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BOCA RATON, Fla. (Nov. 22, 2005) American dealers see the growing value of the Internet on their sales and marketing efforts, with 92 percent saying they plan to expand their dealerships' Internet departments in the coming year, according to a recent survey by Black Book Online. "The use of the Internet by automobile dealers has become increasingly sophisticated over the past several years," said Mike McFall, president of Veretech, which provides the technology behind Black Book Online. "In essence, the Internet has grown-up quite a bit, and dealers are recognizing its potential." McFall explained that as dealers are ramping up their online initiatives, they are seeing 'good' results. Additionally, he pointed out that Internet results can be measured and quantified so dealers can better understand which online activities are yielding the best returns. Other survey findings include: -- More than half of dealers surveyed (52 percent) said they are fully utilizing the Internet. -- More than six out of 10 (65 percent) of participants would prefer more leads from their Web sites. -- Nearly 70 percent said they feel that automakers should provide more support in the form of pre-qualified, screened sales leads. -- Twenty-seven percent of those surveyed said they follow-up online leads for at least two weeks, while others (21 percent) said they follow-up on such leads indefinitely. "With many dealers already reporting that up to 20 percent of their sales originate on the Internet, we're seeing a more concerted effort to increase that number," McFall concluded. Conducted by Intellitrends, the telephone survey questioned 100 dealers from throughout the country. |
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