The Evolving Behavior of the Automotive Mobile Shopper

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

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

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

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? Less than 50% More than 50%

13. 2014 Mobile Path to Purchase Study More than 50% of total online time is spent on mobile Mobile shoppers focus on price and location Nearly 2 out of 3 mobile shoppers ultimately make a purchase

16. Digital drives automotive shopping

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

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

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

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

22. Does your advertising mix match consumer behavior?

25. Top 50 Priorities, Comscore, July 2013 Facebook Ads and Automotive Dealerships Visits to car-model pages jump 50% percent due to Facebook ads Total page views increase 46%

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 Source: Salesforce 2014 Mobile Behavior Report 4.6 Average number of hours spend on Smartphone 5.1 Average number of hours spend on Tablet

32. How are you addressing local searches?

33. Results of local searches Mobile Playbook, 2nd edition, Google, Oct 2013 Google Places, Hyperlocal ads, Reputation Management 94%of smartphone users search for mobile location 51%visited a store 48%called a store Google Places Listings, Hyperlocal ads Google Places Listings, Responsive or Adaptive Website, Mobile click-to-call ads

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

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. Switch to a Responsive Website • Click to call and mapping enabled • Responsive email campaignsand landing pages

42. Launch Responsive Email Campaigns

43. Maintain A Great Online Reputation

44. Know Your Mobile Analytics • 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

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

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