Let’s have a little fun with this. It’s April Fools’ Day, which feels like the perfect time to ask a serious question: Where should dealers actually be spending their advertising budget right now? If your answer is some version of “what worked last month” or “I have no clue,” you’re not alone. You’re also not […]
Read MoreDec 4, 2025
Dealers, do you want to reach every shopper, not just the ones willing to buy? In the first episode of Modern Automotive Marketing, we learn the importance of true omnichannel, full-funnel, modern automotive marketing in today’s modern landscape and why dealerships can no longer rely solely on Google and Facebook for sales. Host Jason Harris and Justin Friend, VP of Sales at Proficy Digital, discuss how modern buyers finish almost 90% of their research before submitting a lead. Dealers who target only bottom shoppers are fighting over the same 3% while ignoring the 97% of buyers who are still investigating, learning, and forming opinions about brands.
Justin describes how Proficy Digital employs a predictive, AI-driven model that delivers customized content across platforms like Amazon, TikTok, streaming services, and more, eliminating wasteful spending and making real-time budget adjustments. This episode highlights opportunities and issues for dealers where they can grow retention and profit. By adopting these modern, full-funnel strategies, dealers can secure an incremental market share.
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