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 THETVPHASE

AND ARE LIVING IN THE INTERNET PHASE

92%OF US ADULTSWILL OWN AMOBILE PHONEBY THE END OF 2011 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

88%OF US MOBILEPHONE USERS AREMORE LIKELY TO BUYFROM AN AUTO DEALERWITH A MOBILE WEBSITE 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, 2011IPHONE, BLACKBERRY, AND ANDROID = 87% OF MARKET SOURCE: NIELSEN, Q3 2011

YOU MUST HAVECLICK-TO-CALLPHONE NUMBERSTHE NUMBERS MUST BE DISPLAYEDAS ACTUAL CLICKABLE TEXT...

YOU MUST HAVECLICK-TO-CALLPHONE NUMBERSNOT 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 URL SO 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 PHOTOS SHOULD 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 ARELOOKING FOR THE BEST DEAL ANDCOMPARING SIMILAR VEHICLES.MAKE SURE CARFAX LOGOS ARE DISPLAYEDON THE INVENTORY LIST SO THAT POTENTIALCUSTOMERS KNOW IMMEDIATELY IF IT’SA 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 MODEMANY SMARTPHONE USERS HAVE BECOME ACCUSTOMEDTO BROWSING THE WEB IN LANDSCAPE MODE.MAKE SURE YOUR MOBILE DEALER WEBSITEDISPLAYS CORRECTLY WHEN TURNED SIDEWAYS.

LOCAL SEARCH DIMENSION TWO

MOBILE SEARCHES INCREASED BYFROM 2008 TO 2010 500% SOURCE: GOOGLE, JUNE 2010

74% OF INTERNET USERS PERFORM LOCAL SEARCHES SOURCE: KELSEY GROUP, 2010

GOOGLE OWNS 98%OF THE MOBILE SEARCH MARKET SOURCE: STATCOUNTER, 2010

LOCAL SEARCH OPTIMIZATION IS VITALGOOGLE PLACES IS KEY TO SUCCEEDING IN LOCAL SEARCH

SMARTPHONELOCAL SEARCHEXERCISE

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

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

SMARTPHONELOCAL SEARCHEXERCISE NEXT LEVEL OF RESULTS: TOP 2 OR 3 ORGANIC RESULTS

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

SMARTPHONELOCAL SEARCHEXERCISE FINAL LEVEL OF RESULTS: WAY DOWN BELOW ORGANIC LISTINGS

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

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

TOP FIVE RANKING FACTORSFOR GOOGLE PLACES LISTINGS

1) PROXIMITY TO CENTROIDWHERE IS YOUR DEALERSHIP’SPHYSICAL LOCATION (ADDRESS)IN RELATION TO YOUR CITY?(NOW ALSO FACTORING INCITY OUTLINES AND ZIP CODES)

2) ASSOCIATION WITH PROPER CATEGORIESMAKE SURE YOU CHOOSETHE CORRECT CATEGORIESWHEN YOU CLAIM YOUR LISTING(I.E. “FORD DEALER” OR“USED CAR DEALER”)

3) LOCAL PHONE NUMBERMAKE SURE YOU LIST YOURLOCAL PHONE NUMBER,NOT A TOLL-FREE NUMBER.

4) KEYWORDS IN BUSINESS DESCRIPTIONMAKE SURE YOU USEIMPORTANT KEYWORDSIN YOUR DEALERSHIP’SBUSINESS DESCRIPTION

5) CUSTOMER REVIEWSHOW MANY REVIEWS DOESYOUR DEALERSHIP HAVE...AND ARE THEY POSITIVE?

REVIEWS NOW CARRY MORE SEO WEIGHTBESIDES 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 LISTINGJUST CLAIMING YOURLISTING ISN’T ENOUGH.YOU’VE GOT TO HELPYOUR LISTING STANDOUT BY COMPLETELYOPTIMIZING.

USE CORRECT NAME AND CONTACT INFOENTER YOUR ACTUALDEALERSHIP NAME(DON’T STUFF KEYWORDS)ENTER YOUR EXACTMAILING ADDRESS(MAKE SURE IT’S CORRECT)ENTER YOUR LOCALTELEPHONE NUMBER

CHOOSE APPROPRIATE CATEGORIESONLY CHOOSE THECATEGORIES THATAPPLY TO YOURDEALERSHIP

WRITE A COMPELLING DESCRIPTIONUSE YOUR TARGETKEYWORDS AND WRITEA UNIQUE DESCRIPTIONTHAT WILL INTERESTPOTENTIAL CUSTOMERSWRITE FOR PEOPLE,NOT FORSEARCH ENGINES

ADD PHOTOS AND VIDEOSYOU CAN ADD UP TO10 PHOTOS AND5 VIDEOS TO YOURPLACES LISTING.SHOW YOUR LOCATION,NOT SINGLE INVENTORYUNITS.

ADD COUPONSCLICK 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 OR 7, 089 NUMERICCHARACTERS.CREATED IN 1994 IN JAPANTO TRACK VEHICLE PARTS.

72%OF SMARTPHONEUSERS WOULD BELIKELY TO RECALLAN AD FEATURINGA QR CODE. SOURCE: MGH, MARCH 2011

70% OF SMARTPHONE USERS ARE INTERESTED IN USING A QR CODE SOURCE: MGH, MARCH 2011

1200% INCREASE IN QR SCANNING FROM JULY TO DECEMBER 2010

14 MILLIONUS SMARTPHONEUSERS SCANNEDA QR CODEWITH A MOBILEDEVICE IN JUNEIN 2011 SOURCE: COMSCORE, AUGUST 2011

BEST BUY ADDED QR CODESTO PRODUCT TAGS IN SEPTEMBER OF 2010EACH 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, YOURCUSTOMERS 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 ANDUSE THEM ON ALL PRINTED MEDIA

1) LOG IN TO GOOGLE’S URL BUILDER TOOLDO A GOOGLE SEARCH FOR“GOOGLE URL BUILDER”OR JUST VISIThttp://bit.ly/gd6NOL(THE ACTUAL URL IS LONG) OR, SCAN THIS QR CODE WITH YOUR SMARTPHONE

2) ENTER YOUR URLANY URL YOU WANT TOCREATE A QR CODE FOR(DOESN’T HAVE TO BEYOUR HOME PAGE)

3) ENTER CAMPAIGN SOURCEFOR THIS EXAMPLE:“DALLAS_MORNING_NEWS”

4) ENTER CAMPAIGN MEDIUMFOR THIS EXAMPLE:“PRINT_AD”

5) ENTER CAMPAIGN NAMEFOR THIS EXAMPLE:“TRUCK_MONTH_1”(THIS IS WHERE YOUDIFFERENTIATE BETWEENSIMILAR QR CODESUSED IN THE SAME MEDIA)

6) CLICK “GENERATE URL”YOUR TRACKABLE URLIS GENERATED ON THE FLY

GOOGLE ANALYTICS TRACKING DATA IS ADDEDYOUR TRACKABLE URLCONTAINS THE THREEPOINTS OF INFORMATIONTHAT YOU ENTERED,ALLOWING YOU TOSLICE AND DICE YOURUSAGE DATA INSIDEGOOGLE ANALYTICSAFTER THE CODES ARESCANNED BY USERS.

7) COPY THE TRACKABLE URLSELECT THE NEWURL IN THE BOTTOMFIELD AND COPY IT

8) GO TO WWW.BIT.LYBIT.LY IS A URL-SHORTENINGWEBSITE, WHICH AUTOMATICALLYCREATES CUSTOM QR CODESFOR ALL SHORTENED LINKS.

9) CREATE A LOGIN FOR BIT.LYYOU 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 BOXBIT.LY WILL AUTOMATICALLYSHORTEN YOUR LINK

11) CLICK THE “INFO PAGE +” LINKYOU’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 MEDIANEWSPAPER ADSMAGAZINE ADSWINDOW STICKERSBROCHURESBUSINESS CARDSANYTHING ELSE PRINTED...

USE GOOGLE ANALYTICS AND BIT.LY TO TRACKUSING 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-TIMEUSAGE AND SCAN STATS.

THE 3DIMENSIONS OF THE MODERN MOBILE MARKETERMOBILE WEBSITES MAKE SURE YOUR MOBILE WEBSITE SERVES ALL SMARTPHONE CUSTOMERSLOCAL SEARCH (GOOGLE PLACES) MAKE SURE YOU CLAIM YOUR PLACES LISTING TO SUCCEED IN LOCAL SEARCHESQR CODES TO DIGITIZE NON-DIGITAL MEDIA GIVE CUSTOMERS INSTANT DIGITAL CONNECTION FROM PRINTED MEDIA

THE 3DIMENSIONSOF THE MODERN MOBILE MARKETER QUESTIONS? Bill Berry, VP of Sales bill.berry@autorevo.com @autorevo

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The 3 Dimensions of the Modern Mobile Marketer - in 3-D!

by AutoRevo on Apr 25, 2011

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