Comments on: When Online Turns Offline http://dealeradvantage.cars.com/da/2008/11/when-online-turns-offline/ Free enewsletter filled with articles to help you maximize your advertising investment. Thu, 19 Nov 2009 21:04:53 +0000 http://wordpress.org/?v=2.8.6 hourly 1 By: mike http://dealeradvantage.cars.com/da/2008/11/when-online-turns-offline/comment-page-1/#comment-480 mike Thu, 27 Nov 2008 16:49:49 +0000 http://dealeradvantage.cars.com/da/?p=912#comment-480 Yet another study to support the fact that automobiles shoppers follow the rest of the universe in online activity. Those clinging to traditional media at the expense of digital options may one day have little to do but read the papers. We do however, benefit from awareness that like your service drives traffic to the dealer. Does it pay for itself? Who knows? It’s impossible to measure with any level of confidence. But these sources also conduct internal studies that justify the expense of their services, generally better received when conducted by a disinterested third party. The findings produced by any party with a vested interest bring back visions of the tobacco industry. And you are not alone; AutoTrader uses the same arguments to support their fees. The number of dealers paying for leads clearly shows a willingness to pay for traffic; phone, internet, floor, and whatever. Since the Internet offers the ability to measure results with confidence, the lead provider that produces a positive ROI - on Internet leads alone - is best suited to the needs of the dealer. Further, the dealer and the lead provider then find such internal studies unnecessary, providing the dealer time to focus on selling and the lead provider time to focus on generating leads. Yet another study to support the fact that automobiles shoppers follow the rest of the universe in online activity. Those clinging to traditional media at the expense of digital options may one day have little to do but read the papers. We do however, benefit from awareness that like your service drives traffic to the dealer. Does it pay for itself? Who knows? It’s impossible to measure with any level of confidence. But these sources also conduct internal studies that justify the expense of their services, generally better received when conducted by a disinterested third party. The findings produced by any party with a vested interest bring back visions of the tobacco industry. And you are not alone; AutoTrader uses the same arguments to support their fees.

The number of dealers paying for leads clearly shows a willingness to pay for traffic; phone, internet, floor, and whatever. Since the Internet offers the ability to measure results with confidence, the lead provider that produces a positive ROI – on Internet leads alone – is best suited to the needs of the dealer. Further, the dealer and the lead provider then find such internal studies unnecessary, providing the dealer time to focus on selling and the lead provider time to focus on generating leads.

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