THE 3DIMENSIONS OF THE MODERN MOBILE MARKETER

SESSION HASHTAG - #DD3D

3-D MOVIES ARE ALL THE RAGE IN HOLLYWOOD BECAUSE THE THEATERS CAN CHARGE A PREMIUM TICKET PRICE

THAT MODEL WON’T WORK IN THE CAR BUSINESS BECAUSE THERE WILL ALWAYS BE ANOTHER DEALER UP THE STREET TRYING TO SELL A SIMILAR VEHICLE FOR A CHEAPER PRICE THAN YOU

SO YOU HAVE TO STAND OUT FROM THE CROWD AND MARKET YOUR VEHICLES BETTER THAN YOUR COMPETITORS

DEALERS HAVE ALREADY GONE THROUGH THE TV PHASE

PHASE AND ARE LIVING IN THE COMPUTER

OF US ADULTS WILL OWN A MOBILE PHONE BY 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 WEBSITES DIMENSION ONE

OF US MOBILE PHONE USERS ARE MORE LIKELY TO BUY FROM AN AUTO DEALER WITH A MOBILE WEBSITE

88%

SOURCE: BRAND  ANYWHERE  AND  LUTH  RESEARCH,  OCTOBER  2010

YOU NEED A MOBILE WEBSITE THAT PROVIDES THE SAME

STREAMLINED USER EXPERIENCE...

REGARDLESS OF

PHONE MODEL

(NOT JUST IPHONES)

SMARTPHONE OS SHARE Q2, 2011

SOURCE: NIELSEN,  Q3  2011

IPHONE, BLACKBERRY, AND ANDROID = 87% OF MARKET

YOU MUST HAVE CLICK-TO-CALL PHONE NUMBERS THE NUMBERS MUST BE DISPLAYED AS ACTUAL CLICKABLE TEXT...

YOU MUST HAVE CLICK-TO-CALL PHONE NUMBERS NOT AS PART OF YOUR BANNER IMAGE. YOU CAN’T EXPECT CUSTOMERS TO REMEMBER THE NUMBERS TO DIAL THEM ON THE PHONE OR TO CUT-AND-PASTE THEM IN ORDER TO CALL YOU.

MOBILE WEBSITE ON A SEPARATE URL SO GOOGLE SEES IT AS A SEPARATE WEBSITE

MOBILE WEBSITE INVENTORY SEARCH FILTERS MAKE IT EASY FOR CUSTOMERS TO FIND WHAT THEY’RE LOOKING FOR

EASY-TO-VIEW VEHICLE PHOTOS SHOULD BE SIMPLE AND USER-FRIENDLY

TRACK MOBILE CONVERSIONS AND TRAFFIC USE GOOGLE ANALYTICS TO SEE HOW YOUR MOBILE SITE IS PERFORMING

DISPLAY CARFAX LOGOS CUSTOMERS SEARCHING LOCALLY ARE LOOKING FOR THE BEST DEAL AND COMPARING SIMILAR VEHICLES. MAKE SURE CARFAX LOGOS ARE DISPLAYED ON THE INVENTORY LIST SO THAT POTENTIAL CUSTOMERS KNOW IMMEDIATELY IF IT’S A ONE OWNER VEHICLE.

INTEGRATED CROSS-PLATFORM VIDEO AGAIN, 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 MODE MANY SMARTPHONE USERS HAVE BECOME ACCUSTOMED TO BROWSING THE WEB IN LANDSCAPE MODE. MAKE SURE YOUR MOBILE DEALER WEBSITE DISPLAYS CORRECTLY WHEN TURNED SIDEWAYS.

LOCAL SEARCH DIMENSION TWO

MOBILE SEARCHES INCREASED BY FROM 2008 TO 2010

SOURCE: GOOGLE,  JUNE  2010

500%

OF INTERNET USERS PERFORM 74%

SOURCE: KELSEY GROUP,    2010

LOCAL SEARCHES

GOOGLE OWNS

98%

SOURCE: STATCOUNTER,    2010

OF THE MOBILE SEARCH MARKET

LOCAL SEARCH OPTIMIZATION IS VITAL GOOGLE PLACES IS KEY TO SUCCEEDING IN LOCAL SEARCH

SMARTPHONE LOCAL SEARCH EXERCISE

SMARTPHONE LOCAL SEARCH EXERCISE

OPEN YOUR WEB BROWSER AND DO A GOOGLE SEARCH FOR “HOUSTON USED CARS”

SMARTPHONE LOCAL SEARCH EXERCISE

TOP TWO RESULTS: PAY-PER-CLICK (PAID PLACEMENT)

SMARTPHONE LOCAL SEARCH EXERCISE

NEXT LEVEL OF RESULTS: TOP 2 OR 3 ORGANIC RESULTS

SMARTPHONE LOCAL SEARCH EXERCISE

NEXT LEVEL OF RESULTS: GOOGLE PLACES LISTINGS MAP WITH PINS, THEN LISTINGS (NOTICE PLACES BUTTONS AND REVIEW STARS)

SMARTPHONE LOCAL SEARCH EXERCISE

FINAL LEVEL OF RESULTS: WAY DOWN BELOW ORGANIC LISTINGS

SMARTPHONE LOCAL SEARCH EXERCISE

SO WHAT?

GOOGLE PLACES LISTINGS ARE DISPLAYED ABOVE MOST OF THE STANDARD ORGANIC LISTINGS. (TRUE FOR DESKTOP TOO, BUT MUCH MORE IMPORTANT FOR MOBILE)

MOBILE CUSTOMERS ARE LOOKING FOR LOCAL BUSINESSES… YOU CAN’T AFFORD NOT TO CLAIM AND OPTIMIZE YOUR GOOGLE PLACES LISTING

SMARTPHONE LOCAL SEARCH EXERCISE

SO WHAT?

TOP FIVE RANKING FACTORS FOR GOOGLE PLACES LISTINGS

1) PROXIMITY TO CENTROID

WHERE IS YOUR DEALERSHIP’S PHYSICAL LOCATION (ADDRESS) IN RELATION TO YOUR CITY? (NOW ALSO FACTORING IN CITY OUTLINES AND ZIP CODES)

2) ASSOCIATION WITH PROPER CATEGORIES

MAKE SURE YOU CHOOSE THE CORRECT CATEGORIES WHEN YOU CLAIM YOUR LISTING (I.E. “FORD DEALER” OR “USED CAR DEALER”)

3) LOCAL PHONE NUMBER

MAKE SURE YOU LIST YOUR LOCAL PHONE NUMBER, NOT A TOLL-FREE NUMBER.

4) KEYWORDS IN BUSINESS DESCRIPTION

MAKE SURE YOU USE IMPORTANT KEYWORDS IN YOUR DEALERSHIP’S BUSINESS DESCRIPTION

5) CUSTOMER REVIEWS

HOW MANY REVIEWS DOES YOUR DEALERSHIP HAVE... AND ARE THEY POSITIVE?

REVIEWS NOW CARRY MORE SEO WEIGHT

BESIDES BOOSTING YOUR GOOGLE PLACES LISTING, GOOGLE IS NOW FACTORING CUSTOMER REVIEWS INTO STANDARD ORGANIC SEARCH RESULTS. POSITIVE REVIEWS CAN ACTUALLY BOOST YOUR ORGANIC PLACEMENT... AND NEGATIVE REVIEWS CAN LOWER YOU!

OPTIMIZE YOUR GOOGLE PLACES LISTING

JUST CLAIMING YOUR LISTING ISN’T ENOUGH. YOU’VE GOT TO HELP YOUR LISTING STAND OUT BY COMPLETELY OPTIMIZING.

USE CORRECT NAME AND CONTACT INFO

ENTER YOUR ACTUAL DEALERSHIP NAME (DON’T STUFF KEYWORDS) ENTER YOUR EXACT MAILING ADDRESS (MAKE SURE IT’S CORRECT) ENTER YOUR LOCAL TELEPHONE NUMBER

CHOOSE APPROPRIATE CATEGORIES

ONLY CHOOSE THE CATEGORIES THAT APPLY TO YOUR DEALERSHIP

WRITE A COMPELLING DESCRIPTION

USE YOUR TARGET KEYWORDS AND WRITE A UNIQUE DESCRIPTION THAT WILL INTEREST POTENTIAL CUSTOMERS WRITE FOR PEOPLE, NOT FOR SEARCH ENGINES

ADD PHOTOS AND VIDEOS YOU CAN ADD UP TO 10 PHOTOS AND 5 VIDEOS TO YOUR PLACES LISTING. SHOW YOUR LOCATION, NOT SINGLE INVENTORY UNITS.

ADD COUPONS

CLICK THE “OFFERS” TAB AND CREATE COUPONS. SYSTEM AUTOMATICALLY CREATES DESKTOP AND MOBILE VERSIONS OF YOUR COUPONS AND DISPLAYS THEM ON YOUR LISTING.

QR CODES DIMENSION THREE

QR CODES – “QUICK RESPONSE CODES” A 2D MATRIX BAR CODE CAPABLE OF STORING 4,296 ALPHANUMERIC OR 7, 089 NUMERIC CHARACTERS. CREATED IN 1994 IN JAPAN TO TRACK VEHICLE PARTS.

OF SMARTPHONE USERS WOULD BE LIKELY TO RECALL AN AD FEATURING A QR CODE.

72%

SOURCE:  MGH,  MARCH  2011

OF SMARTPHONE USERS ARE INTERESTED IN USING A QR CODE 70%

SOURCE:  MGH,  MARCH  2011

INCREASE IN QR SCANNING FROM JULY TO DECEMBER 2010 1200%

US SMARTPHONE USERS SCANNED A QR CODE WITH A MOBILE DEVICE IN JUNE

14 MILLION

SOURCE:  COMSCORE,  AUGUST  2011

BEST BUY ADDED QR CODES TO PRODUCT TAGS IN SEPTEMBER OF 2010

EACH STORE HAS ITS OWN UNIQUE SET OF QR CODES – SO THE CORPORATE OFFICE CAN TRACK WHICH STORES’ QR CODES GET SCANNED.

QR CODES HAVE ALSO BEEN ADOPTED BY:

IN YOUR CURRENT PRINT ADS, YOUR CUSTOMERS HAVE TO REMEMBER YOUR URL

YOUR ADS LIST YOUR URL, OR YOU ASK THEM TO FOLLOW YOU ON FACEBOOK. WHY RELY ON THEM TO REMEMBER WHEN A QR CODE ALLOWS INSTANT CONNECTION?

CREATE TRACKABLE QR CODES AND USE THEM ON ALL PRINTED MEDIA

1) LOG IN TO GOOGLE’S URL BUILDER TOOL

DO A GOOGLE SEARCH FOR “GOOGLE URL BUILDER” OR JUST VISIT http://bit.ly/gd6NOL (THE ACTUAL URL IS LONG)

OR, SCAN THIS QR CODE WITH YOUR SMARTPHONE

2) ENTER YOUR URL

ANY URL YOU WANT TO CREATE A QR CODE FOR (DOESN’T HAVE TO BE YOUR 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 YOU DIFFERENTIATE BETWEEN SIMILAR QR CODES USED IN THE SAME MEDIA)

6) CLICK “GENERATE URL”

YOUR TRACKABLE URL IS GENERATED ON THE FLY

GOOGLE ANALYTICS TRACKING DATA IS ADDED

YOUR TRACKABLE URL CONTAINS THE THREE POINTS OF INFORMATION THAT YOU ENTERED, ALLOWING YOU TO SLICE AND DICE YOUR USAGE DATA INSIDE GOOGLE ANALYTICS AFTER THE CODES ARE SCANNED BY USERS.

7) COPY THE TRACKABLE URL

SELECT THE NEW URL IN THE BOTTOM FIELD AND COPY IT

8) GO TO WWW.BIT.LY

BIT.LY IS A URL-SHORTENING WEBSITE, WHICH AUTOMATICALLY CREATES CUSTOM QR CODES FOR ALL SHORTENED LINKS.

9) CREATE A LOGIN FOR BIT.LY

YOU DON’T HAVE TO CREATE A LOGIN TO SHORTEN URLs AND CREATE QR CODES... BUT IF YOU CREATE A LOGIN, BIT.LY WILL STORE A HISTORY OF EVERY LINK YOU’VE SHORTENED, ALONG WITH REAL-TIME USAGE STATS.

10) PASTE YOUR TRACKABLE URL INTO THE BOX

BIT.LY WILL AUTOMATICALLY SHORTEN YOUR LINK

11) CLICK THE “INFO PAGE +” LINK

YOU’LL BE TAKEN TO THE LINK INFO PAGE, WITH REAL-TIME USAGE STATS AND YOUR CUSTOM QR CODE

12) RIGHT CLICK ON QR CODE AND “SAVE AS”

SAVE THE QR CODE TO YOUR HARD DRIVE. MAKE SURE YOU GIVE IT A UNIQUE NAME.

13) INSERT THE QR CODE INTO PRINT MEDIA

NEWSPAPER ADS MAGAZINE ADS BILLBOARDS WINDOW STICKERS BROCHURES BUSINESS CARDS ANYTHING ELSE PRINTED...

USE GOOGLE ANALYTICS AND BIT.LY TO TRACK

USING THE TRACKING CODES YOU INSERTED, YOU CAN TRACK WEBSITE VISITS IN GOOGLE ANALYTICS BASED OFF OF QR SCANS. YOU CAN ALSO LOG IN TO YOUR BIT.LY ACCOUNT TO VIEW REAL-TIME USAGE AND SCAN STATS.

THE 3DIMENSIONS OF THE MODERN MOBILE MARKETER

MOBILE WEBSITES MAKE 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 MEDIA GIVE CUSTOMERS INSTANT DIGITAL CONNECTION FROM PRINTED MEDIA

QUESTIONS? Greg Gifford, VP of Marketing

greg.gifford@autorevo.com

@autorevo

THE 3DIMENSIONS OF THE MODERN MOBILE MARKETER