page contents Automotive Thought Leader: Ralph Paglia: Why you don’t need a website provider - Automotive Digital Marketing Professional Community My title page contents

Sunday, November 6, 2011

Why you don’t need a website provider - Automotive Digital Marketing Professional Community

Why you don’t need a website provider - Automotive Digital Marketing Professional Community

I love this post... Hate to admit it, because I disagree with Larry on so many topics, but he makes a valid point here, especially about leasing an asset that dealers should own! However, I would add one additional item that Larry may not agree with... ONE WEBSITE IS NOT ENOUGH!

That's right... If dealers want a competitive advantage they should NOT try to create one website that serves all customers on all topics. The reality is that it is a lot easier to create a website that achieves all the engagement and marketing communications objectives for a specific model line and a category of customers if it is designed and maintained for the topic and the customer segment. Most dealerships have a wide range of customers, and a variety of models, services and products they sell... I believe that websites are economical enough to merit creating specialized sites for specific categories of customers and products...

For example, having a completely separate website for Commercial and Fleet customers may make sense for dealers that do a lot of business, or want to in that segment.

Used Vehicles are a unique enough sales department and product in most dealerships to merit their own specialized site.

What about Fixed Operations? Seems like they have a fairly unique set of value proposiaitions, products and services that they may have good use for a specialized site. Heck, the biggest and best online parts sales operations have their own website... Must be a reason why, right?

And, when it comes to certain brands, their new trucks are not only different from their passenger cars, so are the customers, and this may be better served by a dedicated truck website. Heck, the Ford F-150 outsells a lot of complete OEM brands, so why not better serve the Ford F-150 product and customers with a specialized website all its own...

Anyways, I like Larry's thinking on this post, all except the Wordpress Blog embedded into the dealership's "Random Access Website"... On that issue I disagree with Larry. let your Wordpress Blog site be hosted and owned by the dealership as a stand alone site with links pointing back to various other online properties that the dealership owns.