Very few things have truly amazed me about marketing over the last few years. It's not that I'm jaded or pompous. It's that everything usually seems to fall into a plan or trend that is relatively predictable and that creates easy adjustments if you have a powerful base to your initial strategies.
Two things that do amaze me are both readily present in the automotive marketing product sphere. One of those things is a positive: dealers have expanded their own understanding of digital marketing best practices at a rate that is much faster than the recent past. Today's dealers are much savvier today compared to a year ago. In previous years, the advancements were less pronounced.
The other thing that amazes me is not a positive. There are still plenty of vendors out there promoting concepts, products, and services that are utterly obsolete. I totally understand the need to promote what you have available to you, but at some point you need to fix the problems or discontinue the "best practice" that is leading dealers astray. A case in point happened just last month when a client was showing me a report card from their website vendor. The things they were calling into question about our SEO practices were comical at first. They were promoting syndicating OEM content and reviews on the website to improve SEO. They were promoting Foursquare checkins. They even wanted a little keyword stuffing mixed in.
I'm not going to drag this out. In fact, I just deleted six or seven paragraphs of ranting. This isn't the venue to rip on other vendors. Instead, I'm going to focus on the right way to do it. Here's a video we put out last week that describes our concepts, philosophies, and strategies surrounding SEO. I didn't make the video with the intention of pointing to this subject, but it works.
Check the expiration dates. They aren't hard to find, but it takes more than listening to any one vendor to find the answers. Check the blogosphere. Call an expert. Reach out to us. We keep our ears to the ground for modern marketing practices.