Hi Joe...I am part of the team at General Motors that recently launched the new GM Digital Marketing Package to the GM dealers, and wanted to share some additional information about the new package. When we launched the original Digital Marketing Package to our dealers in 2008, we felt it was an excellent solution for our entire dealer network as it provided the dealers with a solid platform to promote their stores and make inventory available to their shoppers. While Cobalt was the supplier of the Digital Marketing Package, this was (and always has been) a GM strategy. We continue to use Cobalt as the provider of our digital solution, as they can provide the network coverage our dealers need to be effective in this space.
Over the last five years, this dealer solution evolved to include mobile websites, display of in-transit inventory, behavioral retargeting, walk around videos, social media enhancements and a whole lot more. As we continued our search for more advanced features for the dealers, we sought their feedback to be sure we centered the changes around their needs. The result is the new "Performance Solution" of the Digital Marketing Package. This new solution includes the flexible website platform that many of our dealers had the chance to pilot this year, along with some new technology that provides consumers with a personalized shopping experience.
As with the original Digital Marketing Package, this program is voluntary for each dealer. As you noted in your post, the Performance Solution does carry a cost to the dealer of $699/month. The ultimate decision on what features/value to include in the new program, and therefore net cost to the dealers, was a joint decision between GM and its dealers. On the dealer’s behalf, GM has negotiated deep discounts for advanced features and the vast majority of dealers feel they are getting great value. When we launched this new package to the dealers on June 10th, we did so with a 60 day "test drive" (free trial). Dealers have the opportunity to opt out at any time to the Base Solution, a no cost package that is similar to the current Digital Marketing Package. We feel the Base Solution is still an effective digital solution, but believe the Performance Solution is really the way to go. Since it is a marketing package, it is also eligible for our in-Market Retail advertising program (aka "co-op"), so dealers can further reduce the cost through their advertising funds using GM Matching funds.
If it helps, I am happy to talk with you further to answer any questions you might have. Thanks for allowing me the chance to provide this additional information.
Bill Taylor
Manager, Dealer Advertising Programs & Dealer Digital Support
General Motors Company
