Transcript Marketing With A Mobile Mindset: How To

Marketing With A Mobile Mindset:
How To Reach The Smartphone Shopper
Presented by Marty Blue
October 6, 2015
Marty Blue | CarGurusMarty
| VP
of Marketing
and Business
Development
| [email protected]
Blue
| CarGurus
| VP of Marketing
and Business
Development | [email protected]
Mobile
A Seismic Shift
Marty Blue | CarGurus
| VP of Marketing and Business Development | [email protected]
Mobile: Opportunities and Challenges
• What challenges do you face with mobile?
• How are you reaching the mobile customer?
• How do you respond to the mobile customer?
Marty Blue | CarGurus
| VP of Marketing and Business Development | [email protected]
What You’ll Learn
1. Why Mobile Matters for E-Commerce
2. How Mobile Impacts Shopper Behavior
3. Merchandising Best Practices for
Mobile
4. What’s Unique About Mobile Email
5. What You Can Do Next
Marty Blue | CarGurus
| VP of Marketing and Business Development | [email protected]
AGENDA
• Prepare for a Mobile Future
• Anticipate Different Behaviors on
Mobile
• Manage Your Mobile Presence
• Market to the Mobile Shopper
• Reach Shoppers at Point of Purchase
Marty Blue | CarGurus
| VP of Marketing and Business Development | [email protected]
Mobile Device Use Has Exploded
Mobile
Desktop
3
2.5
2
1.5
1
0.5
0
2008
2009
2010
2011
2012
2013
2014
2015
Hours spent per day, 2008-2015
Source: comScore
Marty Blue | CarGurus
| VP of Marketing and Business Development | [email protected]
The Mobile Experience Is Improving
Marty Blue | CarGurus
| VP of Marketing and Business Development | [email protected]
Mobile Commerce and You
Have you ever bought anything on a
smartphone or tablet?
Apps, music, transportation, physical goods
Marty Blue | CarGurus
| VP of Marketing and Business Development | [email protected]
Mobile Commerce Is Poised for Growth
• Mobile commerce transactions to triple by
2019
• Two-thirds of online shoppers visit a brick-andmortar store before or after buying
Source: Juniper Research, A.T. Kearney
Marty Blue | CarGurus
| VP of Marketing and Business Development | [email protected]
PwC on Mobile Commerce (Video)
Marty Blue | CarGurus
| VP of Marketing and Business Development | [email protected]
Car Shopping Goes Mobile
CarGurus' mobile
traffic rose
Tablet
9%
Desktop
31%
134%
From 2014 to 2015
Mobile
60%
CarGurus traffic by device type
Source: CarGurus data
Marty Blue | CarGurus
| VP of Marketing and Business Development | [email protected]
More People Are Finding Cars on Mobile
• One year ago…
CarGurus produced 3x
more desktop leads than
mobile leads
• This year…
The desktop-to-mobile
multiple is just 1.5x
Source: CarGurus data
Marty Blue | CarGurus
| VP of Marketing and Business Development | [email protected]
AGENDA
• Prepare for a Mobile Future
• Anticipate Different Behaviors on
Mobile
• Manage Your Mobile Presence
• Market to the Mobile Shopper
• Reach Shoppers at Point of Purchase
Marty Blue | CarGurus
| VP of Marketing and Business Development | [email protected]
Mobile Visits Are Shorter
Mobile site visitors spend
less time on site
Marty Blue | CarGurus
| VP of Marketing and Business Development | [email protected]
Mobile Users Are Quicker to Bounce
Mobile users access
fewer pages per visit
Marty Blue | CarGurus
| VP of Marketing and Business Development | [email protected]
Mobile Browsing Leads to Calls
Mobile shoppers more likely to call
than fill out an online form
Marty Blue | CarGurus
| VP of Marketing and Business Development | [email protected]
Mobile Is One Piece of the Research Process
• Major purchase shoppers break research
into “bites”
• Shoppers rely on multiple research
channels
• 80% of large-purchase shoppers perform
research online
Source: Google
Marty Blue | CarGurus
| VP of Marketing and Business Development | [email protected]
What Are Mobile Car Shoppers Doing?
1. Viewing photos
2. Searching for reviews
3. Looking up current offers
Marty Blue | CarGurus
| VP of Marketing and Business Development | [email protected]
AGENDA
• Prepare for a Mobile Future
• Anticipate Different Behaviors on
Mobile
• Manage Your Mobile Presence
• Market to the Mobile Shopper
• Reach Shoppers at Point of Purchase
Marty Blue | CarGurus
| VP of Marketing and Business Development | [email protected]
Which Sites Are Mobile Users Visiting?
Dealer websites
Manufacturer websites
Search engines
Third-party sites
Source: Google
Marty Blue | CarGurus
| VP of Marketing and Business Development | [email protected]
What You Can Manage for Mobile Success
Your website
Your inventory
Your presence on third-party sites
Marty Blue | CarGurus
| VP of Marketing and Business Development | [email protected]
Your Website, Optimized for Mobile
• Ensure that your site is responsive
• Set up Google Analytics for tracking
• Pay attention to time on site, pageviews
• Add top navigation menu or search bar
to help users find content
Marty Blue | CarGurus
| VP of Marketing and Business Development | [email protected]
Your SEO Strategy Matters for Mobile
• Mobile users more likely to rely on
search
• So… SEO strategy is important for
attracting mobile shoppers
Marty Blue | CarGurus
| VP of Marketing and Business Development | [email protected]
Merchandising Your Inventory for Mobile
• 3 of the top 4 auto channels impacted
by merchandising
• 80% of people visit at least 3 sites
when car shopping
– Yet today’s buyer visits just 1.6 dealerships
Source: CarGurus data, McKinsey
Marty Blue | CarGurus
| VP of Marketing and Business Development | [email protected]
What Matters in Merchandising
• Accurate listings
• Up-to-date contact info
• Multiple photos
• Pricing in line with market norms
(pricing transparency)
Marty Blue | CarGurus
| VP of Marketing and Business Development | [email protected]
1. ACCURACY
Help buyers find exactly
what they’re looking for
Optimize for filters
• Options
• Colors
• Drivetrain
Marty Blue | CarGurus
| VP of Marketing and Business Development | [email protected]
2A. UP-TO-DATE CONTACT INFORMATION
Marty Blue | CarGurus
| VP of Marketing and Business Development | [email protected]
2B. UP-TO-DATE CONTACT INFORMATION
• Mobile users can easily click to call
• Where do your phone numbers go?
• CarGurus analysis: Only 21% of dealer
phone numbers go directly to sales team,
while 12% reach a bad number, go
directly to voicemail or aren't picked up
Marty Blue | CarGurus
| VP of Marketing and Business Development | [email protected]
3. HIGH-QUALITY PHOTOS
1 photo increases
conversion by 15%
(versus no photos)
Marty Blue | CarGurus
| VP of Marketing and Business Development | [email protected]
4. FAIR PRICING
• Price info is easy to acquire (even
easier thanks to mobile)
• Consumers expect price transparency,
e.g., Kayak and Zillow
Marty Blue | CarGurus
Source: Retail Systems Research data, July 2015
| VP of Marketing and Business Development | [email protected]
Inventory Merchandising With Video
• More than half of shoppers watch at
least 30 minutes of video during the
research phase
• Mobile video to make up half of all
video by 2016 – rise of YouTube
– Example: Florida Fine Cars
Source: YouTube
Marty Blue | CarGurus
| VP of Marketing and Business Development | [email protected]
QUESTION: VIDEO
Do you produce videos to help promote
your dealership or your inventory?
Marty Blue | CarGurus
| VP of Marketing and Business Development | [email protected]
Merchandising on Third-Party Sites
Source: Google
Marty Blue | CarGurus
| VP of Marketing and Business Development | [email protected]
Analytics on Third-Party Sites
What do you look for in third-party analytics?
Marty Blue | CarGurus
| VP of Marketing and Business Development | [email protected]
Your Reputation on Third-Party Sites
Nine in 10 shoppers have read local
business reviews – 39% read them
regularly
Source: BrightLocal
Marty Blue | CarGurus
| VP of Marketing and Business Development | [email protected]
AGENDA
• Prepare for a Mobile Future
• Anticipate Different Behaviors on
Mobile
• Manage Your Mobile Presence
• Market to the Mobile Shopper
• Reach Shoppers at Point of Purchase
Marty Blue | CarGurus
| VP of Marketing and Business Development | [email protected]
Communicate With Shoppers On the Go
Email is ideal for reaching the mobile
shopper
of people use their
phones for email
of email opens are
on mobile
Source: Direct Marketing Association, Pew, Experian
Marty Blue | CarGurus
| VP of Marketing and Business Development | [email protected]
Set Up Email Marketing Campaigns
• Use email “drip” campaigns to stay top-ofmind with shoppers
• Reach customers across all of their devices
Marty Blue | CarGurus
| VP of Marketing and Business Development | [email protected]
Why Optimize Email for Mobile?
Designing email for mobile
devices can lift open rates
and click-through by 20%
• CTR typically between 2%
and 12%
• Remember: mobile = small
screens
Source: Yesmail
Marty Blue | CarGurus
| VP of Marketing and Business Development | [email protected]
Designing Mobile-Friendly Emails
• Small images (<250 pixels wide)
• Larger text (at least 11-point font)
• High-contrast (e.g., black text on white
background)
• Low-contrast content likely to be
ignored
Marty Blue | CarGurus
| VP of Marketing and Business Development | [email protected]
Drafting Mobile-Friendly Emails
• Mailboxes (desktop/mobile) show
subject line + first ~80 HTML
characters
• Use buttons instead of text links
• Include call-to-action near the top of the
email
Marty Blue | CarGurus
| VP of Marketing and Business Development | [email protected]
Maximize Reachability Across Channels
• Banner ads – are they sized for mobile?
• Make it easy for shoppers to reach your
site
– QR codes in mailings
– QR codes in print ads
Marty Blue | CarGurus
| VP of Marketing and Business Development | [email protected]
AGENDA
• Prepare for a Mobile Future
• Anticipate Different Behaviors on
Mobile
• Manage Your Mobile Presence
• Market to the Mobile Shopper
• Reach Shoppers at Point of Purchase
Marty Blue | CarGurus
| VP of Marketing and Business Development | [email protected]
Mobile Makes Price Comparisons Easier
• Half of online car shoppers using phones
do so at the dealership
• 61% of that group access
pricing information
Source: JD Power
Marty Blue | CarGurus
| VP of Marketing and Business Development | [email protected]
Mobile Shoppers Want Price Data
Have you ever used your mobile device to
comparison shop while at a dealership?
% of respondents
Source: CarGurus data
Marty Blue | CarGurus
| VP of Marketing and Business Development | [email protected]
Transparency Attracts Millennial Shoppers
• Four out of five Millennials have been
introduced to a new brand, product, or
service via their mobile device
• Millennials are 3.6x more likely to share
product reviews/recommendations
Source: ShareThis
Marty Blue | CarGurus
| VP of Marketing and Business Development | [email protected]
…And Millennials Are Buying Cars
• Generation Y made up 27 percent of new-car
buyers last year
• Up from 18 percent in 2010
• After all, digital isn't all the Millennial shopper
cares about
Marty Blue | CarGurus
| VP of Marketing and Business Development | [email protected]
What You’ve Learned
1. Why Mobile Matters for E-Commerce
2. How Mobile Impacts Shopper Behavior
3. Merchandising Best Practices for Mobile
4. What’s Unique About Mobile Email
5. What You Can Do Next
Marty Blue | CarGurus
| VP of Marketing and Business Development | [email protected]
Next Steps
• Review your vehicle listings
• Confirm that your site is mobile-friendly
• Validate that your emails work for mobile
• Examine your call routing setup
Marty Blue | CarGurus
| VP of Marketing and Business Development | [email protected]
Q&A
Any questions?
Visit us at
Booth 835
Marty Blue | CarGurus
| VP of Marketing and Business Development | [email protected]
CONTACT INFO
Full Name: Marty Blue
Company: CarGurus
Job Title: VP of Marketing & Business Development
Email: [email protected]
Marty Blue
| CarGurus
| VP of Marketing
and
Business Development | [email protected]
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