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George Nenni | Dominion Dealer Solutions | VP Operations | [email protected]
The Evolving Behavior of the Automotive Mobile
Shopper
George Nenni @georgenenni
No more thinking Mobile 1st…you need to be thinking mobile
1st, and 2nd, and 3rd.
No more thinking Mobile 1st…you need to be thinking mobile
1st, and 2nd, and 3rd.
We’re using Smartphones constantly
There seems to be no end to how smartphones can be used
How we heat and cool our homes
How we keep our food fresh, or…
…how we cook our fresh food
How we keep our dogs healthy
…or how we brush our teeth
…but what about automotive?
What % of online time is now spent on mobile?
A. Less than 50%B. More than 50%
More than 50% of total online
time is spent on mobile
Nearly 2 out of 3 mobile shoppers
ultimately make a purchase
Mobile shoppers focus on price and location
2014 Mobile Path to Purchase Study
Digital drives automotive shopping
Source: Google Think Insights Study, November 2013
Using Mobile for automotive research
Using Mobile exclusively during purchase
Source: xAd/Telemetrics Mobile Path to Purchase 2014
7% used a mobile
device on-site11% used a tablet
xAd/Telemetrics Mobile Path to Purchase 2014
“Showrooming” Effect
Source: xAd/Telemetrics Mobile Path to Purchase, 2014
Does your advertising mix match consumer behavior?
Facebook Ads and Automotive Dealerships
Visits to car-model pages jump 50% percent due to Facebook ads
Total page views increase 46%
Top 50 Priorities, Comscore, July 2013
Mobile is the fastest growing segment of online video
YouTube and Mobile
Tablets are growing faster than PCs ever did
Of consumers who own a Smartphone, nearly ¾ also own a tablet
Average number of hours spend on Smartphone
Average number of hours spend on Tablet
4.6
5.1
Source: Salesforce 2014 Mobile Behavior Report
How are you addressing local searches?
Mobile Playbook, 2nd edition, Google, Oct 2013
Results of local searches
Google Places, Hyperlocal ads, Reputation Management
Google Places Listings, Responsive or Adaptive Website, Mobile click-to-call ads
94% of smartphone users search for mobile
location
51% visited a store
48% called a store
Google Places Listings, Hyperlocal ads
Google Mobile Ad Choices
Mobile ad sitelinks
Mobile click-to-call
Hyperlocal with location
extensions
Responsive
vs.
Adaptive Web Design
Responsive Web Design
Pros:•Uniform designs, can fit any and all devices•Search friendly: Google prefers•Simplicity, one website to maintain and manage
Cons:•Be careful choosing images•Need to optimize for load times
Adaptive Web Design
Pros:•Experience can be more deeply tailored to mobile•Can potentially load faster, but varies by provider
Cons:•Need complicated redirects for cross-linking•Can leave tablet users in limbo•Can offer poor SEO, can be seen as duplicate content
Recommendations for Today’s Dealerships
Invest in Facebook Ads
Invest in Google Ads: Mobile Click-to-call, Ad sitelinks and Hyperlocal
• Click to call and mapping enabled
• Responsive email campaigns and landing pages
Switch to a Responsive Website
Launch Responsive Email Campaigns
Maintain A Great Online Reputation
Analyze website data for mobile activity
• % of mobile visitors
• bounce rates for relevant pages
• phone calls and form submissions from mobile browsing
• Optimize for mobile path
Know Your Mobile Analytics
Contact Info
Full Name:
Company:
Job Title :
Email:
George Nenni
Dominion Dealer Solutions
VP Operations
@georgenenni
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George Nenni | Dominion Dealer Solutions | VP Operations | [email protected]
The Evolving Behavior of the Automotive Mobile
Shopper
George Nenni @georgenenni
