Slides from the presentation "The 3Dimensions of the Modern Mobile Marketer - in 3-D!" - presented 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.

1. THE 3DIMENSIONS
OF THE MODERN MOBILE MARKETER
SESSION HASHTAG - #DD3D

2. 3-D MOVIES ARE ALL THE RAGE IN HOLLYWOOD
BECAUSE THE THEATERS CAN CHARGE A PREMIUM TICKET PRICE

3. 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

4. SO YOU HAVE TO STAND OUT FROM THE CROWD
AND MARKET YOUR VEHICLES BETTER THAN YOUR COMPETITORS

5. DEALERS HAVE
ALREADY GONE
THROUGH THE
TV
PHASE

6. AND ARE LIVING IN THE INTERNET
PHASE

7. 92%
OF US ADULTS
WILL OWN A
MOBILE PHONE
BY THE END OF 2011
SOURCE: ELMGROUP CONSULTING, 2011

8. IS YOUR DEALERSHIP READY FOR MOBILE?
A MARKET WHERE YOUR CUSTOMER HOLDS THE INTERNET IN THE PALM OF THEIR HAND...

9. MOBILE WEBSITES
DIMENSION ONE

10. 88%
OF US MOBILE
PHONE USERS ARE
MORE LIKELY TO BUY
FROM AN AUTO DEALER
WITH A MOBILE WEBSITE
SOURCE: BRAND
ANYWHERE
AND
LUTH
RESEARCH,
OCTOBER
2010

11. YOU NEED A MOBILE WEBSITE
THAT PROVIDES THE SAME
STREAMLINED USER
EXPERIENCE...
REGARDLESS OF
PHONE MODEL
(NOT JUST IPHONES)

12. SMARTPHONE OS SHARE Q2, 2011
IPHONE, BLACKBERRY, AND ANDROID = 87% OF MARKET
SOURCE: NIELSEN,
Q3
2011

13. YOU MUST HAVE
CLICK-TO-CALL
PHONE NUMBERS
THE NUMBERS MUST BE DISPLAYED
AS ACTUAL CLICKABLE TEXT...

14. 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.

15. MOBILE WEBSITE ON A SEPARATE URL
SO GOOGLE SEES IT AS A SEPARATE WEBSITE

16. MOBILE WEBSITE INVENTORY SEARCH FILTERS
MAKE IT EASY FOR CUSTOMERS TO FIND WHAT THEY’RE LOOKING FOR

17. EASY-TO-VIEW VEHICLE PHOTOS
SHOULD BE SIMPLE AND USER-FRIENDLY

18. TRACK MOBILE CONVERSIONS AND TRAFFIC
USE GOOGLE ANALYTICS TO SEE HOW YOUR MOBILE SITE IS PERFORMING

19. 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.

20. 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.

21. 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.

22. LOCAL SEARCH
DIMENSION TWO

23. MOBILE SEARCHES INCREASED BY
FROM 2008 TO 2010
500%
SOURCE: GOOGLE,
JUNE
2010

24. 74% OF INTERNET USERS PERFORM
LOCAL SEARCHES
SOURCE: KELSEY GROUP,
2010

25. GOOGLE OWNS 98%
OF THE MOBILE SEARCH MARKET
SOURCE: STATCOUNTER,
2010

26. LOCAL SEARCH OPTIMIZATION IS VITAL
GOOGLE PLACES IS KEY TO SUCCEEDING IN LOCAL SEARCH

27. SMARTPHONE
LOCAL SEARCH
EXERCISE

28. SMARTPHONE
LOCAL SEARCH
EXERCISE
OPEN YOUR
WEB BROWSER
AND DO A
GOOGLE SEARCH FOR
“HOUSTON USED CARS”

29. SMARTPHONE
LOCAL SEARCH
EXERCISE
TOP TWO RESULTS:
PAY-PER-CLICK
(PAID PLACEMENT)

30. SMARTPHONE
LOCAL SEARCH
EXERCISE
NEXT LEVEL
OF RESULTS:
TOP 2 OR 3
ORGANIC RESULTS

31. SMARTPHONE
LOCAL SEARCH
EXERCISE
NEXT LEVEL
OF RESULTS:
GOOGLE PLACES
LISTINGS
MAP WITH PINS,
THEN LISTINGS
(NOTICE PLACES BUTTONS
AND REVIEW STARS)

32. SMARTPHONE
LOCAL SEARCH
EXERCISE
FINAL LEVEL
OF RESULTS:
WAY DOWN BELOW
ORGANIC LISTINGS

33. SMARTPHONE
LOCAL SEARCH
EXERCISE
SO
GOOGLE PLACES
LISTINGS
ARE DISPLAYED
WHAT?
ABOVE MOST OF THE
STANDARD ORGANIC
LISTINGS.
(TRUE FOR DESKTOP TOO,
BUT MUCH MORE
IMPORTANT FOR MOBILE)

34. SMARTPHONE
LOCAL SEARCH
EXERCISE
SO
MOBILE CUSTOMERS
ARE LOOKING FOR
LOCAL BUSINESSES…
WHAT? YOU CAN’T AFFORD
NOT TO CLAIM
AND OPTIMIZE YOUR
GOOGLE PLACES
LISTING

35. TOP FIVE RANKING FACTORS
FOR GOOGLE PLACES LISTINGS

36. 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)

37. 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”)

38. 3) LOCAL PHONE NUMBER
MAKE SURE YOU LIST YOUR
LOCAL PHONE NUMBER,
NOT A TOLL-FREE NUMBER.

39. 4) KEYWORDS IN BUSINESS
DESCRIPTION
MAKE SURE YOU USE
IMPORTANT KEYWORDS
IN YOUR DEALERSHIP’S
BUSINESS DESCRIPTION

40. 5) CUSTOMER REVIEWS
HOW MANY REVIEWS DOES
YOUR DEALERSHIP HAVE...
AND ARE THEY POSITIVE?

41. 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!

42. OPTIMIZE YOUR GOOGLE PLACES LISTING
JUST CLAIMING YOUR
LISTING ISN’T ENOUGH.
YOU’VE GOT TO HELP
YOUR LISTING STAND
OUT BY COMPLETELY
OPTIMIZING.

43. 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

44. CHOOSE APPROPRIATE CATEGORIES
ONLY CHOOSE THE
CATEGORIES THAT
APPLY TO YOUR
DEALERSHIP

45. 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

46. 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.

47. 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.

48. QR CODES
DIMENSION THREE

49. 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.

50. 72%
OF SMARTPHONE
USERS WOULD BE
LIKELY TO RECALL
AN AD FEATURING
A QR CODE.
SOURCE:
MGH,
MARCH
2011

51. 70% OF SMARTPHONE USERS
ARE INTERESTED IN USING A QR CODE
SOURCE:
MGH,
MARCH
2011

52. 1200% INCREASE IN QR SCANNING
FROM JULY TO DECEMBER 2010

53. 14 MILLION
US SMARTPHONE
USERS SCANNED
A QR CODE
WITH A MOBILE
DEVICE IN JUNE
IN 2011
SOURCE:
COMSCORE,
AUGUST
2011

54. 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.

55. QR CODES HAVE ALSO BEEN ADOPTED BY:

56. 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?

57. CREATE TRACKABLE QR CODES AND
USE THEM ON ALL PRINTED MEDIA

58. 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

59. 2) ENTER YOUR URL
ANY URL YOU WANT TO
CREATE A QR CODE FOR
(DOESN’T HAVE TO BE
YOUR HOME PAGE)

60. 3) ENTER CAMPAIGN SOURCE
FOR THIS EXAMPLE:
“DALLAS_MORNING_NEWS”

61. 4) ENTER CAMPAIGN MEDIUM
FOR THIS EXAMPLE:
“PRINT_AD”

62. 5) ENTER CAMPAIGN NAME
FOR THIS EXAMPLE:
“TRUCK_MONTH_1”
(THIS IS WHERE YOU
DIFFERENTIATE BETWEEN
SIMILAR QR CODES
USED IN THE SAME MEDIA)

63. 6) CLICK “GENERATE URL”
YOUR TRACKABLE URL
IS GENERATED ON THE FLY

64. 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.

65. 7) COPY THE TRACKABLE URL
SELECT THE NEW
URL IN THE BOTTOM
FIELD AND COPY IT

66. 8) GO TO WWW.BIT.LY
BIT.LY IS A URL-SHORTENING
WEBSITE, WHICH AUTOMATICALLY
CREATES CUSTOM QR CODES
FOR ALL SHORTENED LINKS.

67. 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.

68. 10) PASTE YOUR TRACKABLE URL INTO THE BOX
BIT.LY WILL AUTOMATICALLY
SHORTEN YOUR LINK

69. 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

70. 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.

71. 13) INSERT THE QR CODE INTO PRINT MEDIA
NEWSPAPER ADS
MAGAZINE ADS
WINDOW STICKERS
BROCHURES
BUSINESS CARDS
ANYTHING ELSE PRINTED...

72. 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.

73. 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

74. THE 3DIMENSIONS
OF THE MODERN MOBILE MARKETER
QUESTIONS?
Bill Berry, VP of Sales
bill.berry@autorevo.com
@autorevo