What do dealerships want the most?

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Numbers are showing right now that car buyers are going through social media or other online channels before they purchase their next vehicle.  With this in mind, dealerships should start investing int software/tools/platforms that will help them reach out to their potential clients. 

What do you think is the most important feature an automotive digital marketing platform must have in order for a dealer to take interest in investing in it?

Multi-channel marketing is one feature that is vital nowadays as buyers tend to use various devices in looking up for information when they want to purchase a car.  You can provide additional features in your response and a reason why you think it's important will be a big help.