotive industry is seeing a flattening in the current market, and that’s a cause of much stress to those leadership teams charged with the task of steering their businesses through it. Historically when the market flattens the usual…

If all you say is “Thank you” to your online leads, you’re missing out on opportunities that are ripe for the picking. I want to dig into your dealership’s website in a bit more depth. I don’t want to discuss load times, whether it’s mobile-friendly (it really should be by…

2,157,876 reasons to measure everything. If you’re a regular to the back page of Canadian AutoJournal, you know I spent a lot of 2018 squawking about process and accountability. I also brought to light a lot of data in the hopes that through being accountable to you, the reader, I…

Before we start buying into reported figures and statistics, it’s essential that we know the rest of the story. Over the past few months, anytime I’ve had the chance to attend a conference or event, I’ve tried to catch sessions on digital retailing. As “marketing attribution” is already flaming out…