Auto dealers eager to boost website conversion and Internet leads are increasingly using dealer chat solutions to engage visitors on dealership websites.  Automotive chat is an effective and proven method for growing the volume of a dealership’s online leads but thesuccess of chat largely depends on specific qualities of the automotive chat vendor and the dealership’s Internet department.

There are a variety of automotive chatsolutions available to dealerships today, but the most important chat decision with which auto dealers are faced is whether to manage chat in-house at the dealership or outsource it to a full-service vendor.  In this blog, we identify the most important things auto dealers need in order to successfully answer chats and manage their own dealer chat solution.

Mindset

First and foremost, auto dealers must put on their customer service hats.  Automotive chat is a communication channel used by website visitors seeking quick answers to questions.  The job of the dealer managing automotive chat in-house is to assist chat participants in their decision-making process while providing personalized service and developing a relationship with them.

Rob Campbell, eCommerce Director at Harnish Auto Family, has been successfully managing his dealership’s automotive chat for over two years.  Rob offers the following advice to auto dealers just starting off with in-house managed chat.  “It took us a little while to get our heads around how to leverage live chat. We realized that chats must be viewed as somewhere between an email lead and phone-up. Chatters are in a different phase of the sales process and taking them very seriously helped us to start closing more sales from chat.”

Rob has been so successful because he went with a vendor that has years of live chat and automotive retail sales experience.  Experienced chat vendors help auto dealers understand the intricacies and best practices of automotive chat conversations.  Vendors without extensive chat or automotive sales expertise will leave you on your own to discover success through trial and error.

Resources

Successfully self-managing automotive chat requires a dedicated staff.  In order to deliver significant results, a team of salespeople must commit to only answering chats.  Multitasking won’t cut it.  Dealership employees handling chats must be solely focused on answering automotive chat requests and moving website visitors forward in the sales process.

You will also need cutting-edge technology.  There are many different variations of automotive chat software on the market, but auto dealers experience the best return on investment if they choose technology specifically designed for automotive dealerships.  Additionally, live chat that comes with real-time business intelligence reporting is a must.  Thedetailed analytics of real-time business intelligence reporting show you website visitor:

• Click paths
• Geo-location
• Keywords

This information helps you understand the specific interests of each website visitor so you can better assist during their online shopping experience and craft a more thorough chat conversation.  Without these analytics, your website visitors control the conversation while you struggle to move them forward in your sales process.

Benchmarks

So, how will you know if you’re doing a good job managing your own dealer chat solution?  Are you getting contact information from online conversations with prospective customers?  Are automotive chat participants annoyed that you’re not answering their questions in a timely manner? How many chats on average do you miss each day?  Are your salesmen following upwith live chat leads with personalized emails?

Your answers to those questions will give you an idea of whether or not you’re achieving success with handling the management of your automotive chat.  The following benchmarks, developed by the most trusted brand in automotive live chat, are best practices off of which you can base your success.

• 6 seconds - The maximum time it should take for sales associates to answer chats
• 80% – The percentage of chat conversations that convert into leads, complete with name, phone number and email address.
• 9 minutes – The average length of each live chat conversation.  Auto dealers must be aware that automotive chat conversations are time consuming.  The time it takes to convert a chat conversation into a lead is more than 4 times that of converting a phone up.

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Feeling confident you have what it takes to manage your own dealer chat solution? Download this new ebook, “7 Reasons Live Chat Fails,” and learn how to avoid the most common causes of automotive chat failure.

Download your free guide today!

Download Your FREE Copy Today!

ActivEngage has found the number one cause of automotive live chat failure is the misconception that simply adding a chat application to a dealership website will produce results.  Last week we released a new ebook to help auto dealers learn how to use automotive live chat correctly and generate more high quality leads than ever before.

The ebook, which outlines the evolution of chat technology as a communication channel and sales engagement tool, presents the seven most common reasons live chat fails for auto dealers.  Additionally, the ebook highlights how smart auto dealers avoid the common pitfalls and use automotive live chat to take their websites to the next level of lead generation.

Seven Reasons Live Chat Fails arms dealers with the knowledge to plan, implement and manage a chat strategy that effectively doubles the volume of leads generated from their dealership websites.

In this powerful 11 page guide, you will learn:

• How to use live chat to create dynamic conversations on your website and stand out from your competitors.
• How to make chat a successful lead generation tool for your dealership.
• Why all invitations to chat are not the same and how some might even reduce your conversion rate.

There is no doubt information presented in this ebook might prompt you to rethink your chat strategy and digital marketing mix.  Do you have the resources to manage your own automotive live chat? Does your chat service come with real-time business intelligent reporting to target prospective customers? Do you or your chat provider have years of chat experience as well as a deep understanding of automotive retail sales?

There is plenty of food for thought here. To start engaging the thousands of visitors who abandon your website each month, grab your free copy of the ebook today!

Which reason surprised you the most? Let us know in a comment below.

Auto dealers know the follow-up process is one of the most critical elements of lead conversion.  This is especially true for leads generated through automotive live chat.  To be successful in this business and build trust with consumers, dealers must follow-up with leads quickly and be precise and specific in their communication.  For leads generated from automotive live chat, the chat transcript holds vital information about the prospect’s desires and how far along he or she is in the conversion funnel.

But, how can auto dealers be specific, personal and build trust in a timely manner?

Understandably, auto dealers hate to email out a price without first talking to someone.  Dealers should simply focus on continuing to build the relationship with the prospective customer that was initiated by the live chat conversation while providing information that move the customer forward in the sales process.

In this blog, we analyze a real-life situation in which a dealer failed to follow-up appropriately with a chat lead.  Then, we discuss appropriate and effective ways to follow-up with chat leads (and all Internet leads) so that they convert into sales and move forward in the sales process.

Below is an example of a failed follow-up process, straight from the chatter’s mouth…er, their fingers.

“Hello. Not too sure if you can answer my question. But how long does it usually take to get the bottom line price on a car? I originally inquired on 1.26.12 and then again yesterday. I have received the same auto reply/generic email thanking me for my interest.

Its okay. I just wanted to know if the manager would take the time to reply or if I should just forget about it and move on.”

Nothing is worse than spamming your leads with robotic, impersonal auto-replies.  Something we stress to our auto dealer clients is to always be personal in your follow-up responses.  As you can see from the last sentence of the chat, this ready-to-buy prospective customer has lost all trust is on the verge of giving up on the dealership.

So dealers, how would you salvage this situation and prevent it from happening in the future?  Here are a few tips:

Send a personal email

A personal touch is all your prospects are looking for.  It doesn’t have to be long – both you and the customer live busy lives – 3 to 5 sentences addressing the situation will salvage the sales process.  Using the phrase, “My online sales assistant let me know you were interested in ______,” can be very effective.  Fill in the blank and take it from there.  Also, don’t forget to include a call to action.  Never end an email with a statement!  Conclude your email with a question to prompt a response.

Follow-up with relevant and specific information

• Confirm special features/options on the vehicle ( something as simple as leather seats or advanced options like Bluetooth)
• Confirm availability (and interior color and condition if it is pre/owned)
• Send a pic of the actual vehicle and offer to send more
• Give a bullet point of what the next steps are in the buying process
• Explain advantage of buying from you
• Remind the prospect of what is needed for the test drive( license, and whatever else they may want)
• Provide info on what services or reconditioning on the pre-owned vehicle has been done

Read what is given to you

Read the chat transcript, form lead or any other consumer insights you have.  Know what the customer wants and give it to them.  It’s that easy!  Remember that the chat conversation has already developed a relationship between your dealership and the prospective customer.  An impersonal auto-response removes the customer entirely from the sales process and ruins your rapport.

By acting as an advocate in the follow-up process, auto dealers can provide consumers with  information and then ask questions to assist them in moving forward through the sales process.  Keep in mind that consumers don’t buy a car every day, week, month or year.  Every “inside” tip you give prospects builds upon the trust already established by the live chat conversation.

Remember, the leads received through automotive live chat are a product of a two-way conversation.  A template email saying thanks for your interest just stalls customers and erodes any trust built during a live chat conversation.

Remember, the leads received through automotive live chat are a product of a two-way conversation.

In addition to these tips, ActivEngage CEO Todd Smith offers additional advice that will not only help ensure auto dealers successfully transform chat conversations into leads, but will help them stand out in the marketplace during the critical follow-up process.

Watch Todd’s video for more ideas:

How do you follow-up with leads?  Have you ever found yourself in a similar situation as the dealer above?  How did you salvage the relationship?

Let us know in a comment below!

The New York Giants denied the New England Patriots a Super Bowl ring again. With this familiar, trivial news out of the way, let’s talk about the important stuff – the commercials.

The Gems

Chrysler – Halftime in America

Just before Madonna’s glamorously stilted halftime show, Chrysler unleashed its own multimillion-dollar baby – Clint Eastwood stars in a gruff, industrial portrait of Detroit rising from the ashes of the auto industry fallout. Despite the melodrama and Americana that are the hallmarks of so many bland auto commercials, Eastwood’s gravelly timbre combined with startlingly authentic emotion left America with the growing encouragement that yes, we do feel lucky, punk.

The takeaway for dealers: optimism sells, and sometimes this means more than having an American flag in your dealership’s logo. Chrysler’s ad is effective because it uplifts the audience, replacing mindless patriotism with an honest look at American hardship and resilience. Despite economic struggles, remember to stay positive – after all, it’s only halftime.

Honda – Matthew’s Day Off

Another movie star makes the difference for an auto manufacturer – Matthew Broderick reprises his role as Ferris Bueller from the 80’s classic film. The proof that this ad was successful is readily available – Honda’s retro ad garnered 18.4 million views before the Super Bowl even began!Honda reached almost as many fans on the web as they did during the game itself, proving that digital marketing is the new king of promotional tools.

The takeaway for dealers: go viral. If you have a great promotion, an entertaining video, or a magnetic personality, the best way to get exposure is to post a video online or start your social media campaign. Follow Honda’s example – make yourself heard!

The Entertaining

Audi – Daylight

If the new Hasbro movie Battleship isn’t evidence enough, the world is running out of original source material. In this spot, Audi hops on the sexy vampire bandwagon, well-travelled by hundreds of brands before it. As vampires party in the woods, one lone bloodsucker shows up in an Audi S7 and inadvertently slays his companions with the car model’s new “daylight” LEDs headlights. Yes, the ad walks on what some would call ‘tired ground,’ but the ad succeeds in entertaining and humorously demonstrating one of Audi’s innovative new features, daylight LED headlights!

The takeaway for dealers: features sell just as well as benefits. The more natural LED lighting is a definite bonus and just might convert skeptical luxury shoppers into an Audi evangelist (especially shoppers that hate the Twilight series).  Dealers should always try to drive your marketing messages towards the competitive advantage of your offerings and these days, the shopper wants as much bang for his buck.

But dealers, get with the times! Vampires are out, zombies are in.

Toyota – It’s Reinvented

The third quarter’s Toyota Camry ad was funny, clever, and entertaining.  Still, some may criticize that the ad has little to do with the Camry and never really explains exactly how it has been ‘reinvented.’  The same goes for Acura’s Seinfeld commercial, which was vaguely about a car but mostly about celebrity one-upsmanship…

The takeaway for dealers: Keep consumers entertained but also be transparent about your product.  It’s true that to sell something today, you have to captivate the consumer’s ever-dwindling attention span.  Yet, if you neglect to tell consumers about your product, they won’t buy it.   Therefore, dealers would be wise to seek a balance between focusing attention on engaging prospects and selling automobiles.  Anything else you provide is window dressing.

The Cute and the Crazy

Volkswagen – The Dog Strikes Back

There is nothing more American than self-esteem issues, and Volkswagen knocks it out of the park with its spot about a fat dog burning calories so it can run alongside the 2012 Beetle. With a cute animal, weight loss, and a James Brown soundtrack, how can you go wrong? Surprisingly, the last few seconds of the spot take an abrupt and random turn, hearkening back to last year’s popular Super Bowl ad featuring the Darth Vader baby.

The takeaway for dealers: Being cute works but it’s best to stick with one idea.  Volkswagen, you had me at cute dog!  Was it necessary to eat up so much screen time reminding me of what you did last year?  Either way, the ad effectively communicated the sentiment of the new beetle as a fun, hip car for healthy people (and dogs).  Selling a lifestyle is something that VW does really well.  So auto dealers, if you sell the lifestyle that comes with the car, you’ll always win.

Chevrolet – 2012

Chevy’s message this year was simple: as the oldest truck manufacturer in the world, its car models can outlast even the inevitable Mayan apocalypse. Battered refugees drive their dusty, dependable Silverados across a city’s ruined hellscape as Barry Manilow’s “Looks Like We Made It” comforts the survivors. The commercial is certainly funny, poignant and a sci fi film enthusiast’s dream, but Chevy might have gone too far by suggesting that those who drove Fords “didn’t make it.” In fact, Ford execs have officially taken offense to the ad.

The takeaway for dealers: lighthearted jabs at the competition are fun but can result in negative consequences (no matter how ridiculous or exaggerated the circumstances). It’s always best to focus on your dealership’s quality of vehicles and service. Remember that your goal is to sell as many vehicles as possible, which doesn’t necessarily mean “destroy the competition.”  Even though Chevy’s comment was hilariously facetious, being negative about competitors (especially with nasty politics polluting the airwaves on a regular basis) does little to build its brand.  It’s always best to stay positive and leave competitors out of the conversation.

As for GM, Global Chief Marketing Officer Joel Ewanick says that “we can wait until the world ends, and if we need to, we will apologize.  In the meantime, people who are really worried about the Mayan calendar coming true should buy a Silverado right away.”

Another takeaway – always maintain a sense of humor and don’t take yourself too seriously 

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What if you could spot engaged and ready-to-buy shoppers as they browse your dealership website in real-time?  How would that transform your Internet Business?

More and more auto dealers are finding automotive live chat to be one of the most valuable assets to their dealership’s Internet business.  Dealers using full service, managed chat solutions tend to experience the largest boost in leads generated from their websites. On the other hand, many dealers believe that their BDC and Sales staff are the most qualified individuals to handle their dealership chat.

Both categories of automotive live chat solutions deliver an increase in website lead generation, yet this increase is primarily achieved as a result of intuitive behavioral targeting by solutions utilizing real-time business intelligence reporting.  In simplified terms, some chat solutions come with supercharged website analytics to deliver you the most high quality leads possible.

Still, chat vendors that lack a deep understanding of retail automotive sales or live chat best practices and trends put their dealership clients at a competitive disadvantage.

A study recently conducted by ActivEngage, the most trusted brand in automotive live chat, analyzed data from more than 4,000,000 chat conversations to understand which specific variables determine the maximum success of live chat technology.

From our findings, we are able to target prospective customers and likely chat participants based on the criteria listed below.

The Average Chat Participant:

• Is a unique website visitor

Unique visitors that land on your site are in the exploratory phase of their purchasing process.  This is your opportunity to make a positive first impression, which is sometimes referred to as the “Zero Moment of Truth (ZMOT).”  Proactive live chat invitations replicate your showroom “meet and greet,” creating the positive first impression your sales team give “ups” at your physical dealership.

You may find it interesting that unique visitors are more likely to engage in a chat conversation than returning visitors.  This trend is due to a unique visitor’s unfamiliarity with your site navigation and content.  Live chat serves as a means of instant communication to assist visitors in finding the information they seek.  At the same time, dealers are able to engage these visitors in an online sales process with the goal of gathering lead information.

• Views an average 5 to 7 Web pages

A visitor that views more than 5 pages on your website can indicate one of two things: anengaged online shopper or a confused online shopper.  In either instance, the visitor is likely to engage in a chat conversation.  Dealers or chat professionals monitoring an automotive shopper’s website activity can step in and provide visitors in this situation the right message at the right moment using customizable proactive chat invitations.

• Stays on the site between 12 and 14 minutes

Visitors that delve deep into your website content for long periods of time are most likely serious online shoppers.  At this point, these shoppers will either submit a form lead because they’ve found what they’re looking for or they will engage in a chat conversation to request more information.

Dealer Takeaway:

Auto dealers using ActivEngage live chat and real-time business intelligence reporting have prospective customers on their dealership websites automatically identified and engaged.  Progressive dealers using this proprietary chat technology achieve double the lead volume generated from their websites than those without chat.

Only ActivEngage offers dealers live chat with real-time business analytic solutions specifically designed to maximize the amount of leads delivered from dealership websites while reducing the overall cost of lead generation for dealerships.

The benefits of automotive live chat for your dealership website’s sales process are pretty clear.  But, have you thought about what automotive live chat can do for your dealership service department?

As you know, your dealership service department is essential to the success of your dealership.  Service centers and/or body shops bring in vital revenue for dealers, often accounting for a majority of a dealership’s profit.  Yet, it is very possible that your service department’s resources are already stretched to the limit, inhibiting the amount of service leads and appointments your dealership is able to generate.

So, how do you improve your ability to capture service leads and set more service appointments?  If you incorporate live, automotive chat into your digital marketing mix, the answer is as simple as adding proactive invites to chat on your service department page.  If chat is something that you have yet to consider, below we first identify some of the common service-related issues your dealership might be facing.  Then, we discuss how full-service, automotive chat can resolve these common issues.

Why dealers should use managed chat for service:

1)      Your service department’s phones are always busy.

Does your dealership’s fixed operations department consistently experience peak times of calls and traffic throughout the day?  Most likely, your phones are ringing off the hooks during morning and mid-day peaks.  What happens to all the potential customers that call when your line is busy and fail to leave a message?  They are, more often than not, taking their business elsewhere!

Automotive chat on your dealership website allows customers searching for your phone number to get in touch with fixed ops as soon as they arrive on your site.  This new channel ofcommunication saves both you, and your customers, time and energy.  Chat will free up your phone lines for appointments to be set with non-Internet shoppers while providing tech-savvy customers a means of instant and hassle-free communication.

2)       Building your R-O (repair order) or service tickets is time-consuming.

How long does it generally take to build your repair order and answer all customer questions over the phone?  Too long?  Imagine what would happen to the efficiency of your fixed ops if you could have all of the information for your service tickets delivered to you without even having to pick up the phone!

Chat gives dealers the ability to get customers’ information ahead of time.  With chat, dealers can find out what the service will entail, get parts requests and ask if the customer if there is anything else that could or should be checked out.  At the same time, the instant communication of live chat discussions lets customers ask and find out about warranty information, how long the repair will take, get an estimate and request a loner vehicle.

Thus, automotive chat can streamline and cumulatively grow your service lead generationprocess in addition to building your repair orders ahead of time.

3)       Your Service Advisors and Managers are super busy, all of the time.

The expertise and management skills of your Service Advisors and Managers are critical to your fixed ops, but they only have time and attention for so many things during a day.  I’m sure both they and your bottom line would appreciate a more efficient lead capturing system.

Chat opens your net wider so you can capture more service opportunities.  Doing so allows your Advisors and Managers to prioritize follow-ups and better manage their time.

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The value of full-service, managed chat for your dealership website offers you additional, high quality leads in order for you and your employees to focus more time and effort on setting appointments and selling and repairing cars.

Generate more leads from your website with ActivEngage, the most trusted brand in Automotive Live Chat!

Click here to learn more!

Let’s say that you’re an auto dealer with a successful social media aspect of your digital marketing campaign – you have tons of Facebook fans, a healthy community that provides feedback and applause, and an online presence that grows every day. But the point of any marketing endeavor is to eventually convert your fans into loyal customers, and you determine that your Facebook page just isn’t bringing in sales –  despite all the positive metrics that indicate otherwise. What went wrong?

Location has a significant impact on automotive dealerships because of the very nature of the business. It is not economically viable to ship a 4,000-pound vehicle across the country, so you depend on sales within your jurisdiction. Therefore, you reach out to local media. When you purchased that billboard space on the interstate, you did it because you knew that drivers in the area would view it. When you filmed that goofy ad and broadcast it on Channel 12, you did it because you knew that all viewers would be local.

Your Facebook page is very different from these media. After all, what good are fans and followers if they will never buy a car from you? This very question keeps auto dealers from utilizing social media platforms and sticking to the tried-and-true marketing methods of the past. However, you are in luck! Facebook has a built-in feature that allows you to deliver relevant content to the regional audience that can most benefit from your messages. This digital marketing strategy is known as geotargeting.

When you update your followers about your promotions using a Facebook status update, explore the Audience button underneath the entry field. From there you can select what regions can view your status, and with a few clicks, you can customize your posts for different cities, states, countries, and languages. So how can you use this to localize your Facebook page?

If you have a lot of Spanish-speaking customers, use the language filter to connect to them and customize their messages in español! If you have a local promotional event, don’t bother your entire following - send invitations to only those in the area! You could even use this functionality to send different messages to different regions and A/B test them by comparing their conversion rates. But, the most effective way for auto dealers to localize their digital marketing efforts is an analytics tool that can report the exact location of all website visitors in real time!

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Need help making your Facebook content relevant to your region? Leave a comment at our blog and our marketing staff can help!

Wikipedia, the sixth most popular site on the entire Internet, went dark yesterday in protest of a proposed Congressional bill – effectively halting any college papers from being written whatsoever. Alongside thousands of sites such as Craigslist, Tumblr, and Reddit, the global encyclopedia asks visitors to take action against the Stop Online Piracy Act, a piece of legislation that threatens to give the U.S. government the ability to block access to infringing domain names. This means that corporations can sue websites for user-posted content, potentially crippling start-ups and a variety of social media outlets. But the auto industry is far removed from the entertainment world that the bill targets – why should auto dealers care about SOPA?

It’s easy to understand why movie producers and record labels would want to put a stop to theft of their intellectual property. However, under the guidelines of this new bill, any content that you use to promote your dealership that is not explicitly your own would be subject to legal action from the content’s original publisher.

At the very least, this means that sites that rely on user–generated content will feel extreme pressure to monitor all postings heavily. Auto manufacturers could have the authority to shut down discussion boards that they feel disclose trade secrets. And if someone posts copyrighted content on one of your social media sites? SOPA holds you accountable with fines or a lawsuit.

Ted Rubin, president and co-founder of ActivEngage, believes that the bill is well-intentioned, but poorly executed. “Piracy is a legitimate threat, and innovators and creative agencies deserve protection for their works and products.” Rubin explained that the vague, indiscriminate wording of the bill remains a problem. “The bigger issue is that small businesses could suffer because legislators are trying to impose a solution that is simply not enforceable.”

ActivEngage Director of Virtual Sales Carol Marshall says that some dealers struggle to stay creative as it is. “It would definitely inhibit a dealer’s ability to capture attention quickly if he or she can’t use pop culture to help liven up their websites.” Marshall thinks that policing the Internet for possible infringements is not an intelligent use of time. “Trying to stuff toothpaste back in the tube is a useless effort. Don’t we have bigger fish to fry?”

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While ActivEngage stands strongly against illegal piracy, we ask you to weigh in on the Stop Online Piracy Act. Visit Google’s petition to tell legislators what you think about the action taken against freedom of speech. Then tell us your thoughts in a comment below!

Inbound Marketing is the most effective technique to sell vehicles on the Internet and automotive dealerships are beginning to realize it.  As 2011 winds down, data is indicating that traditional, disruptive marketing techniques are failing to deliver results.

Many dealers are now wondering, “other than live chat, which marketing techniques and strategies of the new year will be the most important for my dealership?”

For CEO of ActivEngage Todd Smith, the future of dealership digital marketing is clear.  Todd’s 20+ years in retail automotive sales along with his visionary leadership of the most trusted brand in automotive live chat have led him to be one of the industry’s most respected thought-leaders on digital marketing for dealers.

Whether you’ve seen him speak on the GM eSummit tour, at an automotive trade show, or even in an auto industry publication, it is well-known that Todd understands the specific needs of today’s auto dealer and the future of dealership marketing.

So, what marketing trends does Todd think will have the biggest impact on dealerships in 2012?  Let’s take a look:

“First, inbound marketing will begin to emerge as a powerful way for dealerships to reduce Cost Per Vehicle Sold while ensuring their marketing message is at the right place at the right time during the shopper’s online purchase process. The shift is moving from disruptive, traditional marketing messaging into a more consumer-friendly, positional marketing.  I see dealers beginning to understand that positioning themselves to be found by shoppers’ Google search results will deliver to their prospective customers the exact information requested.”

“Second, dealerships will continue to need better business intelligence.  Advanced analytics reporting is available for dealers to help measure their online marketing expenditure and websiteperformance.  Data today is the new oil and dealerships need to put the right tools in place to drill deep into their information so that they can make better, more informed business decisions.  Running a digital marketing campaign has never been easier to manage, measure and improve and now is the time for dealerships to embrace it.”

“Finally, dealerships will begin to put conversion techniques in place for their Social Mediamarketing.  Connecting with 1000 people is great.  Having deep and meaningfulconversations with 1000 people is even better.  But, at the end of the day, dealerships will need to turn their Social Media investment into concrete business conversion results, which can be accomplished through trust, time and nurture marketing.  I foresee a host of new apps and tools coming into the marketplace that will allow dealerships to turn Social Media window shoppers into active buyers.”

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