The best marketing strategy in the world can only have temporary results if it doesn’t account for the entire customer experience. Sure, our first job is to get people in the door, on the lot or to the website, but…
Any plan for identifying, targeting and attracting customers to your brand almost always involves some sort of analysis of the customer journey. It’s the path from the Zero Moment of Truth, through something like a Sales Funnel, and leading…
It’s no surprise: we all work hard to ensure our departments and companies are running as lean as possible, building flexible teams of multitaskers. The upside? The latest user-friendly technology and trends make it easier than ever to do…
Amidst these days of digital dominance, it’s rare to find a business that doesn’t understand—and try to capitalize on—the importance of good SEO. In fact, you’ll find that most organizations, regardless of size, agree it’s among the most vital factors…
Social media and other digital channels have given analytical marketers exactly what they’ve always wanted: more numbers to drop in a spreadsheet. I’m not dismissive. Data is very useful and important. It’s how we determine how to invest resources, where…
Ask most business owners who their customer is and they’ll likely point to demographic characteristics or the different types of media they consume to support their answer. While these data points always are important, they’re just that—data points—without a…
There’s been a lot of talk about television viewers cancelling cable and switching over to subscription services like Netflix, Amazon Prime or Hulu, otherwise known as Over The Top (OTT). We see headlines like “Cord-Cutting Accelerates as OTT Video Keeps…
Look. Some of our best friends are car dealers, but many people just don’t trust them. Whether customers have had bad experiences or just succumb to an unfair stereotype, it takes a lot to establish a reputation for being trustworthy in the car business. Read more »
Sure, the service department should treat customers with respect, diagnose and fix their cars’ problems quickly and charge them fairly—but if that’s all they do, you have missed three opportunities that could have added up to big dollars. Read more »
If it’s disruptive enough, the way you deliver an idea is at least as important as the idea itself. That’s why you need to combine smart analytics with creative boundary-pushing. Read more »