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Being on the vendor/marketing end of the stick it hard to make sense of any customer that bases advertising spend on a shift in the market which is unrelated to marketing.   For example, unemployment goes up, consumer lending rates go up, or access to capital decreases which are all structural shifts in the economy. So naturally sales go down during this time frame.   The lack of sales gets compounded when the marketing budget is cut because you  now  have a smaller voice in a shrinking pool of customers.   Tactically speaking, that would be a good time to boost marketing. 


For example, I once got a request to slash a Google Adwords budget.  This made no sense because I had conversion data showing that the cost per conversion (lead) was decreasing month over month.  I even got their cost per click down while maintaining the #2-#3 spot by tweaking ad copy, etc....   Even when I presented them with this overwhelming evidence they slashed the budget any way.  Needless to say the next month didn't get any better.   Go figure...