page contents Automotive Thought Leadership: Ralph Paglia: February 2012 My title page contents

Wednesday, February 29, 2012

Brian Pasch writes: "Mobile & Googlized Consumers...

Brian Pasch writes: "Mobile & Googlized Consumers Are Important - The significant increase in mobile traffic combined with the exponential increase in devices that are associated with Google Gmail accounts should trigger alarm bells with dealers. Do you have a marketing strategy that includes mobile shoppers?"
850,000 Reasons Why Google Should Be A Marketing Priority Each Day - Automotive Digital Marketing Professional Community
Today the Information Week website posted an article by Eric Zeman that shared a statement by Andy Rubin, SVP of mobile and digital content for Google, stating…
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850,000 Reasons Why Google Should Be A Marketing Priority Each Day - Automotive Digital Marketing Professional Community

850,000 Reasons Why Google Should Be A Marketing Priority Each Day

Brian Pasch writes: "Mobile & Googlized Consumers Are Important - The significant increase in mobile traffic combined with the exponential increase in devices that are associated with Google Gmail accounts should trigger alarm bells with dealers. Do you have a marketing strategy that includes mobile shoppers?"

Source: Automotive Digital Marketing Professional Community

Basically, social works. It just does. From...

Basically, social works. It just does. From Angelina's Right Leg gaining fame to Mitt Romney's wife joining Pinterest to counter-attack a fake Romney pinner, you can't avoid the power of social when it is used correctly. How are you using sites like Twitter and Pinterest to gain more buzz for your business?
Angelina Jolie's Right Leg Displays Why Social Works - Automotive Digital Marketing Professional Community
Last night the only two half-exciting pieces of the Oscars were J-Lo's near nip-slip and a scrawny Angelina Jolie flashing her right leg at every camera. With…
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Great Stephen Covey Quote

"A cardinal principle of Total Quality escapes too many managers: you cannot continuously improve interdependent systems and processes until you progressively perfect interdependent, interpersonal relationships."

- Stephen Covey.

Tuesday, February 28, 2012

Google Search Ads Pause Study - Automotive Digital Marketing Professional Community

Google Search Ads Pause Study

On average, 89% of paid traffic to an advertiser’s site is lost and not recovered by organic clicks - Download the entire Google Search Advertising Pause Study from ADM...

Source: Automotive Digital Marketing Professional Community

Monday, February 27, 2012

Elizabeth Archuleta is not just talking about...

Elizabeth Archuleta is not just talking about developing new sales tactics here. She is talking about something much bigger. As she writes in her article, a cultural shift has to happen, and many of her posts address what she means by this. However, many of those posts are seen as feminist drivel and so ignored. Nevertheless, The way salesmen treated Quick and Mulcahy is a reflection of the way society treats women more generally.
Fortune Magazine Writer Lambasts Car Salesmen - Automotive Digital Marketing Professional Community
Becky Quick, a contributor to Fortune magazine as well as an anchor on CNBC's Squawk Box, included an opinion piece in the most recent issue (2/27/12) entitled…
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Over 89% of Dealer Website Traffic generated...

Over 89% of Dealer Website Traffic generated by Search Engine Advertising is NOT replaced by Organic Search Traffic (SEO) when Search Ads are paused or cancelled...
Search Engine Advertising Traffic Not Same As SEO - Automotive Digital Marketing Professional Community
Search Engine Advertising (SEA) Traffic is not replaceable by Search Engine Optimization (SEO)...
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Search Engine Advertising Traffic Not Same As SEO - Automotive Digital Marketing Professional Community

Search Engine Advertising Traffic Not Same As SEO

Over 89% of Dealer Website Traffic generated by Search Engine Advertising is NOT replaced by Organic Search Traffic (SEO) when Search Ads are paused or cancelled...

Source: Automotive Digital Marketing Professional Community

Google Channel Partnerships Team News - Automotive Digital Marketing Professional Community

Google Channel Partnerships Team News

Did you know that 16% of the daily search queries on Google have NEVER been seen before? Find more
Facts & Stats
on Think Insights with Google.


Source: Automotive Digital Marketing Professional Community

Foursquare Most Explored Categories says a lot about Ralph Paglia's activities over past 6 months!

"Car Men" Movie Premiere; A Film About Frank Myers Auto - Automotive Digital Marketing Professional Community

"Car Men" Movie Premiere; A Film About Frank Myers Auto

The movie “Car Men” details the touching and occasionally hilarious story of how the Myers men created a car business that’s known all across America for its successful out-of-the-box thinking – not to mention its off-kilter TV commercials, featuring such quirky characters as Uncle Frank and Chainsaw Charlie. As one auto pro says, “In the car business, Tracy Myers is who everybody wants to be.” Watch “Car Men” and you’ll find out why.

Source: Automotive Digital Marketing Professional Community

As fascinating as I find this infographic...

As fascinating as I find this infographic, when I went to the link that JD provided for "Social Jumpstart" I played the video interview with Steve Sarner by Mike Wolpert shown at the bottom of the page... Unfortunately, Mike Wolpert makes one of those annoying "Social Media Guru" introductions that create the kind of negative bias towards social media that many business owners suffer from. The preposterous statements made by Wolpert when introducing Steve Sarner does quite an injustice to anyone who has ever studied "Social Media" from a historical perspective. To say that "Friendster" was the first use of social media by our civilization is an insult to all who understand this space from a historical perspective. Although, I do admire Steve Sarner's description of the social media landscape as one that is broad based and far more extensive than Facebook.
What Happens in a "Social Media Minute"? - Automotive Digital Marketing Professional Community
When we built this simple infographic for Social Jumpstart, the research phase of the process blew my mind. I knew social media moved fast but I really hadn't…
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Sunday, February 26, 2012

I believe that like our industry's business...

I believe that like our industry's business model, the treatment of data that originates from customers doing business with dealers can be seen as cyclical... Up until the early to mid 2000's many OEM's were surprised at how easy it was to get dealers to sign data sharing agreements... This "breaking of the ice" led to many suppliers approaching dealers with the same or similar requests for data sharing of DMS data, truly for purposes of making the dealer's use of software or websites more productive, easier to work with and more automation. This period from about 2004 until 2012 could be called the "Golden Age" of data sharing...Now, we have entered a time when many outside companies have entered the automotive vertical with a plan to extract this very valuable consumer, inventory and transactional data, while generating a profit by selling that data or using it in ways that dealers are not aware of... Because if they were, chances are those same dealers would not participate. Jim, Keith, Criss and others have brought up the issue of trust several times... The fact is that data extracted by trustworthy suppliers who use that data to target and optimize a dealer's business for profits and maximum revenue is a good thing...Data used to figure out how much to charge a dealer, or for purposes of enhancing the modeling, targeting and profits of other businesses, both within and outside of the car business is simply not in the dealer's best interest.
True Car and ZAG - Cyber Bandits or Good for the Business? - Automotive Digital Marketing Professional Community
Jim Ziegler asks... I am hearing a lot of discussion about True Car and ZAG.  I continually scratch my head and wonder if  desperate dealers are doing the mark…
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True Car and ZAG - Cyber Bandits or Good for the Business? - Automotive Digital Marketing Professional Community

True Car and ZAG - Cyber Bandits or Good for the Business?

http://TrueCarDealer.com - Check out over 171 pages of comments, video clips, links and actual documents posted by dealers, managers, consultants, suppliers, TrueCar staff and industry observers!

I believe that like our industry's business model, the treatment of data that originates from customers doing business with dealers can be seen as cyclical... Up until the early to mid 2000's many OEM's were surprised at how easy it was to get dealers to sign data sharing agreements... This "breaking of the ice" led to many suppliers approaching dealers with the same or similar requests for data sharing of DMS data, truly for purposes of making the dealer's use of software or websites more productive, easier to work with and more automation.

This period from about 2004 until 2012 could be called the "Golden Age" of data sharing...

Now, we have entered a time when many outside companies have entered the automotive vertical with a plan to extract this very valuable consumer, inventory and transactional data, while generating a profit by selling that data or using it in ways that dealers are not aware of... Because if they were, chances are those same dealers would not participate. Jim, Keith, Criss and others have brought up the issue of trust several times... The fact is that data extracted by trustworthy suppliers who use that data to target and optimize a dealer's business for profits and maximum revenue is a good thing...

Data used to figure out how much to charge a dealer, or for purposes of enhancing the modeling, targeting and profits of other businesses, both within and outside of the car business is simply not in the dealer's best interest.

Source: Automotive Digital Marketing Professional Community

SEO Tips for Car Dealers Looking Ahead - Automotive Digital Marketing Professional Community

SEO Tips for Car Dealers Looking Ahead

Ali Amirrezvani closes his article with the following statement: "Google+ is just one of many SEO extras your dealership should be focusing on moving forward. Once your car dealer website is properly optimized, make sure your dealership or SEO provider is engaging search engines through as many mediums as possible."

Source: Automotive Digital Marketing Professional Community

Ali Amirrezvani closes his article with the...

Ali Amirrezvani closes his article with the following statement: "Google+ is just one of many SEO extras your dealership should be focusing on moving forward. Once your car dealer website is properly optimized, make sure your dealership or SEO provider is engaging search engines through as many mediums as possible."
SEO Tips for Car Dealers Looking Ahead - Automotive Digital Marketing Professional Community
Google+ has been promoted lately by many in the SEO industry as a must-do for local businesses to help their search engine optimization efforts.  While an im…
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Saturday, February 25, 2012

Marsh Buice states: "No one can fully prepare...

Marsh Buice states: "No one can fully prepare you for the rejection you must face in order to be successful in sales. In a short amount of time, what was once an expensive gem begins to lose its luster. Because of the insurmountable amounts of rejection, we become tired, worn-out, dull, weary; simply we become the verb, Jaded. We begin to look at customers as a liability and no longer an asset. As it is written, "Seek and ye shall find." At one time you looked at each customer as a treasure chest, now they are looked upon as a toxic dump; the waste, the by-product from another dealer's lot. We begin to ask questions such as, "What's your beacon score/ what kinda payment do you want?" or "What do you owe on your car?" in an effort to circumcise our efforts out on the lot. We ask these detrimental kinds of questions and decide if we should date this customer or treat them like a one night stand."
The Jewel Or The Vile? - Automotive Digital Marketing Professional Community
The word Jade is a heteronym (a word with the same spelling, yet different meanings) that is used in one form or another in the arena of sales. When used as a…
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The Jewel Or The Vile? - Automotive Digital Marketing Professional Community

The Jewel Or The Vile?

Marsh Buice states: "No one can fully prepare you for the rejection you must face in order to be successful in sales. In a short amount of time, what was once an expensive gem begins to lose its luster. Because of the insurmountable amounts of rejection, we become tired, worn-out, dull, weary; simply we become the verb, Jaded. We begin to look at customers as a liability and no longer an asset. As it is written, “Seek and ye shall find.” At one time you looked at each customer as a treasure chest, now they are looked upon as a toxic dump; the waste, the by-product from another dealer’s lot. We begin to ask questions such as, “What’s your beacon score/ what kinda payment do you want?” or “What do you owe on your car?” in an effort to circumcise our efforts out on the lot. We ask these detrimental kinds of questions and decide if we should date this customer or treat them like a one night stand." Use the link provided to read the entire article and enjoy the beautiful illustration image!

Source: Automotive Digital Marketing Professional Community

New Car Buyers Hanging Onto Vehicles for Six Years!

U.S. new vehicles being kept longer than ever, Polk says

February 21, 2012 12:01 AM

By Danielle Emerson

American drivers are holding on to their new vehicles longer than ever -- to nearly six years -- a new study says. Research firm Polk, citing data compiled in September 2011, said U.S. consumers kept their new vehicles an average of 71.4 months -- up 4.7 months from March.

[Sent from Ralph Paglia's iPhone]

Ralph Paglia
Vice President - Digital
Tier10 Marketing
505-301-6369
http://RalphPaglia.com http://GPlusRalph.com 

Friday, February 24, 2012

Google Automotive Shopping Behavior Study 2011 - Automotive Marketing

Google Automotive Shopping Behavior Study 2011

Insights from this year's auto buyflow study include:
- 81% of auto shoppers decide within 3 months (vs. 67% in 2009).
- Safety, utility and fuel efficiency are among the attributes top of mind for shoppers.
- Searching inventory and obtaining trade-in information were among the top shopper behaviors that increased this year on 3rd party sites.
- Rely on Mobile Devices to shop and research on the go.
- Place a high degree of value on videos


Source: Automotive Digital Marketing Professional Community

Dealership Bugs - Automotive Digital Marketing Professional Community

Dealership Bugs

Another classic video based on the often under-reported realities of real life in a car dealership. I really enjoy Joe Webb's Car dealer based videos, and find they often serve a useful purpose in drawing our attention towards areas of opportunity for improvement in the dealerships we serve... Use the link provided to watch this funny (but true) video clip!

Source: Automotive Digital Marketing Professional Community

Another classic video based on the often ...

Another classic video based on the often underreported realities of real life in a car dealership... I really enjoy Joe Webb's Car dealer based videos, and find they serve a useful purpose in drawing our attention towards areas of need in the dealerships we work with...
Dealership Bugs - Automotive Digital Marketing Professional Community
Another comedic video from the likes of DealerKnows. Dealership Bugs . Do you have bugs in your dealership? If so, DealerKnows can help exterminate these bad…
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Wednesday, February 22, 2012

Google Automotive Shopping Behavior Study 2011 on Automotive Marketing


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Ralph Paglia
What do think about this ADM Blog post titled 'Google Automotive Shopping Behavior Study 2011' ?
81% of auto shoppers decide within 3 months (vs. 67% in 2009). Safety, utility and fuel efficiency are among the attributes top of mind for shoppers...

ADM Blog posted by Ralph Paglia:

Google Automotive Shopping Behavior Study 2011 Today's vehicle shoppers research and decide faster than ever. They use a diverse set of onl...

ADM Blog post link:
Google Automotive Shopping Behavior Study 2011

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Tuesday, February 21, 2012

Google Automotive Shopping Behavior Study 2011 - Automotive Marketing

Google Automotive Shopping Behavior Study 2011

81% of auto shoppers decide within 3 months (vs. 67% in 2009). Safety, utility and fuel efficiency are among the attributes top of mind for shoppers. Searching inventory and obtaining trade-in information were among the top shopper behaviors that increased this year on 3rd party sites. Use link provided to view and download Google Powerpoint file...

Source: Automotive Digital Marketing Professional Community

81% of auto shoppers decide within 3 months...

81% of auto shoppers decide within 3 months (vs. 67% in 2009). Safety, utility and fuel efficiency are among the attributes top of mind for shoppers. Searching inventory and obtaining trade-in information were among the top shopper behaviors that increased this year on 3rd party sites.
Google Automotive Shopping Behavior Study 2011 - Automotive Digital Marketing Professional Community
Google Automotive Shopping Behavior Study 2011 Today's vehicle shoppers research and decide faster than ever. They use a diverse set of online tools in their r…
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Monday, February 20, 2012

Breaking The Chains To Social Media Engagement - Automotive Marketing

Breaking The Chains To Social Media Engagement

I have heard so many reasons around the rationale being used to block employee access to social media sites at car dealerships and within large dealer groups, that those reasons could fill a book! One of the toughest situations are several hard core "IT Directors" who have simply refused to allow access while saying that their dealership's systems would be over-run with viruses and bandwidth draining viewing of streaming videos, music, pornography... You name it, I have heard IT Directors passionately, and at times hysterically denounce opening up access to social media as if it were like letting the hordes seen on Capital One credit card commercials get into the dealership... In many cases, this passionate and irrational reaction to accessing social media via a dealership's network is sincerely believed by the IT Director. In those cases, the recommendations we are able to make around social media employee policies, anti-viral firewall devices (servers) such as barracuda and others, as well as potentially isolating the dealerships systems from those used to connect to social media, and other solutions are the way to get past some of these "chicken little" cries of anguish on the part of otherwise rational IT professionals.

Source: Automotive Digital Marketing Professional Community

I have heard so many reasons around the rationale...

I have heard so many reasons around the rationale being used to block employee access to social media sites at car dealerships and within large dealer groups, that those reasons could fill a book! One of the toughest situations are several hard core "IT Directors" who have simply refused to allow access while saying that their dealership's systems would be over-run with viruses and bandwidth draining viewing of streaming videos, music, pornography... You name it, I have heard IT Directors passionately, and at times hysterically denounce opening up access to social media as if it were like letting the hordes seen on Capital One credit card commercials get into the dealership... In many cases, this passionate and irrational reaction to accessing social media via a dealership's network is sincerely believed by the IT Director. In those cases, the recommendations we are able to make around social media employee policies, anti-viral firewall devices (servers) such as barracuda and others, as well as potentially isolating the dealerships systems from those used to connect to social media, and other solutions are the way to get past some of these "chicken little" cries of anguish on the part of otherwise rational IT professionals.
Breaking The Chains To Social Media Engagement - Automotive Digital Marketing Professional Community
  Is your dealership blocking access to Facebook, Twitter, LinkedIn, and other social media sites?  If this is the case, are you frustrated with your Dealer P…
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Search Advertising With Google: Quality Score Explanation by Google Chief Economist on Automotive Marketing


ADM serves Car Dealers, Automotive Marketing Pros and Internet Sales Managers

Ralph Paglia
Check out this ADM Video 'Search Advertising With Google: Quality Score Explanation by Google Chief Economist'
Google Search Engine Advertising (SEA): Video showcases a highly detailed, but simplified explanation of Google's Adwords Quality Score calculations by Google Chief Economist Hal Varian...
Search Advertising With Google: Quality Score Explanation by Google Chief Economist
Search Advertising With Google: Quality Score Explanation by Google Chief Economist
Google Chief Economist, Hal Varian, explains the how to adjust your bids to maximize the profit from your marketing investment on AdWords -...
Video link:
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Social Network for Car Dealers, Automotive Marketing, Advertising and Sales Management Professionals sharing Internet strategies and tactics
Automotive Digital Marketing Professional Community
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