george nenni | dominion dealer solutions | vp operations | [email protected] the...
TRANSCRIPT
![Page 1: George Nenni | Dominion Dealer Solutions | VP Operations | george.nenni@drivedominion.com The Evolving Behavior of the Automotive Mobile Shopper George](https://reader036.vdocument.in/reader036/viewer/2022062712/56649c805503460f94937019/html5/thumbnails/1.jpg)
George Nenni | Dominion Dealer Solutions | VP Operations | [email protected]
The Evolving Behavior of the Automotive Mobile
Shopper
George Nenni @georgenenni
![Page 2: George Nenni | Dominion Dealer Solutions | VP Operations | george.nenni@drivedominion.com The Evolving Behavior of the Automotive Mobile Shopper George](https://reader036.vdocument.in/reader036/viewer/2022062712/56649c805503460f94937019/html5/thumbnails/2.jpg)
No more thinking Mobile 1st…you need to be thinking mobile
1st, and 2nd, and 3rd.
![Page 3: George Nenni | Dominion Dealer Solutions | VP Operations | george.nenni@drivedominion.com The Evolving Behavior of the Automotive Mobile Shopper George](https://reader036.vdocument.in/reader036/viewer/2022062712/56649c805503460f94937019/html5/thumbnails/3.jpg)
No more thinking Mobile 1st…you need to be thinking mobile
1st, and 2nd, and 3rd.
![Page 4: George Nenni | Dominion Dealer Solutions | VP Operations | george.nenni@drivedominion.com The Evolving Behavior of the Automotive Mobile Shopper George](https://reader036.vdocument.in/reader036/viewer/2022062712/56649c805503460f94937019/html5/thumbnails/4.jpg)
We’re using Smartphones constantly
![Page 5: George Nenni | Dominion Dealer Solutions | VP Operations | george.nenni@drivedominion.com The Evolving Behavior of the Automotive Mobile Shopper George](https://reader036.vdocument.in/reader036/viewer/2022062712/56649c805503460f94937019/html5/thumbnails/5.jpg)
There seems to be no end to how smartphones can be used
![Page 6: George Nenni | Dominion Dealer Solutions | VP Operations | george.nenni@drivedominion.com The Evolving Behavior of the Automotive Mobile Shopper George](https://reader036.vdocument.in/reader036/viewer/2022062712/56649c805503460f94937019/html5/thumbnails/6.jpg)
How we heat and cool our homes
![Page 7: George Nenni | Dominion Dealer Solutions | VP Operations | george.nenni@drivedominion.com The Evolving Behavior of the Automotive Mobile Shopper George](https://reader036.vdocument.in/reader036/viewer/2022062712/56649c805503460f94937019/html5/thumbnails/7.jpg)
How we keep our food fresh, or…
![Page 8: George Nenni | Dominion Dealer Solutions | VP Operations | george.nenni@drivedominion.com The Evolving Behavior of the Automotive Mobile Shopper George](https://reader036.vdocument.in/reader036/viewer/2022062712/56649c805503460f94937019/html5/thumbnails/8.jpg)
…how we cook our fresh food
![Page 9: George Nenni | Dominion Dealer Solutions | VP Operations | george.nenni@drivedominion.com The Evolving Behavior of the Automotive Mobile Shopper George](https://reader036.vdocument.in/reader036/viewer/2022062712/56649c805503460f94937019/html5/thumbnails/9.jpg)
How we keep our dogs healthy
![Page 10: George Nenni | Dominion Dealer Solutions | VP Operations | george.nenni@drivedominion.com The Evolving Behavior of the Automotive Mobile Shopper George](https://reader036.vdocument.in/reader036/viewer/2022062712/56649c805503460f94937019/html5/thumbnails/10.jpg)
…or how we brush our teeth
![Page 11: George Nenni | Dominion Dealer Solutions | VP Operations | george.nenni@drivedominion.com The Evolving Behavior of the Automotive Mobile Shopper George](https://reader036.vdocument.in/reader036/viewer/2022062712/56649c805503460f94937019/html5/thumbnails/11.jpg)
…but what about automotive?
![Page 12: George Nenni | Dominion Dealer Solutions | VP Operations | george.nenni@drivedominion.com The Evolving Behavior of the Automotive Mobile Shopper George](https://reader036.vdocument.in/reader036/viewer/2022062712/56649c805503460f94937019/html5/thumbnails/12.jpg)
What % of online time is now spent on mobile?
A. Less than 50%B. More than 50%
![Page 13: George Nenni | Dominion Dealer Solutions | VP Operations | george.nenni@drivedominion.com The Evolving Behavior of the Automotive Mobile Shopper George](https://reader036.vdocument.in/reader036/viewer/2022062712/56649c805503460f94937019/html5/thumbnails/13.jpg)
More than 50% of total online
time is spent on mobile
Nearly 2 out of 3 mobile shoppers
ultimately make a purchase
Mobile shoppers focus on price and location
2014 Mobile Path to Purchase Study
![Page 14: George Nenni | Dominion Dealer Solutions | VP Operations | george.nenni@drivedominion.com The Evolving Behavior of the Automotive Mobile Shopper George](https://reader036.vdocument.in/reader036/viewer/2022062712/56649c805503460f94937019/html5/thumbnails/14.jpg)
![Page 15: George Nenni | Dominion Dealer Solutions | VP Operations | george.nenni@drivedominion.com The Evolving Behavior of the Automotive Mobile Shopper George](https://reader036.vdocument.in/reader036/viewer/2022062712/56649c805503460f94937019/html5/thumbnails/15.jpg)
![Page 16: George Nenni | Dominion Dealer Solutions | VP Operations | george.nenni@drivedominion.com The Evolving Behavior of the Automotive Mobile Shopper George](https://reader036.vdocument.in/reader036/viewer/2022062712/56649c805503460f94937019/html5/thumbnails/16.jpg)
Digital drives automotive shopping
![Page 17: George Nenni | Dominion Dealer Solutions | VP Operations | george.nenni@drivedominion.com The Evolving Behavior of the Automotive Mobile Shopper George](https://reader036.vdocument.in/reader036/viewer/2022062712/56649c805503460f94937019/html5/thumbnails/17.jpg)
Source: Google Think Insights Study, November 2013
Using Mobile for automotive research
![Page 18: George Nenni | Dominion Dealer Solutions | VP Operations | george.nenni@drivedominion.com The Evolving Behavior of the Automotive Mobile Shopper George](https://reader036.vdocument.in/reader036/viewer/2022062712/56649c805503460f94937019/html5/thumbnails/18.jpg)
Using Mobile exclusively during purchase
Source: xAd/Telemetrics Mobile Path to Purchase 2014
![Page 19: George Nenni | Dominion Dealer Solutions | VP Operations | george.nenni@drivedominion.com The Evolving Behavior of the Automotive Mobile Shopper George](https://reader036.vdocument.in/reader036/viewer/2022062712/56649c805503460f94937019/html5/thumbnails/19.jpg)
7% used a mobile
device on-site11% used a tablet
xAd/Telemetrics Mobile Path to Purchase 2014
“Showrooming” Effect
![Page 20: George Nenni | Dominion Dealer Solutions | VP Operations | george.nenni@drivedominion.com The Evolving Behavior of the Automotive Mobile Shopper George](https://reader036.vdocument.in/reader036/viewer/2022062712/56649c805503460f94937019/html5/thumbnails/20.jpg)
![Page 21: George Nenni | Dominion Dealer Solutions | VP Operations | george.nenni@drivedominion.com The Evolving Behavior of the Automotive Mobile Shopper George](https://reader036.vdocument.in/reader036/viewer/2022062712/56649c805503460f94937019/html5/thumbnails/21.jpg)
Source: xAd/Telemetrics Mobile Path to Purchase, 2014
![Page 22: George Nenni | Dominion Dealer Solutions | VP Operations | george.nenni@drivedominion.com The Evolving Behavior of the Automotive Mobile Shopper George](https://reader036.vdocument.in/reader036/viewer/2022062712/56649c805503460f94937019/html5/thumbnails/22.jpg)
Does your advertising mix match consumer behavior?
![Page 23: George Nenni | Dominion Dealer Solutions | VP Operations | george.nenni@drivedominion.com The Evolving Behavior of the Automotive Mobile Shopper George](https://reader036.vdocument.in/reader036/viewer/2022062712/56649c805503460f94937019/html5/thumbnails/23.jpg)
![Page 24: George Nenni | Dominion Dealer Solutions | VP Operations | george.nenni@drivedominion.com The Evolving Behavior of the Automotive Mobile Shopper George](https://reader036.vdocument.in/reader036/viewer/2022062712/56649c805503460f94937019/html5/thumbnails/24.jpg)
![Page 25: George Nenni | Dominion Dealer Solutions | VP Operations | george.nenni@drivedominion.com The Evolving Behavior of the Automotive Mobile Shopper George](https://reader036.vdocument.in/reader036/viewer/2022062712/56649c805503460f94937019/html5/thumbnails/25.jpg)
Facebook Ads and Automotive Dealerships
Visits to car-model pages jump 50% percent due to Facebook ads
Total page views increase 46%
Top 50 Priorities, Comscore, July 2013
![Page 26: George Nenni | Dominion Dealer Solutions | VP Operations | george.nenni@drivedominion.com The Evolving Behavior of the Automotive Mobile Shopper George](https://reader036.vdocument.in/reader036/viewer/2022062712/56649c805503460f94937019/html5/thumbnails/26.jpg)
Mobile is the fastest growing segment of online video
![Page 27: George Nenni | Dominion Dealer Solutions | VP Operations | george.nenni@drivedominion.com The Evolving Behavior of the Automotive Mobile Shopper George](https://reader036.vdocument.in/reader036/viewer/2022062712/56649c805503460f94937019/html5/thumbnails/27.jpg)
YouTube and Mobile
![Page 28: George Nenni | Dominion Dealer Solutions | VP Operations | george.nenni@drivedominion.com The Evolving Behavior of the Automotive Mobile Shopper George](https://reader036.vdocument.in/reader036/viewer/2022062712/56649c805503460f94937019/html5/thumbnails/28.jpg)
Tablets are growing faster than PCs ever did
![Page 29: George Nenni | Dominion Dealer Solutions | VP Operations | george.nenni@drivedominion.com The Evolving Behavior of the Automotive Mobile Shopper George](https://reader036.vdocument.in/reader036/viewer/2022062712/56649c805503460f94937019/html5/thumbnails/29.jpg)
![Page 30: George Nenni | Dominion Dealer Solutions | VP Operations | george.nenni@drivedominion.com The Evolving Behavior of the Automotive Mobile Shopper George](https://reader036.vdocument.in/reader036/viewer/2022062712/56649c805503460f94937019/html5/thumbnails/30.jpg)
Of consumers who own a Smartphone, nearly ¾ also own a tablet
Average number of hours spend on Smartphone
Average number of hours spend on Tablet
4.6
5.1
Source: Salesforce 2014 Mobile Behavior Report
![Page 31: George Nenni | Dominion Dealer Solutions | VP Operations | george.nenni@drivedominion.com The Evolving Behavior of the Automotive Mobile Shopper George](https://reader036.vdocument.in/reader036/viewer/2022062712/56649c805503460f94937019/html5/thumbnails/31.jpg)
![Page 32: George Nenni | Dominion Dealer Solutions | VP Operations | george.nenni@drivedominion.com The Evolving Behavior of the Automotive Mobile Shopper George](https://reader036.vdocument.in/reader036/viewer/2022062712/56649c805503460f94937019/html5/thumbnails/32.jpg)
How are you addressing local searches?
![Page 33: George Nenni | Dominion Dealer Solutions | VP Operations | george.nenni@drivedominion.com The Evolving Behavior of the Automotive Mobile Shopper George](https://reader036.vdocument.in/reader036/viewer/2022062712/56649c805503460f94937019/html5/thumbnails/33.jpg)
Mobile Playbook, 2nd edition, Google, Oct 2013
Results of local searches
Google Places, Hyperlocal ads, Reputation Management
Google Places Listings, Responsive or Adaptive Website, Mobile click-to-call ads
94% of smartphone users search for mobile
location
51% visited a store
48% called a store
Google Places Listings, Hyperlocal ads
![Page 34: George Nenni | Dominion Dealer Solutions | VP Operations | george.nenni@drivedominion.com The Evolving Behavior of the Automotive Mobile Shopper George](https://reader036.vdocument.in/reader036/viewer/2022062712/56649c805503460f94937019/html5/thumbnails/34.jpg)
Google Mobile Ad Choices
Mobile ad sitelinks
Mobile click-to-call
Hyperlocal with location
extensions
![Page 35: George Nenni | Dominion Dealer Solutions | VP Operations | george.nenni@drivedominion.com The Evolving Behavior of the Automotive Mobile Shopper George](https://reader036.vdocument.in/reader036/viewer/2022062712/56649c805503460f94937019/html5/thumbnails/35.jpg)
Responsive
vs.
Adaptive Web Design
![Page 36: George Nenni | Dominion Dealer Solutions | VP Operations | george.nenni@drivedominion.com The Evolving Behavior of the Automotive Mobile Shopper George](https://reader036.vdocument.in/reader036/viewer/2022062712/56649c805503460f94937019/html5/thumbnails/36.jpg)
Responsive Web Design
Pros:•Uniform designs, can fit any and all devices•Search friendly: Google prefers•Simplicity, one website to maintain and manage
Cons:•Be careful choosing images•Need to optimize for load times
![Page 37: George Nenni | Dominion Dealer Solutions | VP Operations | george.nenni@drivedominion.com The Evolving Behavior of the Automotive Mobile Shopper George](https://reader036.vdocument.in/reader036/viewer/2022062712/56649c805503460f94937019/html5/thumbnails/37.jpg)
Adaptive Web Design
Pros:•Experience can be more deeply tailored to mobile•Can potentially load faster, but varies by provider
Cons:•Need complicated redirects for cross-linking•Can leave tablet users in limbo•Can offer poor SEO, can be seen as duplicate content
![Page 38: George Nenni | Dominion Dealer Solutions | VP Operations | george.nenni@drivedominion.com The Evolving Behavior of the Automotive Mobile Shopper George](https://reader036.vdocument.in/reader036/viewer/2022062712/56649c805503460f94937019/html5/thumbnails/38.jpg)
Recommendations for Today’s Dealerships
![Page 39: George Nenni | Dominion Dealer Solutions | VP Operations | george.nenni@drivedominion.com The Evolving Behavior of the Automotive Mobile Shopper George](https://reader036.vdocument.in/reader036/viewer/2022062712/56649c805503460f94937019/html5/thumbnails/39.jpg)
Invest in Facebook Ads
![Page 40: George Nenni | Dominion Dealer Solutions | VP Operations | george.nenni@drivedominion.com The Evolving Behavior of the Automotive Mobile Shopper George](https://reader036.vdocument.in/reader036/viewer/2022062712/56649c805503460f94937019/html5/thumbnails/40.jpg)
Invest in Google Ads: Mobile Click-to-call, Ad sitelinks and Hyperlocal
![Page 41: George Nenni | Dominion Dealer Solutions | VP Operations | george.nenni@drivedominion.com The Evolving Behavior of the Automotive Mobile Shopper George](https://reader036.vdocument.in/reader036/viewer/2022062712/56649c805503460f94937019/html5/thumbnails/41.jpg)
• Click to call and mapping enabled
• Responsive email campaigns and landing pages
Switch to a Responsive Website
![Page 42: George Nenni | Dominion Dealer Solutions | VP Operations | george.nenni@drivedominion.com The Evolving Behavior of the Automotive Mobile Shopper George](https://reader036.vdocument.in/reader036/viewer/2022062712/56649c805503460f94937019/html5/thumbnails/42.jpg)
Launch Responsive Email Campaigns
![Page 43: George Nenni | Dominion Dealer Solutions | VP Operations | george.nenni@drivedominion.com The Evolving Behavior of the Automotive Mobile Shopper George](https://reader036.vdocument.in/reader036/viewer/2022062712/56649c805503460f94937019/html5/thumbnails/43.jpg)
Maintain A Great Online Reputation
![Page 44: George Nenni | Dominion Dealer Solutions | VP Operations | george.nenni@drivedominion.com The Evolving Behavior of the Automotive Mobile Shopper George](https://reader036.vdocument.in/reader036/viewer/2022062712/56649c805503460f94937019/html5/thumbnails/44.jpg)
Analyze website data for mobile activity
• % of mobile visitors
• bounce rates for relevant pages
• phone calls and form submissions from mobile browsing
• Optimize for mobile path
Know Your Mobile Analytics
![Page 45: George Nenni | Dominion Dealer Solutions | VP Operations | george.nenni@drivedominion.com The Evolving Behavior of the Automotive Mobile Shopper George](https://reader036.vdocument.in/reader036/viewer/2022062712/56649c805503460f94937019/html5/thumbnails/45.jpg)
![Page 46: George Nenni | Dominion Dealer Solutions | VP Operations | george.nenni@drivedominion.com The Evolving Behavior of the Automotive Mobile Shopper George](https://reader036.vdocument.in/reader036/viewer/2022062712/56649c805503460f94937019/html5/thumbnails/46.jpg)
Contact Info
Full Name:
Company:
Job Title :
Email:
George Nenni
Dominion Dealer Solutions
VP Operations
@georgenenni
Share an important takeaway you received from this sessionusing hashtag #DD17 for a chance to win an iPad.
![Page 47: George Nenni | Dominion Dealer Solutions | VP Operations | george.nenni@drivedominion.com The Evolving Behavior of the Automotive Mobile Shopper George](https://reader036.vdocument.in/reader036/viewer/2022062712/56649c805503460f94937019/html5/thumbnails/47.jpg)
George Nenni | Dominion Dealer Solutions | VP Operations | [email protected]
The Evolving Behavior of the Automotive Mobile
Shopper
George Nenni @georgenenni