Most businesses want to scale right? Maximize resources, gain efficiencies and maximize profits. No brainer, right? In the right circumstance, absolutely, but I’m seeing an alarming trend as it relates to scaling digital.
What about high touch business services like SEO, PPC and social media? Yep, you heard right, these are “high touch” services when done correctly. So how do you scale that?
You don’t.
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A clear and concise scope of work is one of the most important documents when beginning an agency/client relationship. As the relationship matures and the ways of doing business change, how often do you revisit the scope of work? What should an agency be responsible for? Has that changed with technology and increased business pressures?
The concept of swim lanes isn’t new, but it’s the best term to define the problem and opportunities faced in automotive marketing. The roles of Marketing Communications Companies, Internet Manager, and BDC Managers are becoming blurred. Is the agency responsible for selecting 3rd party lead providers? Is it the BDC Managers’ responsibility to make sure inventory listings are up to date with correct pricing and information? Is it the Internet Managers’ responsibility to update website with correct incentives? Best answer to all these questions: It depends.
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Well it’s finally happening. After nearly a year of beta testing in San Francisco, Google is expanding its automotive lead delivery program to include the entire state of California, with other states reportedly soon to follow.
So what does this mean? As automotive marketers, it’s our job to figure it out and provide our clients with a strategic point of view on how this will impact their business. Changes in technology and “new” ways to retail cars are in the headlines daily. But when it’s Google making the waves, you take notice and do some homework.
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