The list of skills that every dealership marketer needs to succeed continues to grow and evolve. It’s true now and will continue to be true throughout 2025.
Every dealer should make deliberate decisions about their marketing and advertising strategy but the complexity is leaving many wondering which way to turn…and how to allocate their valuable resources. In-house dealership marketing managers must regularly assess what’s working/not working and transition to new strategies when it’s time.
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Retail automotive market growth and sales.
Based on Cox Automotive’s forecast for 2025, several key trends are expected to impact dealerships:
- New-vehicle sales are projected to reach 16.3 million units in 2025, a 3% increase from 20244.
- Used-vehicle sales are expected to grow by 1% to 37.8 million units, with retail used sales reaching 20.1 million25.
- The certified pre-owned (CPO) market is predicted to struggle due to insufficient inventory, with sales expected to drop 1.6% to 2.5 million units.
Consumer behavior and satisfaction.
- Customer satisfaction with the new-vehicle buying process is at an all-time high, with 75% of buyers being “highly satisfied.”
- 72% of new-vehicle buyers rated their dealership experience as “better than expected.”
- The omnichannel approach is gaining popularity, with 43% of recent car buyers using a combination of online and in-store shopping experiences.
Dealership marketers face several key challenges in 2025.
Car buyers now engage across increasingly fragmented channels, which spells trouble for even experienced dealership marketers. Whether marketing efforts are handled in-house or outsourced, staying up-to-date with the best strategies for targeting car buyers requires expertise—not something for novices.
A dealership’s reputation is always on display, both online and offline, and plays a crucial role throughout the consumer’s shopping journey. Successful marketers must have the skills to map this journey and strategically deliver the right content at the right time to engage potential buyers effectively.
Today’s dealers have more marketing options than ever.
The number of tools and apps designed for retailers has skyrocketed. From digital retail solutions to automation and social media management to customer relationship management (CRM) and analytics and even AI, the increasing amount of information and capabilities is powerful.
But with power and rapid changes in marketing trends, comes complexity and uncertainty in knowing which methods and tools are effective and deliver results.
Additionally, with rapid change in technology, it can be challenging for dealership marketers to gain in-depth knowledge about the latest marketing trends and understand which tactics work best for their organization.
The evolution of the dealership marketing manager.
“Can it be that it was all so simple then…”
Looking back, there was a time when the “Internet Manager” often doubled as the “Marketing Manager.” For some dealerships, this remains true even today. Back then, the simplicity was comforting—one person wearing multiple hats, managing a small handful of tasks.
But times have changed. In today’s complex landscape, having a dedicated Marketing Manager isn’t a luxury; it’s the bare minimum your organization needs to remain competitive.
The modern dealership marketer navigates a maze of responsibilities: digital advertising, email campaigns, search engine optimization (including local search and Google Business Profiles), social media, content strategy, content creation, and digital ad platforms like Google and Facebook. Each of these areas demands specialized knowledge and constant adaptation to ever-changing tools and algorithms. For many, keeping up is a daunting challenge.
Traditionally, dealerships excelled at promotional strategies like print ads, radio spots, and TV commercials. Those skills were once the gold standard—but today, they don’t even qualify as the baseline. The digital world demands a new level of expertise.
Gone are the days when you could simply “figure it out as you go.” Attempting to do so now risks more than just ineffective campaigns; it could harm your dealership’s reputation and future revenue. To thrive in this environment, dealerships must embrace specialization, invest in the right talent, and adapt to the complexities of modern marketing.
It’s very difficult now to achieve good outcomes without a specialized group of skills.
In this new era, the evolution of the dealership marketing manager isn’t just a necessity—it’s a key driver of success.
Dealership marketers now need superpowers.
In 2025, dealerships face yet another pivot to keep up with ever-changing customer expectations. Success now depends on rethinking marketing strategies and building teams with superhero-level skills. From mastering SEO to crafting viral TikToks and decoding data analytics, the modern marketer must juggle a dizzying array of responsibilities. Add social media fluency, AI collaboration, and expert crisis management to the mix, and it’s clear the days of “figuring it out as you go” are long gone.
10 Skills Every Dealership Marketer Must Have in 2025
As customer expectations continue to evolve, dealerships must adapt once again to stay top of mind. This includes rethinking not only their marketing strategies but also how their marketing departments are structured and staffed.
Today’s dealership marketers must navigate a labyrinth of platforms, create engaging content, and deliver results across channels—all while staying ahead of evolving trends. In 2025, the ability to innovate and adapt isn’t just a competitive advantage; it’s the key to survival.
To succeed in 2025 and beyond, dealership marketers must possess a diverse set of skills. Here’s a list of essential competencies every dealership marketer needs to not only survive but thrive in this rapidly changing landscape.
1. Website Design and User Experience (UX)
Your website is your digital storefront and often the first interaction customers have with your dealership. A strong website should showcase your inventory, encourage inquiries, and make appointments easy to book. Marketers must ensure the site is fast, user-friendly, secure, and optimized for search engines. It should also answer buyers’ questions and seamlessly guide them toward the next step in their journey. A solid grasp of website design and UX principles is now a baseline requirement.
2. Advanced Writing and AI-Supported Copywriting
Exceptional writing is vital in automotive marketing, from creating engaging website content to crafting effective social media posts, emails, ads, and video scripts. Equally important is understanding search engine optimization (SEO) to ensure visibility. In 2025, mastering AI tools like ChatGPT for content creation is a game-changer. Marketers who learn to write effective AI prompts can save time and elevate the quality of their copy.
3. Strategy Deployment and Goal Setting
Successful marketing starts with clear goals and a well-thought-out strategy. Without it, even significant ad spends can yield disappointing results. Dealership marketers must take the lead in mapping out strategies, using data to define clear objectives and metrics.
A large auto group contacted me recently with an urgent challenge. They had been bootstrapping their efforts and getting poor results. It was clear that a digital marketing strategy was sorely needed. Why? It saves a lot of time and money! They had tried Google and Facebook ads but said, “Because we didn’t have a strategy, we didn’t really know what to expect. In the end, we spent a lot and got very little.”
Many dealership marketers jump to tactics first. Some simply acquiesce to the boss’ demands, (“Get me more sales!”) and rarely inject their own expertise to uncover the specific metrics to achieve success.
Always map out a strategy for your business, marketing or anything else. Just like GPS on your phone, you need to know where you’re going and the best route to get there, in order to arrive at your destination on time and in great shape.
4. Data Analysis and Reporting
With the abundance of data generated by digital marketing, the ability to analyze and interpret it is crucial. Marketers need to turn metrics like clicks, inquiries, and conversions into actionable insights that guide decision-making. Creative campaigns are essential, but without data analysis, their effectiveness remains unknown.
When hiring or promoting an in-house marketer, dealers and GMs must look for candidates who demonstrate a balanced skill set—combining creativity with strong data analysis capabilities. This mix ensures they can craft compelling campaigns while effectively measuring and optimizing their performance.
5. Social Media Expertise
Social media has grown up, graduated college, got married, had kids and is staring down the barrel at middle age.
As a vital component of dealership marketing, dealership marketers must understand each social media platform’s nuances, create compelling stories, and manage community engagement.
The rise in toxicity and polarizing interactions on Twitter has driven users to explore alternative social platforms that prioritize healthier, more constructive online communities. This migration has spurred the emergence of innovative platforms offering unique features, moderated environments, and niche focuses to meet the evolving needs of digital users.
6. Adaptability
The digital landscape evolves rapidly and often. Trends shift rapidly, customer behaviors evolve, and unexpected challenges arise. For dealership marketers, the ability to pivot and adapt is the ultimate competitive edge.
While it’s impossible to predict every future twist and turn, setting up a marketing strategy that prioritizes flexibility can make all the difference. By building adaptability into your plans from the start, you’ll be better prepared to respond effectively to changes and seize new opportunities.
Navigating the digital-first world we live in can be treacherous. Embrace the discomfort of trying new strategies and approaches to attract and engage customers. Staying flexible and open to change isn’t just a survival tactic—it’s the key to thriving in an ever-evolving marketplace.
7. Video Production
Video has cemented itself as a cornerstone of dealership marketing. From managers to the marketing team and sales staff, creating high-quality video content is no longer optional—it’s a best practice for connecting with customers.
Engaging, informative videos resonate with audiences and build trust. For inspiration, look no further than my friend Tim Bartz at Long McArthur Ford, whose YouTube channel boasts over 68,000 subscribers.—a testament to the impact of strategic video marketing.
Quick Tips for Professional Video Quality
Before you dive into filming, spend a moment testing your setup. A quick 30-second test video can help ensure optimal sound and lighting. These simple tweaks make a big difference:
- Lighting: Outdoor shoots are great, but always position the sun behind you for a well-lit subject. Cloudy days provide even lighting, though avoid overly dark skies.
- Sound: Poor audio can ruin even the most authentic video. Invest in a quality microphone, like a Blue Snowball or Yeti for desktop setups. For mobile shooting, compact microphones for iPhones and Android devices are game-changers for on-the-go recording.
Essential Video Production Considerations
To produce videos that captivate your audience, focus on these key elements:
- Composition: Does everything in the frame look balanced and intentional?
- Subject Matter: What message do you want viewers to take away?
- Background: Ensure the set complements your subject without distractions.
- Stability: If using a phone, a tripod or stand is a must for steady footage.
- Length: Keep videos concise and engaging; attention spans are short.
- Script: Jot down key points or use a full script if it helps you stay on track.
With a little planning and the right tools, dealership marketers can leverage the power of video to engage customers, showcase inventory, and drive sales like never before.
8. Marketing Automation Proficiency
Automation tools streamline marketing efforts by simplifying repetitive tasks and optimizing campaigns on multiple channels. From digital retailing solutions to advanced analytics, leveraging these tools is essential for scaling operations and maintaining efficiency in today’s fast-paced environment.
The marketing automation industry grows exponentially each year. As marketing automation tools continue to improve and multiply, it won’t get any easier to navigate in 2024. Shrewd marketers command the use of specific tools while also investigating and re-evaluating to discover new and enhanced solutions.
9. Decisiveness in Customer Interaction
Humans are predictably irrational, readily sidetracked and constantly making decisions. And the more decisions we make in a given day, the worse we get at it.
Decisiveness is a cornerstone of great marketing and effective leadership.
In today’s marketing landscape, success isn’t just about what you put out to attract customers—it’s about how you respond when they engage with your content. Many retailers still maintain a barrier between themselves and their audience, a holdover from the days when advertising was purely a one-way broadcast. Back then, there was no need for strategies that foster direct engagement or delight customers online. However, dealership marketers who take decisive steps to break down this barrier are setting themselves up for long-term success.
Connecting with customers on a human level is the key to winning in 2025. Doing so requires decisiveness in every interaction, often demanding quick thinking, confidence, patience, empathy, gratitude, and courage. These traits not only enhance decision-making but they foster stronger relationships with car buyers, leading to greater engagement and happier customers.
And speaking of empathy…
10. Empathy
Putting yourself in your customers’ shoes and seeing things from their perspective helps a great deal with understanding customer needs, creating meaningful marketing, and ultimately satisfying their queries enough to get them to act.
Empathy is also the key to outstanding customer experience. As social media has become more integrated with how we communicate, and how your customers prefer to communicate with you, retailers and dealership marketers must develop protocols to be able to successfully address customers’ needs and inquiries.
In tense crisis situations, such as comments sections or online reviews, where there’s an audience watching, a dealership marketer may not always be able to deliver a solution but she/he can always deliver empathy.
Empathy is feeling with people.
When you put yourself in your audience’s shoes, it becomes easier to acknowledge struggles and think critically about the best solutions.
How Ready Are You for Marketing in 2025?
The skills required of dealership marketers have never been more varied or demanding. To navigate the complexities of today—and prepare for what lies ahead—marketers must continuously elevate their skill sets.
Selling vehicles is challenging right now, but it’s not the first time the industry has faced tough conditions. Staying competitive and maintaining market leadership will require strategic adjustments to past approaches. Ensure your marketing team is equipped with the expertise needed to deliver on your organization’s vision and achieve its goals.
I consult with organizations to vastly improve their automotive digital retail, including operations and financials. If this sounds like something that would help your organization, please Contact me and I’ll be in touch within 24 hours.