Perhaps the most valuable lesson from October’s Driving Sales Executive Summit is the fact that our business culture is shifting so dramatically. Everything is now online and consumers are spending the majority of their shopping time on the internet. Businesses that move with the culture shift and embrace the new, will thrive, those that don’t will lose.

Multiple speakers at the event talked about the need to change the way we advertise, change the way we communicate, and change the way we sell cars. You might not believe it, but many consumers are abandoning their computer use for smart phone use. Having your website be “mobile friendly” will be essential quickly. We are watching an artificial intelligence company called “AVA” double and triple the number of internet leads that dealers convert to car sales (see article on page nine). Dealers using the technology are astounded at how it saves their lost leads.

Most of the dealers who left the Driving Sales event were buzzing with information they planned to implement at their dealership. Some information was so valuable it will allow the attendees to return to their market and dominate their competitors online (maybe you).

The next really valuable learning opportunities are approaching quickly. In early February, 2012, there are two events, back to back, in Las Vegas. February 1-3 the Digital Marketing Strategies Conference (DMSC) takes place at the Monte Carlo Hotel. Then, immediately after, on February 3-6 is the NADA/ATD Convention and Expo at the Las Vegas Convention Center. I suggest you plan to leave on January 31, attend the DMSC Feb. 1-3 (Weds-Fri) and stay through the weekend for NADA, returning home on Monday, Feb. 6.

Before you go, if you want to really understand why you need to learn digital marketing, download the free Google book, Zero Moment of Truth by visiting www.ZeroMomentOfTruth.com. It is only about 75 pages and will change how you look at advertising your dealership.

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