AutoJournal November 2017
The November 2017 issue of AutoJournal is now available online. You can flip through it here, but first, a few words from the Editor in chief of AutoJournal, Jack Kazmierski.
Keep Your Eyes on the Digital Prize
Most people would agree that you can’t do business today without the Internet. Whether hiring new staff, marketing your products and services, dealing with suppliers or selling customers on your brand, you won’t go far if you don’t have an Internet presence.
The problem is, everything online is changing so quickly, once you understand what’s going on, it changes. Once you understand where the goal posts are, someone moves them.
No spare time
As a dealer you’re an expert in buying, selling and servicing vehicles. That’s what you spend your time on, leaving very little “spare” time to try to figure out the ins and outs of the digital world that’s now a big part of the auto industry… and everything else, for that matter.
So if you’re like most dealers, you hire expert help to take care of anything that has to do with the Internet. Whether designing a website, booking service department customers, or mastering social media platforms, you’ve either got someone in-house who understands the technology and can help you navigate the digital waters, or you hire an outside firm to take care of things.
But if you’re not an expert in all things digital, how can you be sure they know what they’re doing? How do you know you’re getting your money’s worth? And how do you know that everything they’re building won’t fall apart the moment you hire someone else to do the job?
We thought this question was important enough to consider, so we dedicated a couple of pages to it in this issue of AutoJournal. Look for the article on pages 8 & 9.
Scratching the surface
Of course, there’s much more to the online world, which is why we’ve tried to pack this entire issue with as much digital insight and advice as possible… and yet we still feel like we’re just scratching the surface.
The fact is, the digital world is so vast and so complex that none of us can afford to rest on our laurels, or feel as though we finally understand it. There’s always a new trend, a new app, a new way of attracting customers. You might have things figured out today, but tomorrow’s customers will want something else.
It’s every businessperson’s job to stay on top of all these changes, and to keep abreast of emerging trends and technologies. Besides feeding your minds with publications like this one, I hope you take the time to attend some of the many conferences here in Canada and abroad that discuss the digital world.
It’s the only way to try to stay ahead of the digital curve, and to keep your eye on those ever-shifting goal posts.