This is a short transcript excerpt from a May 5, 2024 YouTube interview where Ben discusses emerging digital-marketing opportunities. He argues that traditional paid search (Google) is becoming less ROI-positive due to platform-driven changes, and outlines a "social CRM" strategy to grow cross-platform followings (Facebook → Instagram → YouTube → TikTok) and deliver unified customer communications.
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What's a big opportunity that you're excited about, emerging opportunity or you guys have been doing over the last year or the last few months, that's really starting to gain traction that just excites you that you want to go all in on.
So everything that dealers used to do in terms of where they would get great returns is becoming less ROI positive. Right? Like, Google used to be the best place you could spend your money. It's still the best place, but there's a lot that's happening with performance max campaigns. Cover your campaigns with all these things that are just making it less and less effective and more and more beneficial to Google, and they're owning more and more of those dollars. So something that excites me is building what we're calling our social CRM. How do we get as many of our customers to follow us on Facebook? How do we get as many of our Facebook followers to follow us on Instagram? How do we get as many of our Instagram followers to follow us on YouTube? How do we get as many of our YouTube followers to follow us on TikTok? And how do we build a platform that delivers communication to customers wherever they're at in a unified and singular way? So we've been amplifying and increasing our production costs and our activation media cost, whatever you want to call it.
