The document outlines an agenda and strategies for developing an effective mobile marketing plan. It discusses acquiring customers through paid search, local listings, Facebook, and video. It covers optimizing customer behavior on responsive websites through clear calls to action, forms, and web apps. It also addresses measuring outcomes like website traffic and goals through analytics and reviewing metrics, traffic lifts, affinity, and social amplification. The overall message is the importance of adopting a mobile first strategy to be found, be relevant and be everywhere customers are searching on their mobile devices.

2. 1) 2014 - Zone 3 Digital Training Commitment
2) The Omnipresence Age
3) Manufacturing your Mobile Mania Strategy!
– Launch Digital/Inspire (30 min)
4) Quick Start Strategies
5) Digital Support Contacts
6) Be a star, give a star, rate us!
7) Q&A (15 min)
Webinar Agenda

3. 2014 – Digital Training Outlook
2014- Z3 D-Training Schedule
● April 11 & 14th
– Acura Mobile Mania Webinars
- Focus: TLX Launch strategies
● August 2014 – Choose Your Own Adventure Webinar!
- Focus: Dealer Determination – Survey driven
● November 2014 – Acura National Tech Summit
- Focus: Social – FB & Instagram
Why the Summit went Digital?
● Reduction in dealer travel expenses
● Quick delivery of new trends & strategies
● Tie into Acura sales and New Model launch activities

5. Agenda
1. A few facts
2. Building a foundation
3. Customers mobile journey
a. Acquisition
b. Behavior
c. Outcomes
4. Q&A

9. So, where do you begin?

10. Lets build a house

11. Mobile Marketing Plan
complete customer cycle
Avinash Kaushik
Author of Web Analytics 2.0
Digital Marketing Evangelist - Google
Acquisition
What are we doing to attract visitors?
Behavior
What happens when they get to our mobile
website?
Outcome
Did we attain more traffic to our website? Did
we get additional leads? Did we sell more
cars? Did we make money?

12. Acquisition - paid search

13. Acquisition - local
Local syndication
using Yext or manually

14. Acquisition - Facebook
Facebook retargeting

15. Acquisition - Video
Mobile Video
http://www.youtube.com/yt/press/statistics.html
● 40% of all YouTube video is mobile
● 1 billion users per month
● Using HTML5, YouTube, Vimeo there are
now many possibilities with video
● Comments are pushed to Google+
● YouTube search is largest source of
traffic against myth that Google search is
higher
GOAL - Get the user to subscribe

16. Acquisition - Twitter

17. Behavior - Responsive Website
Design
https://developers.google.com/webmasters/smartphone-sites/details

18. Behavior - CTA
Message CTA needs to be
clear and on top
Call to action in contrasting
colors
Dynamic content ensures
your website is always up
to date

19. Behavior - CTA
Click to call from mobile is
vital
Directions should be
clickable
EVERY CTA should be accessible
with your thumb!

20. First name
Last name
e-mail
Behavior - form & web app
Get More Information
Questions? Call 708-891-4440
Form fields needs to be
clear and short
Add to homescreen
web app shortcut

21. Behavior - optimization

22. Outcome - review metrics
GA > Acquisition > (add segment) + (show all goals)
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23. Outcome - ups
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24. Outcome - affinity

25. Outcome - social amplification

26. Outcome - Action Plan
1. Mobile paid search ads
2. Local search
3. Facebook retargeting and display using testimonials/stories
4. Video HTML5, Vimeo or YouTube
5. Twitter look-a-like advertising
1. Ensure you have responsive (preferred) or adaptive design with GA
2. Click to call above fold
3. Hours and directions visible link above fold
4. Limited form fields
5. Optimized landing page with (web app shortcut)
1. Review analytics (sales, leads, calls, time on page, clicks)
2. Review lot traffic and lift in interest (offline)
3. Review affinity and in market options in Google Analytics
4. Review social amplification (likes, shares, +’s, tweets)
5. Make notes of creative elements and options to change
Acquisition
Behavior
Outcome

27. Contact Me

28. ● Adopt a Mobile 1st
Strategy
● “Be Found, Be Relevant, Be Everywhere”
● Add fresh website content (SEO)
○ Integrate Banner Advertising & Retargeting
○ Develop a smart SEM strategy
○ Implement an Integrated Video Strategy
(conquest & pre-roll)
● Go Social (Multi-channel)
○ FB, Twitter, Google +, You Tube, LinkedIn,
etc.
○ Build your brand identity
○ Adopt a routine posting strategy
● Reputation Management
Quick Start Strategies