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Do You Know Where Your Resources Are?

May 12, 2011

Here’s a good reminder from Drivingsales.com that you shouldn’t pour a lot of money and resources into online marketing if you don’t know how it is actually benefiting your business. You must be disciplined in monitoring your audience, and note how they respond (or don’t respond) to your marketing endeavors. If you do not have the time or knowledge to effectively conduct a prosperous online marketing and monitoring campaign, hire a company who specializes in this area to assist you.

The most important thing is to be mindful of where your resources are going, and to track them consistently in order to get the best results in the future.

You Can’t Manage What You Can’t Measure

by Amy Taggart on May 11, 2011
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I’ve written about online marketing before, and it’s encouraging to continue to see it take hold at the dealership. Sites like this one, DealerELITE.net andDealerRefresh are joining the ranks of non-automotive-specific thought leaders like Hubspot as online resources for understanding and applying best practices for getting the most for your online marketing efforts.

If you check out at all of those websites to look for insight, you’ll see an underlying theme: you can’t manage what you can’t track.

Long gone are the days — at least for me — when “brand awareness” was sufficient justification for launching an email campaign or laying out thousands of dollars a pop on advertising (especially print). It’s a discipline that we’re adhering to here, and I’ve got the task of creating the monthly reports to prove it.

If I have an online marketing channel, such as an e-newsletter sponsorship, that’s not generating the leads I need, it’s up to me to rework the message to move the prospect to where I need them to be. If I’m not keeping an eye on my conversion rates and leadflow, then I have no idea how I’m doing.

Unless you are using something like Hubspot or some kind of CRM like salesforce.com, digging out the data becomes arduous at best. We’re working on that part of it. What tools and metrics are you using to manage your online marketing?

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