Digital Marketing

Start with the disclosure, because it changes how you should read everything below. Pinnacle does not sell search marketing, paid social, website builds or reputation software. We run direct mail, staffed events, an outsourced BDC and training. That makes this the one library on the site with no product behind it, and it is the reason we can be straightforward about where digital beats what we do sell.

It is also the reason the library exists. A dealership’s marketing is a single system, and the most common failure we see is not a bad channel — it is a channel that works handing traffic to a store that cannot receive it. Paid social generates a lead at two in the afternoon and nobody touches it until tomorrow. The website form submits into an inbox. The Google listing sends a call to an IVR with six options. Several articles here are about that seam, where digital spend meets the phone room.

What is covered today is search and the website, paid social, text and video messaging, and the pieces on running digital alongside mail. What is missing is substantial and worth naming: vehicle listing ads, third-party lead providers, retargeting, connected TV, and local search and Google Business Profile as subjects in their own right. Those are queued. If the problem you actually have is what happens after the click, that is BDC On Demand and the BDC library.

Still looking? The frequently asked questions answer the short version of most of this, what dealers say covers the results side, and Auto Industry News is everything we publish in date order. Or start with the full resource index.