George Nenni | Dominion Dealer Solutions | VP Operations | george.nenni@drivedominion.com

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

George.Nenni@DriveDominion.com

@georgenenni

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George Nenni | Dominion Dealer Solutions | VP Operations | george.nenni@drivedominion.com

The Evolving Behavior of the Automotive Mobile

Shopper

George Nenni @georgenenni