--- title: Blog (5) description: (5) --- [![GSM_Logo_No Tagline](https://blog.gsmarketing.com/hubfs/GSM_Logo_No%20Tagline.png) ![GSM_Lockup_Vertical_White-01](https://blog.gsmarketing.com/hubfs/Logos/GSM_Lockup_Vertical_White-01.png) ![GSM_Logo_No Tagline](https://blog.gsmarketing.com/hubfs/GSM_Logo_No%20Tagline.png) ](https://www.gsmarketing.com) [![Contact Us](https://no-cache.hubspot.com/cta/default/4009182/5d8e5119-2b88-45b2-8a83-c34cb991a098.png)](https://cta-redirect.hubspot.com/cta/redirect/4009182/5d8e5119-2b88-45b2-8a83-c34cb991a098) #### Digital #### Direct #### Data ### Resources With over 30 years of industry experience, we want to share effective marketing practices and actionable insights for your business. #### Case Studies Read our case studies to see how we have helped our partners. [![Read them here](https://no-cache.hubspot.com/cta/default/4009182/9fe7930d-37dc-4051-9135-1df85a3f024d.png)](https://cta-redirect.hubspot.com/cta/redirect/4009182/9fe7930d-37dc-4051-9135-1df85a3f024d) #### Marketing Guides Browse through our selection of marketing guides. [![See our Guides](https://no-cache.hubspot.com/cta/default/4009182/2d5bbefb-fe9f-40a2-8810-aef08b609c63.png)](https://cta-redirect.hubspot.com/cta/redirect/4009182/2d5bbefb-fe9f-40a2-8810-aef08b609c63) #### Blog GSM's blog shares the latest industry insights and marketing trends. [![Read Our Blog](https://no-cache.hubspot.com/cta/default/4009182/a79916f1-fcd2-4e64-89ab-3affc35ae0f9.png)](https://cta-redirect.hubspot.com/cta/redirect/4009182/a79916f1-fcd2-4e64-89ab-3affc35ae0f9) #### Videos Watch some of our marketing tip videos to gain some valuable insight. [![Watch Our Videos](https://no-cache.hubspot.com/cta/default/4009182/a6bf7b2a-24b6-4602-93c2-53411f62e13b.png)](https://cta-redirect.hubspot.com/cta/redirect/4009182/a6bf7b2a-24b6-4602-93c2-53411f62e13b) #### Company #### Partnership #### Careers ## Blog ###### 3 min read ## [The Importance of Volunteerism in the Workplace](https://blog.gsmarketing.com/blog/the-importance-of-volunteerism-in-the-workplace) By [GSM](https://blog.gsmarketing.com/blog/author/gsm) on 2/3/20 10:19 AM [![](https://blog.gsmarketing.com/hubfs/Blog-Volunteerism_Pulse-01.jpg) ](https://blog.gsmarketing.com/blog/the-importance-of-volunteerism-in-the-workplace) GSM’s culture revolves around family and giving back to the community. In fact, Family is one of our core values and we apply this mindset to our daily interactions with each other and with others outside of the organization. Topics: [Best Practices](https://blog.gsmarketing.com/blog/topic/best-practices) [GSM Culture](https://blog.gsmarketing.com/blog/topic/gsm-culture) [Continue Reading](https://blog.gsmarketing.com/blog/the-importance-of-volunteerism-in-the-workplace) ###### 3 min read ## [Why you should hire people outside of your industry](https://blog.gsmarketing.com/blog/why-you-should-hire-people-outside-of-your-industry) By [GSM](https://blog.gsmarketing.com/blog/author/gsm) on 1/28/20 1:47 PM [![](https://blog.gsmarketing.com/hubfs/interview_articleheader-01.jpg) ](https://blog.gsmarketing.com/blog/why-you-should-hire-people-outside-of-your-industry) ## Companies commonly hire for traditional diversity, but diversity of experience and thought are also important for success. When they hear the term "diversity," most people think of gender or race – an understandable tendency, given the importance of both elements. Meanwhile, concepts like diversity of experience and diversity of industry are largely forgotten.  Companies often ignore the need to recruit individuals who might come in and change the way they operate simply because they want to preserve the status quo. But organizations cannot grow unless they bring in diverse viewpoints that promote innovation, bring in fresh perspectives, and improve decision-making. Business leaders must think differently about how they fill gaps in their companies, particularly because [research from the ManpowerGroup](https://go.manpowergroup.com/hubfs/TalentShortage%202018%20(Global)%20Assets/PDFs/MG_TalentShortage2018_lo%206_25_18_FINAL.pdf?hsLang=en) suggests 45% of employers can't find employees with the necessary skills.  The world is always evolving, and a workforce that encompasses all aspects of diversity is what sets the most successful companies apart.  ## **Skills to pay the bills** When there's an opening on a team, it's common for most candidates to have the skills necessary for the job. If all things are equal, hiring managers default to whichever candidate has the most relevant industry knowledge and experience. After all, they might reason, that's the kind of thing you simply can't teach.  Wrong.  It's often more valuable to consider candidates who have innate and transferable skills learned over time, such as leadership, being an agent of change, having a passion for learning new things and being a quick learner. It's relatively easy to teach a stellar candidate the industry knowledge he or she needs to function in a role. It's far more challenging – and takes a lot longer – to bring someone on board who has industry experience but lacks the innate leadership skills necessary to drive change.  People who are new to an industry aren't as likely to feel constrained by the standard practices to which everyone else adheres. They'll apply the lessons learned in their previous positions to their new sector, which can lead to surprising and impressive results. These candidates view everything from a fresh perspective and ask challenging questions to seek an understanding, which enables them to serve as catalysts for change. Industry disruption doesn't often come from within — it comes from outsiders who see a new way of tackling longstanding problems.  Granted, there are some potential downsides to hiring someone from a completely different industry. The learning curve can be longer, for instance. A smooth and well-planned onboarding process can overcome this hurdle, enabling new hires to make connections and soak up critical industry information.  It can also be more challenging to maintain long-term engagement. Once the initial thrill and novelty of a new industry wear off, some individuals lose interest in learning or stop seeking out opportunities to apply their diverse experiences in different ways.  It's also quite possible that existing employees will resent outsiders coming in and saying they're doing things wrong. Longtime employees may become more resistant to change, or they may shun newcomers and marginalize their ideas. It's important that current team members understand newcomers are not threats and that change isn't indicative of failure on anyone's part.  ## **How to hire (successfully) outside your industry** Interested in going beyond your comfort zone and hiring people outside your industry? The following tips can get you started. To read our tips on hiring the best candidates outside of your industry, please view the complete article on [Business.com: Why You Should Hire People From Outside Your Industry](https://www.business.com/articles/hiring-outside-your-industry/) Topics: [Best Practices](https://blog.gsmarketing.com/blog/topic/best-practices) [GSM Culture](https://blog.gsmarketing.com/blog/topic/gsm-culture) [Continue Reading](https://blog.gsmarketing.com/blog/why-you-should-hire-people-outside-of-your-industry) ###### 5 min read ## [Paid Search Extensions that Grow Clicks and Conversions](https://blog.gsmarketing.com/blog/paid-search-extensions-that-grow-clicks-and-conversions) By [GSM](https://blog.gsmarketing.com/blog/author/gsm) on 1/27/20 2:31 PM [![](https://blog.gsmarketing.com/hubfs/Stock%20images/Double%20exposure%20of%20business%20man%20hand%20working%20on%20blank%20screen%20laptop%20computer%20on%20wooden%20desk%20as%20concept%20with%20social%20media%20diagram.jpeg) ](https://blog.gsmarketing.com/blog/paid-search-extensions-that-grow-clicks-and-conversions) Paid Search ads are basically sophisticated text ads that are triggered based on a user’s search query. While traditional Paid Search does not enlist flashy images, gifs, video, or audio to help grab viewers’ attention, there *are* ad extensions. With the help of Google, ad extensions play a key role in capturing attention and driving performance. Topics: [Digital](https://blog.gsmarketing.com/blog/topic/digital) [Paid Search](https://blog.gsmarketing.com/blog/topic/paid-search) [Continue Reading](https://blog.gsmarketing.com/blog/paid-search-extensions-that-grow-clicks-and-conversions) ###### 3 min read ## [Why dealers need a mobile-first digital strategy](https://blog.gsmarketing.com/blog/mobilizing-the-customer-journey) By [GSM](https://blog.gsmarketing.com/blog/author/gsm) on 1/20/20 12:55 PM [![](https://blog.gsmarketing.com/hubfs/Blog%20-%20mobile-digital-01.jpg) ](https://blog.gsmarketing.com/blog/mobilizing-the-customer-journey) Look around your dealership. What are your customers doing? Presumably, the majority of them are glued to their phones – checking social media, browsing the internet, or reading the news. Some may even be sending out a quick text or ending a call while still in the service drive. As a matter of fact, 53% of the customers at your dealership are comparing prices for vehicles at other dealerships, and 40% are finding prices for your vehicles on their smartphones1. Not to mention, 25% of all automotive searches are parts, service, and maintenance related2. What does this mean? It means dealers need a strong **mobile and digital strategy** to show up for parts, service, and new car searches.**** Topics: [Best Practices](https://blog.gsmarketing.com/blog/topic/best-practices) [Mobile](https://blog.gsmarketing.com/blog/topic/mobile) [Digital](https://blog.gsmarketing.com/blog/topic/digital) [Continue Reading](https://blog.gsmarketing.com/blog/mobilizing-the-customer-journey) ###### 2 min read ## [5 Ways to Increase Digital Ad Engagement](https://blog.gsmarketing.com/blog/5-ways-to-increase-digital-ad-engagement) By [GSM](https://blog.gsmarketing.com/blog/author/gsm) on 1/15/20 3:22 PM [![](https://blog.gsmarketing.com/hubfs/Blog%20-%20DIgitalHeader.jpg) ](https://blog.gsmarketing.com/blog/5-ways-to-increase-digital-ad-engagement) Digital ads are everywhere, but how often do we engage with them? Figuring out how to increase digital ad engagement is the key to generating qualified leads without wasting money on dead end clicks. While digital ad styles continue to change, here are five current ways to increase digital ad engagement: Topics: [Best Practices](https://blog.gsmarketing.com/blog/topic/best-practices) [Social](https://blog.gsmarketing.com/blog/topic/social) [Digital](https://blog.gsmarketing.com/blog/topic/digital) [Display Advertising](https://blog.gsmarketing.com/blog/topic/display-advertising) [Continue Reading](https://blog.gsmarketing.com/blog/5-ways-to-increase-digital-ad-engagement) ###### 3 min read ## [How Direct Mail Remains Effective in The Digital Age](https://blog.gsmarketing.com/blog/how-direct-mail-remains-effective-in-the-digital-age) By [GSM](https://blog.gsmarketing.com/blog/author/gsm) on 1/9/20 2:11 PM [![](https://blog.gsmarketing.com/hubfs/Stock%20images/mailbox-2462122_1920.jpg) ](https://blog.gsmarketing.com/blog/how-direct-mail-remains-effective-in-the-digital-age) You’ve heard it time and time again: [direct mail](https://www.gsmarketing.com/direct-mail) is dead. But as much as the recent technological advances may make you think no one reads snail mail anymore, the reality is that direct mail marketing is still incredibly effective.  Topics: [Direct Marketing](https://blog.gsmarketing.com/blog/topic/direct-marketing) [Direct Mail](https://blog.gsmarketing.com/blog/topic/direct-mail) [Continue Reading](https://blog.gsmarketing.com/blog/how-direct-mail-remains-effective-in-the-digital-age) ###### 7 min read ## [The Top Five Marketing Trends of 2019 - What Worked and What Didn't](https://blog.gsmarketing.com/blog/the-top-five-marketing-trends-of-2019-what-worked-and-what-didnt) By [GSM](https://blog.gsmarketing.com/blog/author/gsm) on 1/6/20 3:20 PM [![](https://blog.gsmarketing.com/hubfs/Blog%20Images/Blog%20-%202019LookBack-01.jpg) ](https://blog.gsmarketing.com/blog/the-top-five-marketing-trends-of-2019-what-worked-and-what-didnt) A 2019 Marketing 'Look Back' Topics: [Best Practices](https://blog.gsmarketing.com/blog/topic/best-practices) [Social](https://blog.gsmarketing.com/blog/topic/social) [Data](https://blog.gsmarketing.com/blog/topic/data) [Digital](https://blog.gsmarketing.com/blog/topic/digital) [Continue Reading](https://blog.gsmarketing.com/blog/the-top-five-marketing-trends-of-2019-what-worked-and-what-didnt) ###### 4 min read ## [Why New Doesn't Always Mean Better for Auto Industry Marketers](https://blog.gsmarketing.com/blog/why-new-doesnt-always-mean-better-for-auto-industry-marketers) By [GSM](https://blog.gsmarketing.com/blog/author/gsm) on 12/12/19 10:51 AM [![](https://blog.gsmarketing.com/hubfs/Blog-%20NewvTrad_ICO-01.jpg) ](https://blog.gsmarketing.com/blog/why-new-doesnt-always-mean-better-for-auto-industry-marketers) Global advertising spend is expected to exceed [half a trillion dollars](https://www.marketingcharts.com/advertising-trends/spending-and-spenders-107665) for the fourth year in a row, and American brands are once again fueling that growth. The main difference this year is that U.S. companies are expected to spend more on digital advertising than traditional media, with digital predicted to account for [54.2% of total advertising](https://www.emarketer.com/content/us-digital-ad-spending-will-surpass-traditional-in-2019?zd_source=mta&zd_campaign=12740&zd_term=thomaspiani). Topics: [Best Practices](https://blog.gsmarketing.com/blog/topic/best-practices) [Digital](https://blog.gsmarketing.com/blog/topic/digital) [Direct Marketing](https://blog.gsmarketing.com/blog/topic/direct-marketing) [Continue Reading](https://blog.gsmarketing.com/blog/why-new-doesnt-always-mean-better-for-auto-industry-marketers) ###### 4 min read ## [Keeping Customers Coming Back Post-Purchase](https://blog.gsmarketing.com/blog/keeping-customers-coming-back-post-purchase) By [GSM](https://blog.gsmarketing.com/blog/author/gsm) on 11/12/19 10:45 AM [![](https://blog.gsmarketing.com/hubfs/GettyImages-dealer.jpg) ](https://blog.gsmarketing.com/blog/keeping-customers-coming-back-post-purchase) In the aftermath of a big purchase, customers want to feel confident about the value they’re getting. This means they still need service, support, information and more from the dealership. Topics: [Best Practices](https://blog.gsmarketing.com/blog/topic/best-practices) [Social](https://blog.gsmarketing.com/blog/topic/social) [Retention](https://blog.gsmarketing.com/blog/topic/retention) [Lifecycle Marketing](https://blog.gsmarketing.com/blog/topic/lifecycle-marketing) [Front-End Marketing](https://blog.gsmarketing.com/blog/topic/front-end-marketing) [Continue Reading](https://blog.gsmarketing.com/blog/keeping-customers-coming-back-post-purchase) ###### 2 min read ## [[Webinar]: The Biggest Area of Growth for Automotive](https://blog.gsmarketing.com/blog/webinar-the-biggest-area-of-growth-for-automotive) By [GSM](https://blog.gsmarketing.com/blog/author/gsm) on 10/25/19 10:05 AM [![](https://blog.gsmarketing.com/hubfs/WebinarGoogle%20-%20ForSocial-02.jpg) ](https://blog.gsmarketing.com/blog/webinar-the-biggest-area-of-growth-for-automotive) What's 'wrong' with the Paid Search example below? Hint: compare the search query "chevrolet silverado tires" with the search results. Topics: [Best Practices](https://blog.gsmarketing.com/blog/topic/best-practices) [Digital](https://blog.gsmarketing.com/blog/topic/digital) [Paid Search](https://blog.gsmarketing.com/blog/topic/paid-search) [Fixed-Ops Marketing](https://blog.gsmarketing.com/blog/topic/fixed-ops-marketing) [Continue Reading](https://blog.gsmarketing.com/blog/webinar-the-biggest-area-of-growth-for-automotive) [** Prev](https://blog.gsmarketing.com/blog/page/4) [All posts](https://blog.gsmarketing.com/blog/all) [Next ** ](https://blog.gsmarketing.com/blog/page/6) ### Posts by Tag - [Best Practices (51)](https://blog.gsmarketing.com/blog/tag/best-practices) - [Conquest (18)](https://blog.gsmarketing.com/blog/tag/conquest) - [Data (5)](https://blog.gsmarketing.com/blog/tag/data) - [Data Security (2)](https://blog.gsmarketing.com/blog/tag/data-security) - [Digital (39)](https://blog.gsmarketing.com/blog/tag/digital) - [Direct Mail (7)](https://blog.gsmarketing.com/blog/tag/direct-mail) - [Direct Marketing (9)](https://blog.gsmarketing.com/blog/tag/direct-marketing) - [Display Advertising (1)](https://blog.gsmarketing.com/blog/tag/display-advertising) - [Email (5)](https://blog.gsmarketing.com/blog/tag/email) - [Fixed-Ops Marketing (6)](https://blog.gsmarketing.com/blog/tag/fixed-ops-marketing) - [Front-End Marketing (6)](https://blog.gsmarketing.com/blog/tag/front-end-marketing) - [GSM Culture (16)](https://blog.gsmarketing.com/blog/tag/gsm-culture) - [Lifecycle Marketing (11)](https://blog.gsmarketing.com/blog/tag/lifecycle-marketing) - [Mobile (4)](https://blog.gsmarketing.com/blog/tag/mobile) - [Omnichannel (6)](https://blog.gsmarketing.com/blog/tag/omnichannel) - [Paid Search (11)](https://blog.gsmarketing.com/blog/tag/paid-search) - [Recalls (1)](https://blog.gsmarketing.com/blog/tag/recalls) - [Retargeting (5)](https://blog.gsmarketing.com/blog/tag/retargeting) - [Retention (17)](https://blog.gsmarketing.com/blog/tag/retention) - [SEO (2)](https://blog.gsmarketing.com/blog/tag/seo) - [Social (8)](https://blog.gsmarketing.com/blog/tag/social) ### Featured ### Sign up for updates ![](https://blog.gsmarketing.com/hubfs/Logos/WhiteLogo-04.png) We’re an automotive marketing company that helps our clients win with data-driven strategy, technology, and creative—backed by three decades of working with the best brands in the automotive industry. 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