McLEAN, Va. -

Recognizing Google’s importance to the auto industry, the National Automobile Dealers Association has enlisted Michelle Morris, director of Google’s automotive industry division, to share insights into online car shopper behavior at its upcoming convention.

And with about 84 percent of shoppers leveraging the Web to help make purchasing decisions, Morris said it’s important that dealers have a strong online presence.
 

Google and Compete — a marketing firm that specializes in online consumer research — partnered to analyze trends of shopping behavior six months to one week prior to making a purchase.

“Whether it’s searching for local inventory, comparison shopping or finding directions to a local dealership, car shoppers are using the Web to find dealers,” said Morris.
 

Morris plans to present the study findings at the NADA Convention & Expo in San Francisco on Feb. 4, 5 and 6. Her presentation called "Insights into Consumer Behavior" is one of nine online presence workshops offered by NADA University at the convention.

“We’ve learned that 84 percent of car buyers utilize a search engine to help them with their automotive research,” Morris stressed. “During our convention workshop session, we’ll share best practices with dealers to help them set up their own search campaigns and implement additional online tools to reach car buyers.
 
Morris asks: “If a car shopper can’t find you online, which is where they go first to research, how will they find your dealership offline?”
In addition to shopping for cars and trucks, Morris says consumers are also using the Web to help with their service and maintenance needs. 
 
“The Internet is the first source consumers turn to when looking to find the parts needed to fix their vehicles, shop for new tires or find a service location,” Morris pointed out. “Dealers need to make sure they have a Web presence to ensure that consumers are choosing
 

Along with Morris’ presentation, NADA detailed a rundown of the other eight “Online Presence” workshops that will be offered at the convention:

—Blogs, Microsites and SEO with Brian Pasch, of Pasch Consulting.

—Fixed Operations Retention in the Digital World with Kevin Root, of DriverSide.com, and Mike DeCecco, of Dealer.com.

—Increase Traffic and Engagement through Video with Sean Bradley, of Dealer Synergy.

—Influencing Car Shoppers Beyond the Click with Howard Polirer, of AutoTrader.com.

—Perfecting the Online Lead Mix with David Kain, of KainAutomotive.com, and Anna Zornosa, of Dealix, a division of ADP/Cobalt.

—Social Media 101 and Social Media 201 with Jared Hamilton, of DrivingSales.com.

—Web Analytics: Improve Your Conversion Rate with Todd Smith, of ActivEngage.

NADA has more than 100 workshop sessions, covering 35 topics, planned for its convention to help dealers and their managers.

For a complete list of convention workshops and schedules, visit www.NADAconventionandexpo.org.