When dealers seek the best digital marketing vendors, they are often faced with a choice: Use a company that has preferred status with their automaker — with the support of co-op advertising money — or take a chance with an outside vendor and bypass the co-op dollars.
As dealers try to grab consumer attention in the digital age by tailoring campaigns for their markets, some are choosing the outsider.
That can lead to more individualized consumer outreach, said Nick Brunotte, director of industry practice for consultancy DHG Dealerships. He has seen firsthand how some dealers have decided to forgo co-op money in favor of vendors without preferred status.
The reasons are many. Sometimes preferred vendors get bombarded with dealership clients because of that automaker stamp of approval, Brunotte said, and they subsequently aren’t able to customize campaigns for dealerships in different markets. At a time when technology is changing rapidly, dealers often want to experiment.
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