At a twenty-first century dealership, it’s hard to see sometimes where marketing ends, and technology begins. Most marketing is done via technology solutions such as the CRM or the business development center (BDC). Email blasts, web marketing, content marketing, app marketing, data analytics and social media are all the primary vehicles for dealership campaigns, but high-level marketing personnel frequently aren’t consulted when these tech products are purchased or implemented.
This is according to research compiled by dealer software solutions provider CDK. A survey conducted among European dealerships found that only 27 percent of car dealership marketing managers make “high-level decisions” on technology investments.
Read the full article at Cantin Automotive Insider.