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I wouldn't say chasing leads and conversion measurement is a "waste of space." Too many variables, not enough data and I've never seen 97% documented, would love to see verifiable data on that number. Obviously, there are plenty of reasons that bring in a potential buyer and the means in which a customer is retained is an art as well, plus everyone is different. There's no doubt it should be a combination of both traditional and digital marketing. I'm a big believer (based upon measurement) in that services which convert with one demographic location don't always in another.Dealers that ignore what fails to convert, yet still pay for it are uncoordinated and sloppy. AutoTrader, Cars.com, poorly executed AdWords (paid search, display and pre-roll) service or maintenance, coupled with a piss poor, unusable website presence / platform come to mind etc., etc.
I wouldn't say chasing leads and conversion measurement is a "waste of space." Too many variables, not enough data and I've never seen 97% documented, would love to see verifiable data on that number. Obviously, there are plenty of reasons that bring in a potential buyer and the means in which a customer is retained is an art as well, plus everyone is different. There's no doubt it should be a combination of both traditional and digital marketing. I'm a big believer (based upon measurement) in that services which convert with one demographic location don't always in another.
Dealers that ignore what fails to convert, yet still pay for it are uncoordinated and sloppy. AutoTrader, Cars.com, poorly executed AdWords (paid search, display and pre-roll) service or maintenance, coupled with a piss poor, unusable website presence / platform come to mind etc., etc.
