CHICAGO — Leading online retailer Cars.com will host "The Mobile Marketplace: Driving Sales With On-the-Go Shoppers," a free, hour-long Webinar designed to educate dealers on how mobile internet advertising and shopping tools can help reach more ready-to-buy shoppers, at 12 p.m. ET on Friday, Mar. 13.

The Webinar will be hosted by Sharon Knitter, the company’s senior director, consumer products. Knitter recently led development of Cars.com’s own mobile Website, serves as co-chair of IAB’s mobile committee and regularly speaks at mobile industry conferences. She will be joined by Chris Gugliotta, the director of Internet marketing for Lithia Motors Inc., an Oregon-based dealer group with approximately 100 stores that recently launched a mobile Web initiative. Cars.com product manager Jonas Moskowitz, who leads the company’s dealer-facing mobile product suite, will round out the panel.

"Car buyers increasingly access the mobile internet as part of their shopping process, whether to locate a nearby dealer or learn more about the vehicles they’re considering, " said Sharon Knitter, Cars.com senior director, consumer products. "Dealers who incorporate mobile strategies into their media mix and sales process boost exposure for their listings and equip shoppers with the resources needed to make an informed purchase decision. They also set themselves apart from their competitors and increase their chances of winning the business."

Scheduled topics of discussion include:

• Reaching the growing number of mobile Internet shoppers.

• Incorporating mobile technology into your online advertising and Internet sales processes

• Connecting and building rapport with mobile car buyers

• Encouraging on-the-go shoppers to visit your dealership

• Leverage mobile applications to win deals with in-store prospects

• Optimize their mobile Web presence

“Implementing an effective mobile Internet strategy also pays dividends at the store, especially when prospects want more information before they buy,” Knitter said. “Without leaving the dealership, for example, they can validate the car’s competitive pricing, calculate monthly payments or read third-party reviews of a model they’d not previously considered. For salespeople focused on closing more than their fair share of deals, the mobile Internet equips them with a powerful tool.”

Dealers interested in attending or learning more can visit Cars.com’s DealerCenter, to register for the Webinar and view archived recordings of past events. Dealers do not have to be Cars.com customers to attend the Webinar, but they must download free WebEx software to participate.