May 09, 2015
1) 2014 - Zone 3 Digital Training Commitment
2) The Omnipresence Age
3) Manufacturing your Mobile Mania Strategy! – Launch Digital/Inspire (30 min)
4) Quick Start Strategies
5) Digital Support Contacts
6) Be a star, give a star, rate us!
7) Q&A (15 min)
Webinar Agenda
2014 – Digital Training Outlook
2014- Z3 D-Training Schedule● April 11 & 14th – Acura Mobile Mania Webinars
- Focus: TLX Launch strategies
● August 2014 – Choose Your Own Adventure Webinar! - Focus: Dealer Determination – Survey driven
● November 2014 – Acura National Tech Summit - Focus: Social – FB & Instagram
Why the Summit went Digital?● Reduction in dealer travel expenses● Quick delivery of new trends & strategies● Tie into Acura sales and New Model launch activities
Agenda1. A few facts
2. Building a foundation
3. Customers mobile journeya. Acquisitionb. Behaviorc. Outcomes
4. Q&A
So, where do you begin?
Lets build a house
Mobile Marketing Plan
complete customer cycle
Avinash KaushikAuthor of Web Analytics 2.0Digital Marketing Evangelist - Google
Acquisition What are we doing to attract visitors?
Behavior What happens when they get to our mobile website?
Outcome Did we attain more traffic to our website? Did we get additional leads? Did we sell more cars? Did we make money?
Acquisition - paid search
Acquisition - local
Local syndicationusing Yext or manually
Acquisition - Facebook
Facebook retargeting
Acquisition - Video
Mobile Video
http://www.youtube.com/yt/press/statistics.html
● 40% of all YouTube video is mobile● 1 billion users per month● Using HTML5, YouTube, Vimeo there are
now many possibilities with video● Comments are pushed to Google+● YouTube search is largest source of
traffic against myth that Google search is higher
GOAL - Get the user to subscribe
Acquisition - Twitter
Behavior - Responsive Website Design
https://developers.google.com/webmasters/smartphone-sites/details
Behavior - CTA
Message CTA needs to be clear and on top
Call to action in contrasting colors
Dynamic content ensures your website is always up to date
Behavior - CTA
Click to call from mobile is vital
Directions should be clickable
EVERY CTA should be accessible with your thumb!
First name
Last name
Behavior - form & web app
Get More Information
Questions? Call 708-891-4440
Form fields needs to be clear and short
Add to homescreenweb app shortcut
Behavior - optimization
Outcome - review metrics
GA > Acquisition > (add segment) + (show all goals)
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Outcome - ups
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Outcome - affinity
Outcome - social amplification
Outcome - Action Plan
1. Mobile paid search ads2. Local search 3. Facebook retargeting and display using testimonials/stories4. Video HTML5, Vimeo or YouTube5. Twitter look-a-like advertising
1. Ensure you have responsive (preferred) or adaptive design with GA2. Click to call above fold3. Hours and directions visible link above fold4. Limited form fields5. Optimized landing page with (web app shortcut)
1. Review analytics (sales, leads, calls, time on page, clicks)2. Review lot traffic and lift in interest (offline)3. Review affinity and in market options in Google Analytics4. Review social amplification (likes, shares, +’s, tweets)5. Make notes of creative elements and options to change
Acquisition
Behavior
Outcome
Contact Me
● Adopt a Mobile 1st Strategy● “Be Found, Be Relevant, Be Everywhere”● Add fresh website content (SEO)
○ Integrate Banner Advertising & Retargeting○ Develop a smart SEM strategy○ Implement an Integrated Video Strategy
(conquest & pre-roll)
● Go Social (Multi-channel)○ FB, Twitter, Google +, You Tube, LinkedIn,
etc.○ Build your brand identity○ Adopt a routine posting strategy
● Reputation Management
Quick Start Strategies