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  1. 1. dramatically improving the way that people buy and sell cars….
  2. 2. 1970’s 1998 2008 2010
  3. 3. 25Munique visitors/month used 70% of all in-market car shoppers new certified
  4. 4. 500,000 22,000+ 30+
  5. 5. ?
  6. 6. case study:
  7. 7. 48%50M prefer Spanish 22%fastest growing audience of all car sales in US
  8. 8. How can social and mobile enhance or influence the purchasing process?
  9. 9. print
  10. 10. dealer dealer shopper AutoTrader Latino Comentarios de el concesionario 04 Mercedes Benz SS Roadster 770-859-8456 40% Auto esta disponible. Llamenos… click to call
  11. 11. Yes! We are open until 9pm!We are offering free oil change for a year on that car!…Is this car still available? I agree! Miami BMW is a great dealer! Should we buy the BMW or the Infiniti? Definitely the BMW!
  12. 12. Brand Attribute (% Top 2-Box)Is easy to shop for new and used cars 84%Cares about the Latino community 81%Helps you feel confident when 81%shopping for a carHelps you compare new and used cars side by side 80%Helps you find the car you want at the price you want 80%Is a trustworthy source of information 79%Provides the best car shopping experience for Latinos 78%Helps you control your car purchase 76%
  13. 13. 50%of in market shoppers 46% of all digital audience attributed to mobile
  14. 14. Website & Mobile OnlyMagazine & 21% Mobile 26% Mobile & Mobile & Website Magazine 23% 30%
  15. 15. monetization Direct: SMS campaign and sponsorship – OEM’s SMS Dealer response service – Dealers Indirect: Bundled in with subscription service – Dealers
  16. 16. benefits buyer: relevant user experience influences purchasing seller: real time activity that is actionable AutoTrader: increases engagement, delivers measurable value
  17. 17. conclusions Integrated cross platform experiences deliver considerable value… It’s about GRANTING THE WISHES of your users… Mobile is the Internet we always wanted… Things will continue to change…don’t be afraid to fail!
  18. 18. what’s next? español
  19. 19. thank youJose Ignacio PuenteDirector, Product Strategy: Mobile & Affiliate