NADA Prep: What Is Your Breaking Point?

It’s the annual ritual that continues to educate, perplex/confuse (many) and intoxicate, especially with this year’s New Orleans destination. The National Automobile Dealers Association (NADA) convention starts next Thursday so let the flash and sizzle begin, and maybe (just maybe) a reception or two to get the monthly receivables up…

We are in the twenty-second year of the Automotive Internet. Yeah, don’t blink! And with some of the major moves around the industry, you’d wonder if it weren’t the first. So do you book up on appointments with your current static providers or do you go outside? Do you take some mindshare and brave some proven-yet-unused platform/technology?At IM@CS, we have been wowed by little over the past year and lulled to sleep by most…

While you might fall for the loud person calling this the “Year Of The (fill with¬†ostentatious call name)”, here are some hard and fast rules dominating what will likely guide you (and your vendors) to the breaking point in 2017:

  • Google AMP Project (Accelerated Mobile ages)
  • SEM/Paid Search one-to-one relevancy/Google ad updates
  • Move from last-click attribution (Google Analytics) to multi-touch “varied attribution”
  • Search Engine Optimization/marketing SPAM (next generation black-hat SEO)
  • Embracing of equity mining/process/CRM/showroom integration
  • Live video use for marketing, prospect and lifecycle engagement

Any more and your head will swim, if it’s not already. There will be few leaders, especially the largest companies, in the spaces mentioned above, signaling dealers to branch out and do more. More investigation. More education. More questions. And more time understanding that the homogenization of retailers is real.

Some of our picks for NADA visits are AutoAlert, Calldrip, DealerInspire, DealerSocket, Dealer Teamwork, eAutoAppraise, Nextup, Sensible Driver and Time Highway. We will be sitting with vendor companies and seeing the latest updates to bring them to our clients as well as the general dealer body.

We hope that everyone has a great convention this year, see you on the show floor!

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