the 3 dimensions of the modern mobile marketer - in 3-d!

The 3DimensionsOf the Modern Mobile Marketer

Session Hashtag - #DD3D

3-D movies are all the rage in HollywoodBecause the theaters can charge a premium ticket price

That modelwon’t workin the carbusinessBecause there willalways be anotherdealer up the streettrying to sell a similarvehicle for a cheaperprice than you

So you have to stand out from the crowdAnd market your vehicles better than your competitors

Dealers havealready gonethrough the

TVPhase

PhaseAnd are living in the Computer

of US adultswill own asmartphoneby the end of 2011

92%

SOURCE: ELMGROUP CONSULTING, 2011

Is your dealership ready for mobile?A market where your customer holds the Internet in the palm of their hand...

Mobile WebsitesDimension One

of US mobilephone users aremore likely to buyfrom an auto dealerwith a mobile website

88%

SOURCE: BRAND ANYWHERE AND LUTH RESEARCH, OCTOBER 2010

You need a mobile websitethat provides the same

streamlined userexperience...

regardless ofphone model

(not just iPhones)

Smartphone OS ShareOctober, 2010

SOURCE: MOBILE INSIGHTS, OCTOBER 2010

iPhone, BlackBerry, and Android = 78% of market

You MUST haveclick-to-callphone numbers

The numbers must be displayedas actual clickable text...

You MUST haveclick-to-callphone numbers

...not as part of your banner image.

You can’t expect customersto remember the numbersto dial them on the phoneor to cut-and-paste themin order to call you.

Mobile Website on a separate URLso Google sees it as a separate website

Mobile Website inventory search filtersmake it easy for customers to find what they’re looking for

Easy-to-view vehicle photosShould be simple and user-friendly

Track mobile conversions and trafficUse Google analytics to see how your mobile site is performing

Display CARFAX logosCustomers searching locally are lookingfor the best deal and comparing similarvehicles. Make sure CARFAX logos aredisplayed on the inventory list so thatpotential customers know immediatelyif it’s a one owner vehicle.

Integrated cross-platform videoAgain, you need the same browsing experience

regardless of smartphone model,so your mobile website videos

should play on any phone,not just iPhones.

Site displays correctly in landscape modeMany smartphone users have become accustomedto browsing the web in landscape mode.Make sure your mobile dealer websitedisplays correctly when turned sideways.

Local SearchDimension Two

Mobile searches increased byfrom 2008 to 2010

SOURCE: GOOGLE, JUNE 2010

500%

of Internet users perform74%

SOURCE: KELSEY GROUP, 2010

local searches

Google owns98%

SOURCE: STATCOUNTER, 2010

of the mobile search market

Local Search Optimization is vitalGoogle Places is key to succeeding in local search

SmartphoneLocal SearchExercise


Open yourweb browserand do aGoogle search for“Houston Used Cars”


Top two results:Pay-Per-Click(paid placement)


Next level of results:Google Places

Map with pins,then place listings


Third level of results:Organic results

Standard organicSEO placement


SoWhat?

Google Places listingsare displayed ABOVEstandard organiclistings.

(True for desktop too,but much moreimportant for mobile)


SoWhat?

Mobile customersare looking for localbusinesses...

You can’t affordNOT to claimand optimize yourGoogle Places listing

Top Five Ranking Factorsfor Google Places listings

1) Proximity to centroid

Where is your dealership’sphysical location (address)in relation to your city?

(now also factoring incity outlines and zip codes)

2) Association with proper categories

Make sure you choosethe correct categorieswhen you claim your listing(i.e. “Ford Dealer” or“Used Car Dealer”)

3) Local Phone Number

Make sure you list yourlocal phone number,NOT a toll-free number.

4) Keywords in business description

Make sure you use important keywordsin your dealership’sbusiness description

5) Customer Reviews

How many reviews doesyour dealership have...and are they positive?

Reviews now carry more SEO weight

Besides boosting your Google Placeslisting, Google is now factoringcustomer reviews into standardorganic search results.

Positive reviews can actually boostyour organic placement...and negative reviews can lower you!

Optimize your Google Places Listing

Just claiming yourlisting isn’t enough.

You’ve got to helpyour listing standout by completelyoptimizing.

Add Photos and Videos

You can add up to10 photos and5 videos to yourplaces listing.

Show your location,not single inventoryunits.

Add Links to Your Listing

You can add additional linksto your listing...

make sure you addyour social medialinks so potentialcustomers canfollow you formore information.

Add Coupons

Click the “Offers” taband create coupons.

System automaticallycreates desktop andmobile versions of yourcoupons and displaysthem on your listing.

QR CodesDimension Three

QR Codes – “Quick Response Codes”

A 2D matrix bar code capable of storing4,296 alphanumeric of 7, 089 numericcharacters.

Created in 1994 in Japanto track vehicle parts.

Increase in QR scanningfrom July to December 20101200%

SOURCE: JUMPSCAN, JANUARY 2011

of smartphoneusers would belikely to recallan ad featuring a QR code.

72%

SOURCE: MGH, MARCH 2011

of smartphone usersare interested in using a QR code70%

SOURCE: MGH, MARCH 2011

Best Buy added QR codesTo product tags in September of 2010

Each store has itsown unique set ofQR codes – so thecorporate officecan track whichstores’ QR codesget scanned.

QR Codes have also been adopted by:

In your current print ads, your customershave to remember your URL Your ads list your URL,or you ask them tofollow you on Facebook.

Why rely on themto remember whena QR code allowsinstant connection?

Create trackable QR codes and use themon all printed media

1) Log in to Google’s URL Builder tool

Do a Google search for“Google URL Builder”

or just visithttp://bit.ly/gd6NOL(the actual URL is long)

Or, scan this QR codewith your smartphone

2) Enter your URL

Any URL you want tocreate a QR code for(doesn’t have to beyour home page)

3) Enter campaign source

For this example:

“dallas_morning_news”

4) Enter campaign medium

For this example:

“print_ad”

5) Enter campaign name

For this example:

“truck_month_1”

(this is where youdifferentiate betweensimilar QR codesused in the samemedia)

6) Click “Generate URL”

Your trackable URLis generated on the fly

Google Analytics tracking data is added

Your trackable URLcontains the threepoints of informationthat you entered,allowing you toslice and dice your usage data insideGoogle Analyticsafter the codes arescanned by users.

7) Copy the trackable URL

Select the newURL in the bottomfield and copy it

8) Go to www.bit.ly

Bit.ly is a URL-shorteningwebsite, which automaticallycreates custom QR codesfor all shortened links.

9) Create a login for bit.ly

You don’t have to createa login to shorten URLsand create QR codes...

but if you create a login,bit.ly will store a historyof every link you’veshortened, along withreal-time usage stats.

10) Paste your trackable URL into the box

Bit.ly will automaticallyShorten your link

11) Click the “Info Page +” link

You’ll be taken to the linkinfo page, with real-timeusage stats and yourcustom QR code

12) Right click on QR code and “save as”

Save the QR code to yourhard drive. Make sure yougive it a unique name.

13) Insert the QR code into print media

Newspaper adsMagazine adsBillboardsWindow stickersBrochuresBusiness cardsAnything else printed...

Use Google Analytics and bit.ly to track

Using the tracking codesyou inserted, you cantrack website visitsin Google Analyticsbased off of QR scans.

You can also log in toyour bit.ly accountto view real-time usage and scan stats.


Mobile WebsitesMake sure your mobile website serves all smartphone customers

Local Search (Google Places)Make sure you claim your Places listing to succeed in local searches

QR codes to digitize non-digital mediaGive customers instant digital connection from printed media


Questions?

Chad Polk, AutoRevo CEO

[email protected]

twitter.com/autorevo

the 3 dimensions of the modern mobile marketer - in 3-d!

Automotive