As another NADA approaches (and who isnt looking forward to Orlandos warm temps when many of us are already suffering through sub-freezing weather), we are bracing ourselves for the onslaught of product introductions promising new and better features. More often than not, the next big thing, whether its dancing avatars or live video feeds of the showroom floor, while cool and eye-catching, these tricks rarely deliver the improved results we all want from our electronic marketing efforts.

This is a great opportunity to review some of the basic principles for getting the most from online efforts so that the latest techno-bling on the showroom floor this year wont blind side your budget or team focus without rewarding your bottom line.

First and foremost, remember that the Web is all about information. It is an amazing tool for both distributing information about your dealership and for collecting information about your customers.

Potential buyers use the Web to learn (more) about the car they want to buy and where they can buy it. The most important function for your Website is to make this information easily accessible to your customers and present it in a way that keeps them coming back for more. After someone visits your Website, you should follow-up with more information via email. Whether its updates on specials or notifications of when a particular car is added to inventory, keep giving customers information! This is what they crave.

The second half of this equation is the ability to gather information about your customers. Look beyond the leads submitted and you will find that you can mine a wealth of information from your Website that will help you sell more cars. You can find out how visitors reached your Website, so you can maximize your advertising dollars. You can find out what cars people are searching for most and find out whats hot. You can even follow a customers path through your site and see everything they looked at. While all this information is collected, the key is that it be presented to you in a usable format. You should receive reports automatically each week or, better yet, have a digital dashboard showing you how your Website is working for you.

Finally, remember the Web is a tool- it facilitates communication and information sharing. It is still up to you to use it effectively. Find out what information your site provides, how your customers use your site, and follow-up, follow-up, follow-up.

Email and your Website are incredibly powerful marketing tools and, as with any tool, it really is only as good as the person wielding it. Just as a new Callaway driver is worth a heck of a lot more in the hands of Phil Mickelson than in mine, e-marketing tools in the hands of someone who uses them effectively are a lot more valuable than a glitzy Website or animated email in the hands of a novice. So, this year in Orlando, allow the latest technology to captivate and inspire you, but expect also that it provide sound support to the basic marketing principles that will truly benefit your dealership.