Gadgets and gizmos are top of mind when people start talking about technology. It’s in the phones that we carry. It’s at our desks in our offices and at home. Technology is becoming a part of everything. Starting tomorrow in Las Vegas, new technologies will be highlighted at the NADA conference where members of the automotive industry converge once a year to see the latest and the greatest.

This year’s event is a little different than it has been in the past. The industry has always been somewhat isolated from the rest of the technological world in a way similar to pharmaceuticals and space exploration. All three share a separate focus in their own technologies that isn’t easily translated into other industries the way computers, entertainment, and other verticals are able to do.

As was shown at this year’s CES conference, automotive is merging more closely with other technologies and both learning as well as teaching other industries about integration.

“NADA in the past has been about getting the best lifts for the shop or putting out better signage for sales,” said Gilbert Holmes of Chevrolet Humble Texas. “This year it’s completely different. Half of the vendors are talking about social media and smartphones.”

The rapid evolution of internet marketing is fueling the shift in attention. It’s not longer possible for dealers to rely on television and newspaper advertisements to bring in customers. They have to look online because it’s where the consumers are going.

“We’re planning on going all-in this year with the internet,” said Chuck Capps at Seattle Nissan. “Traditional advertising just isn’t bringing in the bang for the buck.”

President George W. Bush will be the closing keynote this year. Two years ago, his father was the closing keynote along with President Bill Clinton.