By: Pat Ryan, Jr.
From Digital Dealer Magazine February 2008
Every week seems to bring an interesting new study on how consumers are using the Internet in their car buying process. While all of these studies point to the importance of an evolving e-strategy for dealerships, it is not always easy for dealers to glean actionable takeaways […]

A couple of questions today. First, are you still running an ad in the yellow pages? Of course you are, right? And you’re also running an ongoing search engine marketing (SEM) program, right? No? Really?

Here’s the thing. Google is well on its way to killing the yellow pages. In my house, we tossed our yellow pages book the day we got a laptop and wireless internet. If you’re not spending twice as much capturing leads online as you are through the big yellow book, you’re probably missing the boat.

Let’s say someone finds you in the yellow pages. They still have to pick up the phone or drive out to your dealership (or visit your website - your web address is on your yellow pages ad, right?), but online they can be out on your site searching your inventory and completing a financing application in a matter of seconds.

It’s a sign of the times and it’s time to adjust your spending accordingly.

D. Jones
Marketing Strategist/Creative Consultant
SmackDabble, LLC