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

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Slides from the presentation "The 3Dimensions of the Modern Mobile Marketer - in 3-D!" - presented at Digital Dealer 11 in Las Vegas, Nevada, on October 5, 2011. ...

Slides from the presentation "The 3Dimensions of the Modern Mobile Marketer - in 3-D!" - presented at Digital Dealer 11 in Las Vegas, Nevada, on October 5, 2011.

Mobile searches have increased 500% since 2008, 93% of adults will have a mobile phone by 2012, 74% of Internet users perform local-based searches; the trend is clearly overwhelming growth in the mobile space – but is your dealership leveraging the new mobile marketing channel right in your customer’s pocket? This powerful session covers mobile dealer websites, local search related to mobile, and the value of QR codes that will digitize your non-digital marketing channels.

Learn how to make your dealership competitive in the age where everyone carries the Internet in the palm of their hand.

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

  • 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