We are in a new era; one in which dealers make most of their money on the service side and not in new vehicle sales. Yet, as an industry we still spend far more money marketing the sales side of the business, and on conquest marketing, than we do on service marketing and customer retention.

Some dealers justify this by saying that sales drives service…

So much of the conversation in automotive marketing today is focused on how to leverage technology and data to precisely target consumers. While this is important, it’s just as important to remember that creative still matters.

After all, you can serve up the exact right message to the right person at the right time, but without a…