“Digital marketing” is one of the most talked-about topics in the dealership world. But in 2026, not everything labeled digital actually drives revenue.

Some strategies are evolving. Some are underperforming. Some are quietly costing you sales.

In this fast-paced 40-minute session, we separate fact from fiction and break down what truly works right now — and what needs to change before it impacts your bottom line.

This session tackles two common dealership myths: that running Google and Meta ads is enough, and that automated drip campaigns will solve lead conversion. Brandon Pack explains how buyer search is shifting toward AI-driven discovery, what it means to be “AI-discoverable,” how platforms surface dealerships, and the key digital shifts needed to stay competitive. Brian Croft challenges overreliance on automation, showing how to use CRM data strategically, where AI helps (and doesn’t), and how to improve sales-team proficiency, follow-up efficiency, and conversion predictability in 2026.