acura mobile digital marketing mania

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Dealer Inspire and Acura presentation from April 2014.

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Page 1: Acura Mobile Digital Marketing Mania
Page 2: Acura Mobile Digital Marketing Mania

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

Page 3: Acura Mobile Digital Marketing Mania

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

Page 4: Acura Mobile Digital Marketing Mania
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Agenda1. A few facts

2. Building a foundation

3. Customers mobile journeya. Acquisitionb. Behaviorc. Outcomes

4. Q&A

Page 6: Acura Mobile Digital Marketing Mania
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So, where do you begin?

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Lets build a house

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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?

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Acquisition - paid search

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Acquisition - local

Local syndicationusing Yext or manually

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Acquisition - Facebook

Facebook retargeting

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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

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Acquisition - Twitter

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Behavior - Responsive Website Design

https://developers.google.com/webmasters/smartphone-sites/details

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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

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Behavior - CTA

Click to call from mobile is vital

Directions should be clickable

EVERY CTA should be accessible with your thumb!

Page 20: Acura Mobile Digital Marketing Mania

First name

Last name

e-mail

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

Page 21: Acura Mobile Digital Marketing Mania

Behavior - optimization

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Outcome - review metrics

GA > Acquisition > (add segment) + (show all goals)

Nam

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lock

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or P

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cy

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Outcome - ups

Nam

es B

lock

ed fo

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ivac

y

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Outcome - affinity

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Outcome - social amplification

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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

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Contact Me

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● 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

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