Automatic Data Processing, Inc. steps up its presence in the world of dealership websites this week by acquiring BZ Results, a digital marketing and consulting company.

The acquisition is the latest in a series of announcements that shows ADP is intent on putting some teeth into its dealership Web initiatives.

Details of the deal have not been announced, but ADP officials confirm that BZ President Sean Wolfington will remain with the company as a part of ADP’s digital marketing management team.

BZ, based in Coventry, RI, is a 10-year-old company with more than 100 employees and 650 dealership customers.

The acquisition provides ADP with a critical piece to its Internet initiatives, Dynamic Web Site and Web Marketing, launched earlier this year.

ADP expects BZ’s technology and process for managing customer relationships and managing prospects to be an important addition to its Dynamic Website suite.

“With BZ Results comes the proven ability to drive sales in greater volumes from online marketing efforts, as well as improved success in closing deals when online prospects arrive at the showroom,” says Steven Anenen, president of ADP Dealer Services.

ADP’s efforts in dealer online initiatives, for the most part, have been lackluster in recent years. But late last year, it became evident the company was about to turn its attention to dealers when AutoNation Inc., the nation’s largest dealership group, confirmed it had chosen ADP to build and host its websites.

AutoNation is launching its new websites in April and hopes the move will enable its customers to complete more of the sales process online, says Gary Marcotte, senior vice president-marketing.

cbanks@wardsauto.com