you for putting it so clearly! This is our mission exactly! We strive to bring the dealer website and inventory onto mobile devices.
Thanks for replying, you have touched on a few key points and I here are a couple of comments:
1) The iPhone represents the (somewhat refreshing) emergence of better web browsers on mobile phones. Unfortunately, these browsers will never catch up with PC based browsers and PC related technologies (AJAX, rich gadgets etc) will not be supported. Which leaves the dealer with one of two options:
a. Design one web site that fits all technologies, i.e. punish the web user with a lean experience.
b. Maintain two websites, doubling the cost of managing and promoting your existence
As you can see, both options are less then desirable and this is exactly where tools like ours come to the rescue . We integrate with your existing web and printed efforts to create a mobile entity. We handle the adaptation to the (latest) mobile technology and bring the dealer’s inventory on mobile phone.
2) Having a mobile site is more than just having your existing website available on mobile devices. The experience and flow of surfing from a PC web site is different than when browsing on a mobile phone. Some of which are:
a. The PC screen is larger and may accommodate a larger set of data.
b. The connection speed on a PC is faster and the page size can be larger than on a mobile device.
c. You have a full, comfortable keyboard when in front of a PC so typing a few more fields/ words is not a big issue.
d. Think of when (during your day) will you be surfing from a PC and when from a phone, these are different situation
Therefore, to create a web experience that is comfortable and useful for users (buyers or sellers) you need to design a different flow on PC and on a mobile device. Having your web flow shown on a mobile device might not be the most suitable solution.
s (like MySpace) are only for teens, and a dealer misconception is that it's going to directly sell cars. The average age of MySpace and Facebook is mid 30's. More and more articles released about Twitter suggest that the demographic of microbloggers is even older. To your point, MySpace has absolutely turned away from social networking and into an entertainment portal. I agree that a dealer doesn't necessarily belong there.
In an age of readily available information brands MUST provide more value. Digital advertising, even brand existence has evolved from "this is my message, hear me roar" to "let's have a conversation" whether we like it or not. By not Tweeting, by not Facebooking, by not promoting that (crappy) band on MySpace you're choosing to let someone else drive the conversation-- and it's foolish to think that it won't happen without you there.
Message is EVERYTHING with a social strategy. If you piss people off they're gone forever, much like an unsubscribe in e-mail marketing. If you're burning through advocates instead of empowering them you're alienating direct referrals that will sell cars. Therefore, I disagree that dealers should tweet for the sake of tweeting, or Facebook for the sake of Facebooking. There should be intelligent goals behind any advertising or branding campaign. At Cuneo we've found success with service coupons, promotions, and community events. We've seen some very negative impacts on dealers that simply post their inventory. From a dealer perspective it would be a perfect world if people subscribed to receive a live list of cars but consumers haven't evolved to that point yet. Social is a great chance to develop a personality, and enforce your reputation.
The big argument of Web 3.0 is how semantic intelligence will fit in, but personally I believe dealers should get directly involved now... either with a managed solution with Cuneo, DealerFeeder, or (it sounds like) you... or if they have the capability do it themselves. Don't drive your subscribers nuts by posted your 50 new cars each day, give them something of value that gets them talking, they can share, or they'll bring into your dealership. Help guide your presence from the untrusted "neighborhood car dealer" to the "friendly face" that will improve customer retention, increase service business and bring them back in a couple years when they're looking again. This is your chance to leverage word of mouth on a global scale.…
uple of stable datums from our laboratory where we still have Frankenstein hanging out with us..
1. Visiting a dealership’s website that contemplates a major decision is subconsciously re- stimulating to the prospects last experience at a dealership or their predisposition to what a dealership or industry represents i.e. car sales etc.
2. This results in an underlining stressful experience as they contemplate their next move of crossing the threshold via phone or in person.
3. At this point flash or anything that causes movement creates a slight sea sickness.
4. Secondary to nausea is the fact that one must “set” their eye trail and determine how their eye will scan the page and navigate the site. Video and movement typically interrupt the “handshake” between you and the website.
5. Starting a video can be successful under three conditions.
a. It’s more than 18 seconds long and less than 27
b. It communicates and shapes the “purpose” of the prospect’s visit to the site (another rabbit hole).
c. It matches the average prospects chronic emotional condition of existence, which can is determined by a few different models of which the most important is the product.
d. The video starts playing either in the dead center of the page or upper left exactly 40 pixels off the left and off the top.
e. Bonus Idea.. There is a gentle form attached to the video. We called this VideoForm™ back when we created the concept for ourselves in 2001 although we rarely use it today.
f. The entire video theme is no larger on screen that the size of the prospects palms.
6. Extra Credit Think: What dealers, businesses and we close to the industry think is cool is wildly different that what the customer thinks is cool or more importantly what works. What customers survey as cool and rate well is usually false data because they are either being asked in a state of non-stress or after the purchase, which doesn’t count. “Stress is a force that distorts a things true shape of form.” That’s why the key is to test things in a space where the individual is under the most amount of stress possible. If it works there, it works anywhere. So in the end what we think is cool in the forums and what creates the willingness in a stress filled prospect to cross the threshold and make contact is not typically what we think it is.
Great subject and a greater conversation… Starbucks?
going to disagree with me. I don't need to argue this point so I'll move to point 2.
2.) Google doesn't do ANYTHING definitively. How many products, algos, layouts have changed in the last 6 months? Be it internal or external, the pressures on Google = constant change. In late July they definitively indexed 3rd party content into the star count. Then the rumors of an anti-trust investigation swirled into a reality and they definitively don't do that anymore. Prescription drug ads from Canada, anybody? Let's do some word association, ready? Buzz... Wave... Base... Labs... X...
I could outline about 8 changes to this specific product since the September hearings that would have received the same kind of email if I'd verified their existence on the given day I asked about them. What percentage of your total reviews are you willing to risk in the event that they change course? No offense intended, but an email won't mean much if they get pressure to verify their content from the FTC. They'll quickly tie together multiple new accounts created from the same IP leaving reviews for only one business. I think that is going to trigger a retroactive filter whether it's a unique legitimate customer or not.
I'm hypothesizing here, but if Google gets cornered on places pages operating outside of the search algo and I were Yelp, I'd be getting ready to pounce on the verified content argument using the FTC's guidelines for testimonials and advertising.
This I can't say definitively, but it needs to be part of the discussion. On Nov 10th Google says you can, does that mean you should? There are so many reasons NOT to do this and so little payoff for doing it. Take off your dealer hat and look at other industries selling comparable products and services. Do the successful ones do what you are proposing? Ask your friends and family if they would enjoy the process you are implementing, then remember they are your friends and family. Any hint of hesitation should give you pause and reason to read other discussions about this before implementing an in store collection process. I'm not discussing DealerRater specifically and there is no hidden agenda here. I advise my dealer's to get reviews on multiple sites but NEVER within the store.…
Welcome to Automotive Digital Marketing
Please use the "Sign Up" link above to complete your registration form and become a member of the industry's leading Automotive Marketing and Internet Sales Professional Community. ADM members have access to resources, connections and private events that provide them with a competitive advantage.