1. George Nenni | Dominion Dealer Solutions | VP Operations | george.nenni@drivedominion.com The Evolving Behavior of the Automotive Mobile Shopper George Nenni @georgenenni

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

4. We’re using Smartphones constantly

5. There seems to be no end to how smartphones can be used

6. How we heat and cool our homes

7. How we keep our food fresh, or…

8. …how we cook our fresh food

9. How we keep our dogs healthy

10. …or how we brush our teeth

11. …but what about automotive?

12. What % of online time is now spent on mobile? A.Less than 50% B.More than 50%

13. 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

16. Digital drives automotive shopping

17. Source: Google Think Insights Study, November 2013 Using Mobile for automotive research

18. Using Mobile exclusively during purchase Source: xAd/Telemetrics Mobile Path to Purchase 2014

19. 7% used a mobile device on-site 11% used a tablet xAd/Telemetrics Mobile Path to Purchase 2014 “Showrooming” Effect

21. Source: xAd/Telemetrics Mobile Path to Purchase, 2014

22. Does your advertising mix match consumer behavior?

25. 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

26. Mobile is the fastest growing segment of online video

27. YouTube and Mobile

28. Tablets are growing faster than PCs ever did

30. 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

32. How are you addressing local searches?

33. 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

34. Google Mobile Ad Choices Mobile ad sitelinks Mobile click-to-call Hyperlocal with location extensions

35. Responsive vs. Adaptive Web Design

36. 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

37. 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

38. Recommendations for Today’s Dealerships

39. Invest in Facebook Ads

40. Invest in Google Ads: Mobile Click-to-call, Ad sitelinks and Hyperlocal

41. Click to call and mapping enabled Responsive email campaigns and landing pages Switch to a Responsive Website

42. Launch Responsive Email Campaigns

43. Maintain A Great Online Reputation

44. 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

46. Contact Info Full Name: Company: Job Title : Email: George Nenni Dominion Dealer Solutions VP Operations George.Nenni@DriveDominion.com @georgenenni Share an important takeaway you received from this session using hashtag #DD17 for a chance to win an iPad.

47. George Nenni | Dominion Dealer Solutions | VP Operations | george.nenni@drivedominion.com The Evolving Behavior of the Automotive Mobile Shopper George Nenni @georgenenni