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|Brian Pasch is the CEO of PCG Digital Marketing which assists growing businesses develop and implement a digital marketing strategy.|
Education Must Be Included In Your 2011 Marketing Budget
Of ALL the line items in a small business budget, nothing is more out of balance than the funding allocated to staff education.
As more dollars are allocated to digital marketing, social media, pay-per-click advertising, mobile websites, and location based media business principals have been slow to increase spending for staff education.
Most of latest marketing strategies are NOT in a text book and thus education is best transferred in a live setting. Second best would be an online university curriculum but things are changing so fast, it is hard to keep up.
In the automotive industry, car dealers can be spending $3,000, $5,000, or $10,000 a month of Google Adwords but not know how to inspect their campaign setups. Dealers hire companies to drive traffic to their websites but have not created the processes to benchmark and measure those efforts. As dealers engage in social media, have their staff been educated and advised on the best practices for success?
In the past two months Google has made a number of significant changes that impact search and social media and yet I speak with many eCommerce directors that can't attend NADA or targeted workshops (listed below) because lack of funding and vision from their executive team.
In January and February car dealers have the opportunity to attend three events that will help sharpen their 2011 Digital Marketing Strategies. Compared with the monthly spending on marketing and advertising, the cost of the educational programs, that can help manage these recurring investments better, is well.....priceless.
Here are three upcoming events to consider:
- Internet Battle Plan - January 18-20, 2011 in Atlanta Georgia organized by Jim Ziegler
- Digital Marketing Strategies Conference - February 1-3, 2011 in the Napa Valley organized by PCG Digital Marketing
- NADA Convention - February 4-7, 2011 in San Francisco.
I encourage all Dealer Principals, General Managers, General Sales Managers, eCommerce Directors, and leaders in every dealership to make a commitment to expand your knowledge of digital and social marketing in 2011.
I firmly believe that leadership starts at the TOP of any organization. Dealer Principals and General Managers that don't keep up with the changes in automotive marketing and communication channels will not be able to LEAD their organizations in an increasingly competitive industry.
Well educated dealerships learn how to measure and inspect their vendor platforms and strategies. Well educated dealerships are more competitive. Online, the first to act are rewarded! Where do you stand?
What does your 2011 budget for staff education look like? Add up all your marketing and advertising dollars over the course of a year. How does your education budget stack up against that investment?
Brian Pasch, CEO
PCG Digital Marketing
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