A presentation originally delivered at the 23rd Digital Dealer conference. The material focuses heavily on mobile and voice search in the automotive industry.

1. THE FUTURE OF
DIGITAL MARKETING
A C C O R D I N G T O …
Shaun Raines I I No One I shaun@dealeron.com

3. MOBILE
&
VOICESEARCH

4. 1968
The BEATLES

9. MOBILE
Source: http://www.pewinternet.org/fact-sheet/mobile/
OF AMERICANS95%
OWN A CELL PHONE

10. MOBILE
ON AVERAGE…•5.6 HOURS PER DAY ON THE INTERNET
•2.8 OF THOSE ARE MOBILE
•SO… 51% OF OUR INTERNET USAGE IS MOBILE

11. OF CAR DEALERS DO NOT
UNDERSTAND HOW MOBILE SEARCH
IS AFFECTING THEIR BUSINESS
95+%
Source: my experience rich opinion

12. I SHOULD HAVE KNOWN BETTER

13. SPEND GAP
25%
12%
TIME SPENT AD SPEND

14. I WANT TO HOLD
YOUR HAND

15. SITELINKS
CALL EXT
LOCATION EXT MSG EXT

16. MOBILE MAP MATTERS

17. MOBILE CONQUEST?

18. YOU CAN’T DO THAT

19. MOBILE
CONQUEST? COMPETITORS?

20. YOU’RE NOT A TOOTSIE POP!

21. Watch out
for this $#!+ too!
Rat bastard SEM
providers!!!

22. TELL ME

23. SHARE OF AUTOMOTIVE SEARCHES
INITIATED ON A MOBILE DEVICE
62%Source: Hitwise –mobile marketing stats May 2016

24. TAKEAWAYS
MOBILE
SEARCH

25. LET IT BEEXCEPT WHEN IT COMES TO YOUR WEBSITE
• APP CX THINKING VERSUS COPYCAT WEBSITES

26. ELEANOR RIGBYDIED IN A CHURCH, DON’T LET YOKO PPC BE THE DEATH OF
YOUR MOBILE SEARCH SUCCESS
• REVIEW AND ADJUST MOBILE AD SPEND VS DESKTOP
• SITELINKS. USE THEM ALL AND USE THEM SMART
• AD EXTENSIONS. CALL-LOCATION-TEXT-CALLOUT
• MOBILE MAP PACK AWARENESS

28. VOICE“50%OF SEARCHES WILL BE VOICE BY 2020”Source: comScore
“FROM 2008 TO 2016, GOOGLE VOICE
QUERIES HAVE GROWN BY 35%”

30. WTF IS VOICE SEARCH?

33. VOICE TECH
VIRTUAL ASSISTANTS
TV/MEDIA REMOTES
MOBILE ASSISTANTS
EXAMPLE CAPABILITY
AMAZON ALEXA
AMAZON ECHO
GOOGLE HOME
HOME CONTROL - MUSIC
QUICK FACTS - WEATHER/NEWS
LIST MAKING - SHOPPING
AMAZON FIRESTICK
ROKU
CHANGE CHANNELS
FIND SHOWS
SET TIMERS & PREFERENCES
SIRI
OK GOOGLE
WEB SEARCH - PHONE CALLS
DICTATE TEXTS - FIND LOCATIONS
MOBILE ASSISTANTS OK GOOGLE
CORTANA
WEB SEARCH

34. WHAT WE KNOW ABOUT VOICE SEARCH (SO FAR).

35. WHY PEOPLE USE VOICE SEARCH
EASIER
33%
FASTER
26%
UNABLE TO
TYPE OR LOOK
AT PHONE
26%
FUN
15%
OTHER
0%
EASIER FASTER UNABLE TO TYPE OR LOOK AT PHONE FUN OTHER

36. 0 10 20 30 40 50 60
DRIVING
OTHER ACTIVITY
WATCHING TV
WORKING
COOKING
EXERCISING
BATHROOM
WITH FRIENDS
IN BED
WHEN DO PEOPLE USE VOICE SEARCH THE MOST?
WHEN DO PEOPLE USE VOICE SEARCH THE MOST?

37. 49.4
42.5
5.1
1.8 0.7 0.4
0
10
20
30
40
50
60
GOOGLE SIRI CORTANA ALEXA WHO CARES DOESN'T MATTER
MOST POPULAR SEARCH ASSISTANTS ON
SMARTPHONES

38. 76 78 80 82 84 86 88 90 92 94
CORTANA
ALEXA
GOOGLE
SIRI
WHICH VOICE SEARCH ASSISTANTS ARE MOST ACCURATE

39. VOICE SEARCH & PPC
• Very few (less than 1%) paid search keywords
contain “OK Google”
• Search behavior change not evident (yet). 66% of
“OK Google” searches are spoken the same way they
would be typed

40. VOICE SEARCH MATTERS

45. IT WON’T BE LONG

47. MAYBE…
They don’t enter
Not Amazon (products)
Not Google
Don’t need VS like others
They wait… how social is Siri?
If Alexa is going to be the next
“home phone”, Facebook will
want a piece of this action and
Messenger will be the
vanguard.
They integrate like they’ve done
all along. In this scenario
Echo, Alexa, Home, HomePod
all become Facebook devices
sooner or later.
They use what they ALREADY
HAVE! Their virtual reality
headset, Oculus has voice
controls… like Kinect and Xbox
One… with Oculus, voice
control isn’t a product, it’s a
feature. The FB play here is to
create a VR market. In the
meantime, MAGA will keep
growing VS market share.
If it all gets social enough, FB
will be there.

48. TAKEAWAYS
VOICE
SEARCH

49. Impressive
parenting right
there!
Charlie sheen
would take
better care of
that kid!!!

50. YESTERDAY
JUST LIKE
• LOCAL LISTINGS CAN GUIDE “NEAR ME” SEARCHES
• LONG TAIL KEYWORDS MORE PREVALENT WITH VS
• ANSWER BOXES PLAY ROLE IN QUICK FACT SEARCHES
• MAINTAIN GOOGLE REVIEWS AND YELP
CURRENT SEO TACTICS & STRATEGIES APPLY

51. ALL YOU NEED IS
• INDUSTRIES THAT BEGIN TO RAMP UP VS FIRST
• KEYWORD BEHAVIOR CHANGES (NATURAL LANGUAGE)
AND TO WATCH YOUR DATA FOR SIGNS OF:

52. • THINK THROUGH HYPOTHETICAL SCENARIOS FOR CAR
BUYERS IN DIFFERENT STAGES AND THEN SAY THOSE
THINGS INTO THE DEVICES TO SEE HOW THEY
RESPOND
• CONSIDER POSSIBLE INTEGRATIONS THAT MIGHT
MAKE SENSE FOR CAR SHOPPERS AND OWNERS
JUST DON’T FORGET TO THINK. HERE ARE SOME TIPS:
WE CAN WORK IT OUT

53. FOLLOW THE WIZARD OF MOZ

54. STRATEGIC
DIFFICULT TO
AGGREGATE AND
PRESENT SIMPLY =
SAFE
EASY TO AGGREGATE
AND PRESENT SIMPLY =
DANGEROUS

55. TACTICAL
KEEP YOUR EYE ON ABSOLUTE SEARCH VOLUME.
AS VOICE SEARCH GROWS IT HAS BEEN AND WILL
CONTINUE TO BE ADDITIVE. TYPED SEARCH
INCREASES YoY TOO!
http://bit.ly/getmorewiz

56. GOODBYE
HELLO,

61. Contact Info
Full Name: Shaun Raines
Company: DealerOn
Job Title: VP Business Development
Email: shaun@dealeron.com