Navigating Mobile Marketing February 11, 2014
Alex Vetter Senior Vice President at
Cars.com
Jack Simmons Dealer Training Manager at
Cars.com
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What you will learn
• How shoppers use mobile devices throughout their research
• How to take a mobile first approach to marketing and showroom experience
• Overcome showrooming and turn mobile shoppers into sales
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Mobile is gaining speed
• Those accessing the internet from smartphones more than doubled over the last four years from 25% to 60%1
• More than half of the digital population use multiple devices to access the web2
• 79% of mobile device users have shopped on their smartphones or tablets3
Source: 1. Pew Internet & American Life Project. Sept, 16th 2013 2. Maeve Duggan & Aaron Smith. Cell Internet Use 2013 3. Nielsen. How U.S. Smartphone and Tablet Owners Use Their Devices for Shopping, 2012
Poll Question: Do you use your mobile device as
a shopping companion?
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Mobile use in automotive shopping process is on the rise
*Who intended to purchase or lease within 2 years Source: J.D. Power, 2012 and 2013 Automotive Mobile Site StudySM
41%
71%
2012 2013
U.S. Vehicle Shoppers Who Have Visited and Automotive Website or App via Smartphone*
73%
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Cars.com site data supports this trend
NEARLY HALF OF THE TRAFFIC TO CARS.COM NOW COMES FROM MOBILE DEVICES
MOBILE VIEWS OF VEHICLE PAGES ON CARS.COM HAVE INCREASED 74% YEAR-OVER-YEAR
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Cars.com site data supports this trend
SMARTPHONE TRAFFIC BY CARS.COM DEVICE
Smartphone
33%
Desktop/
Laptop
56%
Tablet to
Cars.com
10%
iPad App
1%
Poll Question: Have you experienced
increased mobile traffic?
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8 IN 10 PANELISTS USED THEIR SMARTPHONES IN THEIR CAR SHOPPING PROCESS
1 IN 4 ONLY USED THEIR SMARTPHONE TO RESEARCH PRIOR TO VISITING A DEALERSHIP
Mobile shoppers are a crucial audience
1 IN 3 USED MUTLIPLE DEVICES TO RESEARCH PRIOR TO VISITING A DEALERSHIP
Source: Mobile Device Use at the Dealership Study, Placed, Inc., Jan 2014
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Devices used to research prior to dealer visit
59%
48%
19%
Source: Mobile Device Use at the Dealership Study, Placed, Inc., Jan 2014
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Mobile devices give rise to showrooming at the dealership
SHOWROOMING [shoh-room-ing] verb Showrooming is the practice of examining merchandise in a retail store without purchasing it, then shopping online for a better deal for the same item.
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Mobile devices give rise to showrooming at the dealership
OF AUTO SHOPPERS RESEARCHED ONLINE WHILE AT THE DEALERSHIP 63%
MORE THAN HALF OF SHOPPERS WHO USED THEIR SMARTPHONE TO RESEARCH ON A DEALER LOT
VISITED ADDITIONAL DEALERSHIPS AS A RESULT OF INFORMATION FOUND ON THEIR DEVICE
Source: Mobile Device Use at the Dealership Study, Placed, Inc., Jan 2014
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On-the-lot mobile shoppers are still open to influence
36%
62%
No Mobile Research At Dealer Used Mobile On-The-Lot
Visited Additional Dealerships Within a Day Percent of Respondents
72%
Source: Mobile Device Use at the Dealership Study, Placed, Inc., Jan 2014
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56%
28%
25%
19%
13%
3rd Party Site*
OEM app or website
Dealership app or website
Search Engine
Consumer review app orwebsite
Website/App Used While at Dealership Shoppers Researching While On The Lot
*3rd party sites include: AutoTrader.com, Cars.com, Edmunds.com, KBB.com
While on-the-lot shoppers relied upon third party sites most often
Source: Mobile Device Use at the Dealership Study, Placed, Inc., Jan 2014
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Information related to price, inventory and reviews were most researched
Source: Mobile Device Use at the Dealership Study, Placed, Inc., Jan 2014
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Price, inventory and advertising were top drivers of additional visits
57%
42%
33%
24%
22%
14%
Better price
Found vehicle at other dealership(s)
Advertisement for nearby dealership
Better reviews about other dealer or vehicle
Found nearby dealership on map
Compared specs of vehicles
Information Found on Mobile Device That Persuaded Shoppers to Visit Additional Dealer(s) Percent of Mobile Users at Dealership
That Visited Multiple Dealers
Source: Mobile Device Use at the Dealership Study, Placed, Inc., Jan 2014
CONSUMERS ARE GOING MOBILE without a mobile first marketing plan you lose opportunities to reach and influence
today’s savvy mobile shoppers
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Take your marketing mobile
Don’t wait to invest in mobile marketing or you’ll lose your first-mover advantage. The time is now to reach mobile shoppers.
Make sure paid inventory listings are optimized for mobile
Look for opportunities to reach shoppers across screens – desktop, tablet and smartphone
Take your website mobile and be sure all ads click-through to a mobile ready landing page or you’re wasting your dollars
Have a presence on sites that reach shoppers at critical points of consideration on the lot
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Give your showroom a mobile tune-up
A mobile optimized showroom allows you to provide better service and separate yourself from the competition.
Give shoppers a consistent experience by aligning your in-store pitch and offers with digital information they are finding on their phones
Teach your sales staff about mobile shopping behavior
Provide free Wi-Fi in the showroom and on your lot
Use tablets to engage shoppers in the sales process and help them compare options
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Standout with mobile shoppers
Know what content catches the eye of mobile shoppers to increase consideration and conversion.
Use special offers to communicate incentives and deals that can lure savvy mobile shoppers to your lot
Get your reputation up to speed – mobile shoppers seek reviews and quality can set you apart
Prominently promote important information such as address phone numbers and hours of service as sometimes shoppers are just searching for your store
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Be sure to test all mobile sites regularly with different cell phone models and carriers to be sure that all
visitors have full functionality. – Muhammad, Ohio
Everyone lives on their mobile devices now, so make sure
when you email your customers you format it so that it is easy
for them to read on their phone. – Tim, IL
Check your company website on mobile
devices to make sure your mobile customers
are seeing what you want them to see. -
Nichole, MI
Make sure your text is resized to be readable w/out pinch and zoom. The less pinching and
zooming, the more pleasurable to browse
through it. – Eric, Georgia
While customers are waiting for finance, service, etc. give them an iPad or mobile device to put in a review about their experience on
Cars.com! – Brandon, OH
Go mobile tips from you
WHERE TO GET MORE INFORMATION:
Today’s Presentation: Automotive News Archive: www.autonews.com/carscomwebinar
Navigating Mobile Marketing Guide: http://dealeradvantage.cars.com
Questions?