A decade ago we fought through an economic recession that drove an automotive depression. Dealers across the nation refashioned their business models as Internet departments developed into Internet dealerships.

Much time, energy, and teeth-gnashing abounded as old-school met new-school and an industry that can be decades behind in technology (CRM’s anyone?) came crashing into a brave new world of smart phones and instant information.

Back then dealers moved monies from newspaper and magazines into digital very slowly and very cautiously until they realized it worked. Then the monies moved fast and furious as dealers sought to exploit a competitive, albeit temporary, advantage.

I now hear stories of dealers claiming to be “100% digital.” It’s a good sound bite; however, it may miss the mark.

TV, radio and billboards are critical. Good creative matters. Retail messaging and integrated marketing helps consumers to flip the switch from off to on in the buying cycle.

Working with OEM’s and associations to know where Tier 1 and Tier 2 dollars are being spent can help insure that your advertising dollars are either supplementing or complementing those buys and maximizing your ROI-oriented spend for your makes, your models, and your markets.

At the end of the day, 100% digital does not equal 100% coverage.