It’s an exciting time in digital history. Automotive marketers are finally catching on to the critical importance of attribution – AND more importantly, the associated consequences if accurate attribution is not accomplished. Maybe it’s something about the hot summer air. Or maybe digital leaders are just coming to their senses. Or maybe dealerships are just plain tired of spending thousands or even millions of dollars on advertising with not much to show for it at the end of the month. I hear this from Dealer Principals over and over as I speak at different events across the country. Most likely, it’s a combination of factors. But regardless of how or why, an attribution miracle is taking place as we speak in our industry.
I always say the most successful marketers are the ones that look for problems and inefficiencies and implement new ways of thinking to solve them. There are those that follow, blend, and eventually fade, and then there are those that inspire change for the better. Einstein measured human intelligence solely by a person’s ability to change. There has been a trend in our industry that has gained a more than significant following. The time has come to take a step back, reevaluate, and make a change that will eradicate wasted ad spend.