George Nenni | Dominion Dealer Solutions | VP Operations | The Evolving Behavior of the Automotive Mobile Shopper George

No more thinking Mobile 1 st … you need to be thinking mobile 1st, and 2nd, and 3 rd.

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-site 11% 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 Source: Salesforce 2014 Mobile Behavior Report

How are you addressing local searches?

Mobile Playbook, 2 nd 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 campaigns and landing pages Switch to a Responsive Website

Launch Responsive 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 : George Nenni Dominion Dealer Solutions VP Share an important takeaway you received from this session using hashtag #DD17 for a chance to win an iPad.

George Nenni | Dominion Dealer Solutions | VP Operations | The Evolving Behavior of the Automotive Mobile Shopper George