Being able to build a website is definitely not a prerequisite to success. That's why I have a web developer on my team. I spend my time reading case studies, reading books and just plain studying the psychology of internet conversions. I work with a team on how to implement those changes properly. Each person an expert in their specialization, while having a working knowledge of many.Once you know how to write clean code that allows for accelerated load times, custom forms and calls to action while also maintain a strong organic can you truly (at least in my mind) be a true Digital Marketing Expert. I will take this even one step further. In my opinion you can't be a true Automotive Digital Marketing expert unless the aforementioned describes you and you've built your skill set in an automotive retail environment. Everything else is minor league.
To me, a company that offers digital marketing services, who's staff offer automotive marketing advice but don't know how to build the components necessary to render such marketing, is like saying, "I can write you a New York Times bestseller novel, but I don't know how to use a keyboard or pen."Should we really be taking Automotive Website Marketing and Digital Marketing Advice from people and companies that would struggle to build even the simplest HTML Table?
Yes, actually, I do. I understand that you have tenure in this industry, but with all due respect, allow me to elaborate on my counter-opinion. Blockbuster was our neighborhood movie rental/purchase store for decades. They failed to adopt a strong and convenient internet presence and were therefor ousted by mail and streaming services like Netflix, Hulu, Amazon.com, etc. Nobody twenty years ago would have assumed that people would be doing all their film viewing via streaming over the internet. It was unfathomable because of bandwidth constraints and server capacities. Now, it's the number one source of film viewing. What makes you think that car shoppers won't be making--or haven't already made--the same adjustment?Seriously, does anyone believe that dealerships have unproductive internet departments because they don't have a code geek on staff? I can assure you that after 40 years in the car business, this is the least of their problems. It is, and has always been, about selling cars and making money.