Websites, SEO, SEM, Display, Social, Marketing

A new BDC manager asks for feedback on Detroit Trading Company (DTC) as a lead source and mentions evaluating other providers like Dealix, Vehix, and AutoUSA while dealing with foundational dealership issues like poor inventory data and website quality. Jeff Kershner clarifies that DTC is a third-party lead aggregator similar to AutoBytel and recommends focusing on leads scored 6-10 by Polk, noting that Yahoo Auto was historically a top-performing portal. The thread offers limited practical conclusions but validates the questioner's multi-pronged approach of improving fundamentals while exploring lead sources.

Dealers debate the best approach to email marketing, with the core issue being whether to use a dedicated email provider or rely on CRM built-in tools. The consensus leans toward using a robust CRM with strong native email capabilities to avoid the manual, time-consuming data management required when syncing separate systems like MailChimp with outdated CRM platforms. Several participants recommend evaluating newer CRM options (AutoBase, DealerSocket, CarResearch) that offer integrated email functionality, while acknowledging that specialized providers like AutoRevenue and IMN still have value for specific use cases like service marketing.

A dealer asks how to create deep links to specific vehicle detail pages using stock numbers so he can generate QR codes for window stickers, and explores solutions including Dealer.com's built-in QR feature and manual sitemap parsing. The original poster ultimately develops his own custom solution by parsing the dealer.com sitemap.xml file to extract VDP URLs, then scraping the HTML to match stock numbers with URLs for a lookup database. The thread demonstrates that while vendor solutions exist, a motivated dealer can build a workaround using existing sitemap data and custom programming.

Dealers and vendors share examples of photo overlays used on vehicle listing images, debating what makes an effective design. Key examples include framed overlays that keep focus on the car, branded overlays featuring dealership owners, and tagline-based designs that emphasize unique selling propositions. The thread suggests that while creative and visually appealing overlays generate engagement and comments, there's debate about whether aesthetic appeal actually translates to increased phone inquiries from buyers.

Sharko documents his experience switching from one dealer website vendor to Dealer.com, while other dealers (paulray, kcar) share parallel situations—particularly paulray's frustration with ClickMotive/Ford's lead-hijacking practices and his evaluation of alternatives like Dominion and Vin. The thread highlights critical considerations for vendor switching: SEO redirect handling, lead ownership disputes with manufacturers, slow support response times, and the substantial operational complexity of migration projects in the dealership industry.

Kyle Green seeks feedback from dealers about their experience using Dataium's analytics and tracking tools, expressing frustration with limited success using their VKC tool and wanting strategic guidance. Jeff Kershner provides valuable context that most dealers aren't actually using Dataium despite having it installed (often mandated by OEMs/agencies), and notes the platform is transitioning to a new web-based dashboard with better actionable insights. The key differentiator identified is Dataium's unique ability to track customer activity across multiple automotive websites and alert dealers when old leads resurface in market on competitor sites or portals like Cars.com.

Rick Buffkin seeks recommendations for an affordable social media dashboard to manage multiple franchises' accounts, expressing dissatisfaction with HootSuite despite its current use. The thread surfaces three primary solutions: HootSuite Pro (budget-friendly), SproutSocial (praised for rich features and mobile app), and DealerSocial (industry-specific for automotive dealers), with SproutSocial emerging as the clear favorite among respondents. The key insight is that while generic options exist, automotive dealers discussing the thread lean toward SproutSocial for its user experience or industry-specific alternatives like DealerSocial.

Automotive dealers debate the effectiveness and user experience of proactive live chat tools on dealership websites, with participants disagreeing sharply on whether such features are helpful or intrusive. Key concerns raised include aggressive pop-up behavior (flashing, blinking, following users), the need for trained chat agents to generate ROI, and the difficulty of collecting customer information when visitors are uncooperative. The thread reveals a practical tension: while live chat can be valuable when properly implemented, poorly designed proactive chat invitations are commonly closed by visitors and risk annoying potential customers rather than engaging them.

Stephen Hill seeks recommendations between Digital Dealer and GM's E-Summit conferences due to time constraints, and receives suggestions to consider alternative events like Autocon or Driving Sales instead. A fellow member references a previous discussion thread that may contain additional comparative information. The thread offers limited direct comparison between the two primary options, with one respondent advocating for competing conference alternatives.

Mitch Gallant solicits feedback on his framework of 12 high-level digital marketing buckets for conducting a semi-annual audit, and the community validates his list while suggesting additions like website conversion tools ("Website Parasites") and a system for categorizing buckets by sales funnel position and execution difficulty. The key insight is that organizing marketing efforts by strategic buckets—rather than individual tools—enables better resource allocation decisions and allows dealerships to outsource complex initiatives (rated as high-difficulty) while focusing internally on simpler, high-impact activities.

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Shereef proposes adding a third pricing/service option for 24/7 automotive live chat support to complement two existing offerings, seeking dealer feedback on viability. The limited responses show interest from at least one dealer (Bruce) who wants to evaluate the options, while another poster (markzu) affirms the general value of live chat for customer loyalty and sales without addressing the specific proposal. The thread lacks sufficient engagement to reveal consensus on whether the new option would actually appeal to dealers.

Dealers struggling to generate online reviews discuss multiple strategies, with consensus emerging around **automated email requests** as the most effective approach, combined with incentivizing sales staff participation rather than customers. Key tactics include sending review requests during the F&I wait (when customers are receptive), making the process easy with direct links, creating friendly competition among staff through individual review pages, and using positive survey responses to identify satisfied customers—though paying customers directly for reviews is discouraged as it undermines credibility.

A dealer (kcar) posted a warning about serious email delivery problems with ADP CRM, reporting that emails frequently go to spam or aren't sent at all, and criticizing ADP's poor email infrastructure and unresponsive support across multiple escalations. The dealer explained that the automotive industry is particularly vulnerable to spam complaints due to the nature of dealer outreach, and noted that other dealers have reported similar issues. ADP responded by requesting direct contact to address the concerns, but no resolution was documented in the thread.

The thread discusses strategies for promoting a dealership's mobile app in an increasingly crowded marketplace, noting that the App Store has grown from 10,000 apps in 2008 to over 500,000, making visibility far harder to achieve. Participants agree that the service drive is the highest-value touchpoint for app promotion, using drop-off moments, waiting room POS materials, and receipts to reach existing customers most likely to use the app for vehicle maintenance. The key insight is that targeting existing customers through in-store touchpoints drives retention, while broader digital promotion on websites and social media can also attract new customers.

A Dealer.com user discovered a URL manipulation vulnerability where removing segments from vehicle detail page URLs could display unrelated inventory (like Mercedes vehicles with European plates) on Toyota/Honda dealer websites, raising concerns about brand confusion and SEO integrity. Dealer.com representative Alex Snyder acknowledged the issue as a simple coding error that was quickly fixed, though there was some confusion about whether the engineering team had known about it for some time. The thread concludes that while the glitch was real and problematic, it was ultimately resolved without major consequences.

A dealer named Sam (Sharko) shares his frustration that GS Marketing/Clickmotive failed to fix a mailer image rotation issue for a week, then suddenly resolved it immediately after he told them he was switching to a competitor (Dealer.com), leading him to question whether the delayed response was intentional. The thread discusses vendor responsiveness and best practices for switching providers, with community members offering advice to escalate issues aggressively and keep vendor changes confidential until execution. A Clickmotive representative ultimately responds professionally, though the damage to trust appears done based on the suspicious timing of the fix.

Dealers United, a group-buying service for automotive dealers, launched its first vendor offering in March 2012: SEO services from KPA (which beat out 30+ competing vendors). Community members expressed mixed reactions, with some skepticism about SEO as a first offering, while others saw value for smaller dealers lacking digital expertise, and supporters argued success would depend on vendor execution and proper expectation management. The thread reveals the strategy behind Dealers United's vendor selection process—surveying members on desired products rather than dictating needs—positioning the service as a low-risk entry point for dealers to test digital solutions at negotiated group rates.

Dealership managers today are largely disconnected from marketing decisions—particularly digital marketing—either because they lack knowledge and fear admitting ignorance, or because marketing responsibilities are fragmented across multiple vendors (ad agencies, website providers, etc.) with poor coordination. The thread argues that managers need to be more hands-on with digital marketing strategy, ad copy, and inventory presentation to ensure consistency and maximum effectiveness, much like they were with print advertising in the pre-internet era. The core insight is that dealerships paying for sophisticated marketing programs often fail to maximize their ROI due to management disengagement and siloed departments, ultimately benefiting competitors who do integrate their marketing efforts strategically.

A dealer shares a humorous image critiquing inadequate SEO practices, likely poking fun at common failures in dealer website optimization or misleading SEO claims in the industry. The post invites other automotive professionals to relate to the joke, suggesting widespread frustration with subpar SEO results or vendor overselling. The thread appears to be a lighthearted venting moment rather than a detailed technical discussion, resonating with dealers who've experienced disappointing SEO outcomes.

A startup claimed that 80% of their Facebook ad clicks were fraudulent bot traffic, citing verification rates of only 15-20% of clicks actually reaching their website. The thread's consensus among automotive marketing professionals is skeptical—most contributors dismiss the claim as either startup marketing hype or the result of competitor sabotage rather than Facebook's own fraud, with several noting they've experienced no such issues in their own campaigns.

Automotive professionals debate Google's new "Google Advisor" (also called "Google Comparison Ads"), a beta lead generation product that allows customers to contact multiple dealers anonymously through Google search results. While some see potential for generating leads, most participants are skeptical, arguing that the anonymous contact model dilutes lead quality, reduces tracking capabilities, and mirrors flawed business models like AutoTrader and TrueCar—essentially allowing Google to monetize dealer inventory and organic search rankings while positioning itself as a middleman competitor.

A Cars.com representative introduces a new reporting approach for tracking new-car online advertising performance, asking franchise dealers to locate their latest Cars.com email report as a starting point for the discussion. The thread centers on distinguishing new-car versus used-car shopping metrics and signals an ongoing evolution of Cars.com's dealer reporting tools heading into 2013. The post is primarily a setup for dealer feedback and engagement with the updated analytics framework.