We all know that just having a website, no matter how great, is not enough to make sales in the automotive industry. LEARN MORE
Last week, I had the opportunity with about 100 other dealers to attend the Digital Summit at the Google Headquarters in Mountain View, CA. It was an experience in itself just to be at the Googleplex. There was great info at this conference shared by Googlers (employees of Google) and some industry leaders.
The week kicked off with Todd Rowe and how are you defining your market. Are you defining it by the company down the street, the local market, or something else? The big thing is that there is so much 'stuff' that we are competing against when coming to online marketing. It isn't just dealers, but also some of the big hitters like Autotrader and cars.com. We all have to get smart, get involved, and get excited.
Next up was Guy Kawaski talking about being "Enchanting." Guy was a dynamic speaker and I loved everything that he had to offer in being enchanting. Big takeaway from Guy was achieving 'likability.' No one buys from someone that they don't like.
Of course, a meeting at Google HAS to involve a conversation and presentation on ZMOT. We all have heard the 18.2 sources over the last several months, but one thing that set me back was in the age bracket of 18-34 year olds, that number jumps up to 25.6 sources are used in researching a new or used car. That was my big takeaway on that part of the presentation.
Duncan Scarry was up next and he was talking about Influence without Interaction. A couple of takeaways here. The first was that 76% of the public that are on an OEM site will visit a dealer site within 30 minutes of being on the OEM's site. 60% of those people that get to your website have not decided on what make or model they end up buying.
Surojit Chatterjee from Google was up next and he is the head of Mobile at Google. A few things stood out here. One third of all Americans will own a tablet by the end of 2015. Is your website tablet friendly? Also, he said that 57% of the public would not recommend a company if they have a bad or no mobile site in place. If they don't, 40% will go to another competitor's website.
Grant Cardone spoke after lunch, and he was a dynamic, funny speaker to keep those sleepy eyes that can happen after lunch at any conference. We need to make the sales process shorter. Customers want to be in and out quicker. What are you doing to shorten that process? The one phrase that stood out with me is that we need to be "persistent and consistent." This comes in every aspect of sales whether you are selling a pen or a car.
Nicholas Boos from Google shed some more insight on mobile marketing. 1 in 5 searches are being done in relation to your desktop and 1 in 3 are localized searches. Nearly 30% of Google searches are being done on a phone.
Jason Ezell from Datium and Amir Amirrezvani from DealOn talked about website conversions. They shared some insight that the average bounce rate on over 10,000 dealer websites is 63%! That number just blew me away. That just goes to show that customers are using the internet to look up phone numbers and they will leave. What are you doing to engage that customer? Average conversion of customers visiting dealer sites were at 2%.
These are just some of the takeaways from the conference last week. Biggest takeaway was mobile is key in the coming years. Nearly 30% of Google searches are done via phone. I have seen this firsthand as the mobile traffic and usage to our website go up month after month. So what do you see yourself doing in the next year or two?