Digital Dealer - March 2020 - 29

DEFY GRAVITY
APRIL 6 -8 2020 | O RLA ND O , FL

replaces the need for inconvenient phone calls or lead
submission forms. For more
information, make sure to
read why messaging businesses is "the new normal"
here (https://www.facebook.
com/business/news/insights/
why-messaging-businessesis-the-new-normal)
 Fixed Placements:

Through automatic placements, dealers can easily
scale ads from News Feed
across the entire Facebook
family of apps, including
Marketplace, leveraging the
same creative, targeting,
optimization and measurement. Dealers can reach
people in their audience
more efficiently by showing
ads to them wherever they
are spending the most time
(whether on Facebook, Instagram, Marketplace, etc.).

DEALER MAGAZINE:
Speaking of Messenger,
we keep hearing about
how "messaging bots" or
"chatbots" are going to
change how people interact with businesses. Can
you elaborate?
FACEBOOK: We're excit-

ed about the new opportunities Messenger brings to
businesses around enhancing customer experience
and loyalty. People feel
more confident messaging
businesses than using more
traditional customer service
channels. Our studies show
that among people surveyed
in the U.S. and other international markets, over 58% feel
more confident messaging
a business than calling them
on the phone or filling out a
form on a website; of those
surveyed, over 61% say messaging is the easiest, most

March 2020

convenient way to contact a
business(2).
Here is a great example
of how a chatbot is making
it easy for customers to do
business with dealerships.
CarNow has created a scheduling bot called ScheduleNow for Facebook. This bot
connects directly with a dealer's scheduling platform and
enables the user to schedule
their service appointment
through Facebook Messenger with no human interaction. The bot, powered by
artificial intelligence, handles
it all- creating a frictionless
service scheduling experience for both the dealer and
the customer.
We expect more chatbots
to come to market soon.
Look for best practices from
us on how to best handle
messaging via your business
development center.

DEALER MAGAZINE:
Where can a dealer download this new Playbook to
learn more?
FACEBOOK: Dealers can

find our newly updated Automotive Playbook for Dealers
on Facebook's Dealer Hub
(https://www.facebook.com/
business/m/dealerhub).

SOURCES:
1 Facebook Internal Data, Jan.
2019
2 "Motivations, Mindsets and
Emotional Experiences in
Messaging (vs. Feed)" by Sentient
Decision Science (Facebookcommissioned survey of 8,156
people in BR, GB, IN and the
US), Jun 2018. Research refers
to people surveyed who use a
messaging app daily and have
messaged a business in the past
three months using one of their
most commonly used apps.

Facebook will
present "Remove
Friction from Your
Marketing Plan to
Drive Profitability"
at Digital Digital
Orlando.
Join automotive advertising experts
from Facebook as they share how
to develop new strategies for your
dealership to reduce spend and get
more from your media.
Facebook will share how to:
 Identify where the friction may lie
within your marketing plan.
 Gain the right transparency that
will help you evaluate whether your
marketing spend is an expense or an
investment.
 Measure the results that truly matter
to your business.

Presenters:
Bob Lanham, Auto Retail, Facebook
Adam Pavkov, Auto Retail, Facebook
Digital Dealer returns to Rosen
Shingle Creek in Orlando, FL, April
6-8, 2020. The agenda features 100
sessions, actionable keynotes, 130+
auto retail solutions, and networking
opportunities. For more details, please
visit digitaldealer.com.

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https://www.facebook.com/business/news/insights/why-messaging-businesses-is-the-new-normal https://www.facebook.com/business/m/dealerhub https://www.facebook.com/business/m/dealerhub http://www.digitaldealer.com http://www.digitaldealer.com
Digital Dealer - March 2020

Table of Contents for the Digital Edition of Digital Dealer - March 2020
