Automotive Digital Marketing Expert Christian Fuller to Offer Insight into Successful Mobile-first Strategies Used by Leading Automotive Manufacturers and Dealerships
SAN DIEGO, Calif., October 19, 2016Search Optics®, a leading global digital marketing provider with expertise in the automotive industry, today announced its Chief Relationship Officer Christian Fuller has been selected to speak at the 2016 J.D. Power Automotive Marketing Roundtable (AMR), taking place October 25-27 at the Bellagio Hotel in Las Vegas.

Fuller’s presentation, titled “Mobile-first Tactics Drive Real Results,” is scheduled for Wednesday, October 26 at 1:40 p.m. Pacific. The complete J.D. Power AMR agenda can be found online here, and conference proceedings can be followed on Twitter under the hashtag #JDPowerAMR.

This will be Fuller’s second time speaking at J.D. Power AMR, which is widely recognized as the automotive industry’s leading marketing event. He has also presented at the J.D. Power/NADA Automotive Forum, co-hosted by the New York International Auto Show, drawing upon his broad-based digital marketing background and extensive experience working with top automotive manufacturers and dealerships. Fuller partnered with Troy Smith and Jason Stesney to form Search Optics in 1998, with automotive industry veteran David Ponn joining as CEO in 2006 to oversee worldwide operations.

During the half hour session, Fuller will provide actionable insights and practical tips designed to help dealerships, dealer associations and OEMs better understand the impact of smartphone-focused mobile advertising. Highlighting the discussion will be a case study presentation on a leading North American automotive manufacturer and its dealers who collaborated on a mobile-first strategy this year. Search Optics worked with the manufacturer to implement and convert dealer sites to a mobile-first website platform and establish paid search, hyperlocal and programmatic media campaigns incorporating video and display advertising.

“The overall result was a dramatic change in advertising effectiveness. On average, dealers using Search Optics services to conduct paid search advertising achieved a cost per lead (CPL) that was 25 percent lower than the targeted goal,” said Fuller. “In addition, the results showed that audiences exposed to Search Optics organic and paid search campaigns were three times more likely to visit a dealer website – compared to those not exposed.”

Automotive Marketing Survey Results to Be Shared
Fuller will also share findings from a recent Search Optics survey of more than 400 marketing leaders, conducted in partnership with ClickZ. The in-depth study revealed that 56 percent of the marketers surveyed rated themselves as “beginners” in mobile marketing. Nearly half—46 percent—said they do not believe that their current mobile advertising spend is in line with their customers’ consumption of media through mobile.

“The study serves as a wake-up call for automotive marketers to press quickly ahead with mobile-first strategies in order to grow their businesses and capitalize on the opportunities that await them, both today and in the future,” said Fuller. “By leveraging smartphone-focused advertising to target users with the right message at the right time and in the right place, a higher return on your marketing investment can be achieved.”

With more than 1,100 Google-certified staff—the most in its industry—Search Optics won the Google Mobile Champion Award in North America in 2015, proving its extensive expertise and capability for providing tangible results through practical strategies that bring in fresh sales leads.


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