the 3 dimensions of the modern mobile marketer
DESCRIPTION
Slides from our presentation at Digital Dealer 11 in Las Vegas, Nevada on October 5, 2011. Mobile searches have increased 500% since 2008, 93% of adults will have a mobile phone by 2012, 74% of Internet users perform local-based searches; the trend is clearly overwhelming growth in the mobile space – but is your dealership leveraging the new mobile marketing channel right in your customer’s pocket? This powerful session covers mobile dealer websites, local search related to mobile, and the value of QR codes that will digitize your non-digital marketing channels. Learn how to make your dealership competitive in the age where everyone carries the Internet in the palm of their hand.TRANSCRIPT
THE 3DIMENSIONS OF THE MODERN MOBILE MARKETER
SESSION HASHTAG - #DD3D
3-D MOVIES ARE ALL THE RAGE IN HOLLYWOOD BECAUSE THE THEATERS CAN CHARGE A PREMIUM TICKET PRICE
THAT MODEL WON’T WORK IN THE CAR BUSINESS BECAUSE THERE WILL ALWAYS BE ANOTHER DEALER UP THE STREET TRYING TO SELL A SIMILAR VEHICLE FOR A CHEAPER PRICE THAN YOU
SO YOU HAVE TO STAND OUT FROM THE CROWD AND MARKET YOUR VEHICLES BETTER THAN YOUR COMPETITORS
DEALERS HAVE ALREADY GONE THROUGH THE TV PHASE
PHASE AND ARE LIVING IN THE COMPUTER
OF US ADULTS WILL OWN A MOBILE PHONE BY THE END OF 2011
92%
SOURCE: ELMGROUP CONSULTING, 2011
IS YOUR DEALERSHIP READY FOR MOBILE? A MARKET WHERE YOUR CUSTOMER HOLDS THE INTERNET IN THE PALM OF THEIR HAND...
MOBILE WEBSITES DIMENSION ONE
OF US MOBILE PHONE USERS ARE MORE LIKELY TO BUY FROM AN AUTO DEALER WITH A MOBILE WEBSITE
88%
SOURCE: BRAND ANYWHERE AND LUTH RESEARCH, OCTOBER 2010
YOU NEED A MOBILE WEBSITE THAT PROVIDES THE SAME
STREAMLINED USER EXPERIENCE...
REGARDLESS OF
PHONE MODEL
(NOT JUST IPHONES)
SMARTPHONE OS SHARE Q2, 2011
SOURCE: NIELSEN, Q3 2011
IPHONE, BLACKBERRY, AND ANDROID = 87% OF MARKET
YOU MUST HAVE CLICK-TO-CALL PHONE NUMBERS THE NUMBERS MUST BE DISPLAYED AS ACTUAL CLICKABLE TEXT...
YOU MUST HAVE CLICK-TO-CALL PHONE NUMBERS NOT AS PART OF YOUR BANNER IMAGE. YOU CAN’T EXPECT CUSTOMERS TO REMEMBER THE NUMBERS TO DIAL THEM ON THE PHONE OR TO CUT-AND-PASTE THEM IN ORDER TO CALL YOU.
MOBILE WEBSITE ON A SEPARATE URL SO GOOGLE SEES IT AS A SEPARATE WEBSITE
MOBILE WEBSITE INVENTORY SEARCH FILTERS MAKE IT EASY FOR CUSTOMERS TO FIND WHAT THEY’RE LOOKING FOR
EASY-TO-VIEW VEHICLE PHOTOS SHOULD BE SIMPLE AND USER-FRIENDLY
TRACK MOBILE CONVERSIONS AND TRAFFIC USE GOOGLE ANALYTICS TO SEE HOW YOUR MOBILE SITE IS PERFORMING
DISPLAY CARFAX LOGOS CUSTOMERS SEARCHING LOCALLY ARE LOOKING FOR THE BEST DEAL AND COMPARING SIMILAR VEHICLES. MAKE SURE CARFAX LOGOS ARE DISPLAYED ON THE INVENTORY LIST SO THAT POTENTIAL CUSTOMERS KNOW IMMEDIATELY IF IT’S A ONE OWNER VEHICLE.
INTEGRATED CROSS-PLATFORM VIDEO AGAIN, YOU NEED THE SAME BROWSING EXPERIENCE
REGARDLESS OF SMARTPHONE MODEL, SO YOUR MOBILE WEBSITE VIDEOS
SHOULD PLAY ON ANY PHONE, NOT JUST IPHONES.
SITE DISPLAYS CORRECTLY IN LANDSCAPE MODE MANY SMARTPHONE USERS HAVE BECOME ACCUSTOMED TO BROWSING THE WEB IN LANDSCAPE MODE. MAKE SURE YOUR MOBILE DEALER WEBSITE DISPLAYS CORRECTLY WHEN TURNED SIDEWAYS.
LOCAL SEARCH DIMENSION TWO
MOBILE SEARCHES INCREASED BY FROM 2008 TO 2010
SOURCE: GOOGLE, JUNE 2010
500%
OF INTERNET USERS PERFORM 74%
SOURCE: KELSEY GROUP, 2010
LOCAL SEARCHES
GOOGLE OWNS
98%
SOURCE: STATCOUNTER, 2010
OF THE MOBILE SEARCH MARKET
LOCAL SEARCH OPTIMIZATION IS VITAL GOOGLE PLACES IS KEY TO SUCCEEDING IN LOCAL SEARCH
SMARTPHONE LOCAL SEARCH EXERCISE
SMARTPHONE LOCAL SEARCH EXERCISE
OPEN YOUR WEB BROWSER AND DO A GOOGLE SEARCH FOR “HOUSTON USED CARS”
SMARTPHONE LOCAL SEARCH EXERCISE
TOP TWO RESULTS: PAY-PER-CLICK (PAID PLACEMENT)
SMARTPHONE LOCAL SEARCH EXERCISE
NEXT LEVEL OF RESULTS: TOP 2 OR 3 ORGANIC RESULTS
SMARTPHONE LOCAL SEARCH EXERCISE
NEXT LEVEL OF RESULTS: GOOGLE PLACES LISTINGS MAP WITH PINS, THEN LISTINGS (NOTICE PLACES BUTTONS AND REVIEW STARS)
SMARTPHONE LOCAL SEARCH EXERCISE
FINAL LEVEL OF RESULTS: WAY DOWN BELOW ORGANIC LISTINGS
SMARTPHONE LOCAL SEARCH EXERCISE
SO WHAT?
GOOGLE PLACES LISTINGS ARE DISPLAYED ABOVE MOST OF THE STANDARD ORGANIC LISTINGS. (TRUE FOR DESKTOP TOO, BUT MUCH MORE IMPORTANT FOR MOBILE)
MOBILE CUSTOMERS ARE LOOKING FOR LOCAL BUSINESSES… YOU CAN’T AFFORD NOT TO CLAIM AND OPTIMIZE YOUR GOOGLE PLACES LISTING
SMARTPHONE LOCAL SEARCH EXERCISE
SO WHAT?
TOP FIVE RANKING FACTORS FOR GOOGLE PLACES LISTINGS
1) PROXIMITY TO CENTROID
WHERE IS YOUR DEALERSHIP’S PHYSICAL LOCATION (ADDRESS) IN RELATION TO YOUR CITY? (NOW ALSO FACTORING IN CITY OUTLINES AND ZIP CODES)
2) ASSOCIATION WITH PROPER CATEGORIES
MAKE SURE YOU CHOOSE THE CORRECT CATEGORIES WHEN YOU CLAIM YOUR LISTING (I.E. “FORD DEALER” OR “USED CAR DEALER”)
3) LOCAL PHONE NUMBER
MAKE SURE YOU LIST YOUR LOCAL PHONE NUMBER, NOT A TOLL-FREE NUMBER.
4) KEYWORDS IN BUSINESS DESCRIPTION
MAKE SURE YOU USE IMPORTANT KEYWORDS IN YOUR DEALERSHIP’S BUSINESS DESCRIPTION
5) CUSTOMER REVIEWS
HOW MANY REVIEWS DOES YOUR DEALERSHIP HAVE... AND ARE THEY POSITIVE?
REVIEWS NOW CARRY MORE SEO WEIGHT
BESIDES BOOSTING YOUR GOOGLE PLACES LISTING, GOOGLE IS NOW FACTORING CUSTOMER REVIEWS INTO STANDARD ORGANIC SEARCH RESULTS. POSITIVE REVIEWS CAN ACTUALLY BOOST YOUR ORGANIC PLACEMENT... AND NEGATIVE REVIEWS CAN LOWER YOU!
OPTIMIZE YOUR GOOGLE PLACES LISTING
JUST CLAIMING YOUR LISTING ISN’T ENOUGH. YOU’VE GOT TO HELP YOUR LISTING STAND OUT BY COMPLETELY OPTIMIZING.
USE CORRECT NAME AND CONTACT INFO
ENTER YOUR ACTUAL DEALERSHIP NAME (DON’T STUFF KEYWORDS) ENTER YOUR EXACT MAILING ADDRESS (MAKE SURE IT’S CORRECT) ENTER YOUR LOCAL TELEPHONE NUMBER
CHOOSE APPROPRIATE CATEGORIES
ONLY CHOOSE THE CATEGORIES THAT APPLY TO YOUR DEALERSHIP
WRITE A COMPELLING DESCRIPTION
USE YOUR TARGET KEYWORDS AND WRITE A UNIQUE DESCRIPTION THAT WILL INTEREST POTENTIAL CUSTOMERS WRITE FOR PEOPLE, NOT FOR SEARCH ENGINES
ADD PHOTOS AND VIDEOS YOU CAN ADD UP TO 10 PHOTOS AND 5 VIDEOS TO YOUR PLACES LISTING. SHOW YOUR LOCATION, NOT SINGLE INVENTORY UNITS.
ADD COUPONS
CLICK THE “OFFERS” TAB AND CREATE COUPONS. SYSTEM AUTOMATICALLY CREATES DESKTOP AND MOBILE VERSIONS OF YOUR COUPONS AND DISPLAYS THEM ON YOUR LISTING.
QR CODES DIMENSION THREE
QR CODES – “QUICK RESPONSE CODES” A 2D MATRIX BAR CODE CAPABLE OF STORING 4,296 ALPHANUMERIC OR 7, 089 NUMERIC CHARACTERS. CREATED IN 1994 IN JAPAN TO TRACK VEHICLE PARTS.
OF SMARTPHONE USERS WOULD BE LIKELY TO RECALL AN AD FEATURING A QR CODE.
72%
SOURCE: MGH, MARCH 2011
OF SMARTPHONE USERS ARE INTERESTED IN USING A QR CODE 70%
SOURCE: MGH, MARCH 2011
INCREASE IN QR SCANNING FROM JULY TO DECEMBER 2010 1200%
US SMARTPHONE USERS SCANNED A QR CODE WITH A MOBILE DEVICE IN JUNE
14 MILLION
SOURCE: COMSCORE, AUGUST 2011
BEST BUY ADDED QR CODES TO PRODUCT TAGS IN SEPTEMBER OF 2010
EACH STORE HAS ITS OWN UNIQUE SET OF QR CODES – SO THE CORPORATE OFFICE CAN TRACK WHICH STORES’ QR CODES GET SCANNED.
QR CODES HAVE ALSO BEEN ADOPTED BY:
IN YOUR CURRENT PRINT ADS, YOUR CUSTOMERS HAVE TO REMEMBER YOUR URL
YOUR ADS LIST YOUR URL, OR YOU ASK THEM TO FOLLOW YOU ON FACEBOOK. WHY RELY ON THEM TO REMEMBER WHEN A QR CODE ALLOWS INSTANT CONNECTION?
CREATE TRACKABLE QR CODES AND USE THEM ON ALL PRINTED MEDIA
1) LOG IN TO GOOGLE’S URL BUILDER TOOL
DO A GOOGLE SEARCH FOR “GOOGLE URL BUILDER” OR JUST VISIT http://bit.ly/gd6NOL (THE ACTUAL URL IS LONG)
OR, SCAN THIS QR CODE WITH YOUR SMARTPHONE
2) ENTER YOUR URL
ANY URL YOU WANT TO CREATE A QR CODE FOR (DOESN’T HAVE TO BE YOUR HOME PAGE)
3) ENTER CAMPAIGN SOURCE
FOR THIS EXAMPLE: “DALLAS_MORNING_NEWS”
4) ENTER CAMPAIGN MEDIUM
FOR THIS EXAMPLE: “PRINT_AD”
5) ENTER CAMPAIGN NAME
FOR THIS EXAMPLE: “TRUCK_MONTH_1” (THIS IS WHERE YOU DIFFERENTIATE BETWEEN SIMILAR QR CODES USED IN THE SAME MEDIA)
6) CLICK “GENERATE URL”
YOUR TRACKABLE URL IS GENERATED ON THE FLY
GOOGLE ANALYTICS TRACKING DATA IS ADDED
YOUR TRACKABLE URL CONTAINS THE THREE POINTS OF INFORMATION THAT YOU ENTERED, ALLOWING YOU TO SLICE AND DICE YOUR USAGE DATA INSIDE GOOGLE ANALYTICS AFTER THE CODES ARE SCANNED BY USERS.
7) COPY THE TRACKABLE URL
SELECT THE NEW URL IN THE BOTTOM FIELD AND COPY IT
8) GO TO WWW.BIT.LY
BIT.LY IS A URL-SHORTENING WEBSITE, WHICH AUTOMATICALLY CREATES CUSTOM QR CODES FOR ALL SHORTENED LINKS.
9) CREATE A LOGIN FOR BIT.LY
YOU DON’T HAVE TO CREATE A LOGIN TO SHORTEN URLs AND CREATE QR CODES... BUT IF YOU CREATE A LOGIN, BIT.LY WILL STORE A HISTORY OF EVERY LINK YOU’VE SHORTENED, ALONG WITH REAL-TIME USAGE STATS.
10) PASTE YOUR TRACKABLE URL INTO THE BOX
BIT.LY WILL AUTOMATICALLY SHORTEN YOUR LINK
11) CLICK THE “INFO PAGE +” LINK
YOU’LL BE TAKEN TO THE LINK INFO PAGE, WITH REAL-TIME USAGE STATS AND YOUR CUSTOM QR CODE
12) RIGHT CLICK ON QR CODE AND “SAVE AS”
SAVE THE QR CODE TO YOUR HARD DRIVE. MAKE SURE YOU GIVE IT A UNIQUE NAME.
13) INSERT THE QR CODE INTO PRINT MEDIA
NEWSPAPER ADS MAGAZINE ADS BILLBOARDS WINDOW STICKERS BROCHURES BUSINESS CARDS ANYTHING ELSE PRINTED...
USE GOOGLE ANALYTICS AND BIT.LY TO TRACK
USING THE TRACKING CODES YOU INSERTED, YOU CAN TRACK WEBSITE VISITS IN GOOGLE ANALYTICS BASED OFF OF QR SCANS. YOU CAN ALSO LOG IN TO YOUR BIT.LY ACCOUNT TO VIEW REAL-TIME USAGE AND SCAN STATS.
THE 3DIMENSIONS OF THE MODERN MOBILE MARKETER
MOBILE WEBSITES MAKE SURE YOUR MOBILE WEBSITE SERVES ALL SMARTPHONE CUSTOMERS
LOCAL SEARCH (GOOGLE PLACES) MAKE SURE YOU CLAIM YOUR PLACES LISTING TO SUCCEED IN LOCAL SEARCHES
QR CODES TO DIGITIZE NON-DIGITAL MEDIA GIVE CUSTOMERS INSTANT DIGITAL CONNECTION FROM PRINTED MEDIA
QUESTIONS? Greg Gifford, VP of Marketing
@autorevo
THE 3DIMENSIONS OF THE MODERN MOBILE MARKETER