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Mastering the mobile check in digital dealer october 2012

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Cars.com Dealer Training Manager, Jack Simmons, presents "Mastering the Mobile Check-in" at Digital Dealer 13'

Published in: Automotive
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Mastering the mobile check in digital dealer october 2012

  1. 1. Master the Mobile Check-In Harnessing the Power of Location-Based Marketing to Connect with More Car Shoppers 1
  2. 2. About MeJack Simmons • Dealer Training Manager, Cars.com • Over 35 years of automotive retail experienceConnect with Me: dealers.cars.com/facebook dealers.cars.com/twitter jasimmons@cars.comTweet to us at @dealeradvantage
  3. 3. Today’s SO|LO|MO Shopper Nearly half of of mobile The number U.S. online Consumers want to read adults follow a users isvia social media retailer as many as 10Twitter Facebook, reviews expected to increase from 650 million a bloga local before choosing to 1.3 or in 2011 business billion by 2016 That’s more than the total number of social media users on all platforms today. Sources: Shop.org Social Commerce Study, BrightLocal Annual Consumer Review Study, Juniper Research: Mobile Social Media, 2011
  4. 4. Cars.com/Nielsen Study: June 2012 Cars.com commissioned Nielsen to conduct a survey of over 1,500 participants… They found that mobile makes it easy for shoppers to access vehicle prices and comparisons, dealer information and even social networking sites for recommendations, etc.
  5. 5. Today’s Agenda Engage the Mobile Measure Social Landscape your Traffic Shopper
  6. 6. Smartphones Dominate Shopping“It‘s estimated that the combined installed base of smartphonesand browser-equipped enhanced phones will surpass 1.82 billionunits by 2013, eclipsing the total of 1.78 billion PCs by then.” eMarketer, Getting To Know The Mobile Population 6
  7. 7. Smart Devices Dominate Shopping 83% of mobile 48% of mobile car shoppers car shoppers have a have a tablet smartphone Up from 28%! Cars.com: Mobile Web and App Usage for Automotive Shoppers (Source: Nielsen, 2012)
  8. 8. Is your Website Truly Mobile? Develop Mobile Websites and Apps ◦ Create a mobile-ready version of your dealership website ◦ Give your customers the option of searching your website via their mobile phone ◦ Allow customers to view your inventory, see detailed vehicle listings, complete lead generation forms, or click-to-call your dealership.
  9. 9. Mobile is Essential to Vehicle Purchase Cars.com: Mobile Web and App Usage for Automotive Shoppers (Source: Nielsen, 2012)
  10. 10. Take Mobile to the Next Level… With Location Based Marketing Marketing that delivers media directly to the user of a mobile device dependent upon their location VIA GPS technology…
  11. 11. Are your Shoppers Advertising for You? 1 in 3 shoppers use mobile to… Check in to auto brand/dealership Share car research on a social network Cars.com: Mobile Web and App Usage for Automotive Shoppers (Source: Nielsen, 2012)
  12. 12. Other Location-Based Engagement  Local search  Photo tagging  Checking-in  Leaving tips  Reviews Nearly 3/4 of adults  Redeeming get real offers time, location-based  Responding to information from adds their smartphones  Tagging tweets Source: Pew Research Center’s Internet & American Life Project Jan 20-Feb 19 2012
  13. 13. Engage the Mobile Measure SocialLandscape your Traffic Shopper
  14. 14. Extend Your Reach into theSocial Community!
  15. 15. Get Listed Other Places to Claim Your Listings: • Facebook Places • Foursquare • Google+ • DealerRater.com • Angie’s List
  16. 16. Tip: Claim Your Foursquare Listing Step 1
  17. 17. Tip: Claim Your Foursquare Listing Step 2 Next, Foursquare will verify your contact phone number and e-mail address, then you’re all set!
  18. 18. Build Your Social Fan Base with Offers
  19. 19. Build Your Social Fan Base with Check-Ins
  20. 20. Engage the Mobile Measure SocialLandscape your Traffic Shopper
  21. 21. What Do You Track?
  22. 22. Why do you Track It?What are you trying Metricsto accomplish? StrategyHow are you Goaltracking yourprogress?
  23. 23. Digging Into the Numbers Share of Mobile Traffic from iPad: 12/11 5.5% 12/10 0.9% Share of Mobile Traffic from Android: 12/11 8.2% 12/10 2.0%
  24. 24. Google Analytics Click Stream vs. Page Loads
  25. 25. Foursquare Merchant Dashboard
  26. 26. Digging Into the NumbersEffecting Change
  27. 27. RecapToday’s shopper is SO|LO|MO, are you? Is your website mobile ready? Claim your listings! Measure, measure, measure!
  28. 28. Questions?
  29. 29. Thank you!

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