Mobile. More Than Just A Device.

Mobile has become much more than just a device. Today, more than ever consumers are turning to their Smartphones, iPads, and Tablets to do one thing – access the internet! People are using their mobile devices twice as much today compared to a couple years ago. Why does this matter? Whether they’re checking their email, looking at Facebook, or even shopping for a vehicle consumers expect that their mobile online experience will be easy and efficient.

Check out some of these relevant automotive mobile statistics:

  • 48% of all searches for car dealers are now coming from mobile devices.
  • 68% of shoppers check the price of other cars while on your lot.
  • 72% of all digital marketing by 2019 will be a mobile strategy. 

So, what does this mean for your dealership? First, it means your website needs to be mobile friendly or even better, have a responsive design. This also means that every aspect of your website including any 3rd party plug-ins like chat, loan applications, rebates & incentives, even new and used vehicle specials need to integrate seamlessly so the consumer doesn’t even notice you are using a partner. For example, what if a serious buyer is interested in one of your vehicles and wants to learn more about their financing options? If they can’t access this area of your website on their mobile device because your plug-in isn’t mobile friendly they will simply leave your site and go where they can easily get this information.
 
Next, you should continue to look for opportunities to get your message in front of serious car buyers who are on the go. The world has gone mobile and dealerships need to adapt or fall behind. Every day less people are engaging with traditional sources like television, radio, and newspaper. The challenge for mobile has always been how to reach the right consumers. With so many mobile impressions available, using new technology like GPS targeting can help your dealership now reach the right customers at the right time with a relevant message that will help engage and create action. Almost 90% of all consumer mobile internet usage is now being done through mobile apps. With the average person using mobile apps 16x per day and as many as 27 different apps this a strategy that should be given serious consideration. Especially if you can target a specific audience with a relevant message.
 
Today, mobile is more than just a device. It’s the new normal how people live their lives, interact with each other, and yes even shop for vehicles. Embrace it and win the business when serious car buyers are at their final buying moments!

Mobile… Not Just Another Buzz Word!

Today we have some of the sharpest minds in the country working in the auto industry. From dealership personnel who are on the front lines assisting car buyers to vendors who develop software that help dealerships be more efficient, there has never been an industry that relies so heavily on the talent and synergies of its people.

One thing this industry is also known for is their buzz words. A couple years ago it was all about Big Data. Then came Responsive Web Design. At the latest Digital Dealer in Orlando the new buzz was all about Mobile.

But what exactly does Mobile mean? Not all mobile is created equal. Let’s break down just what Mobile actually means and why each area matters for a dealership to be successful.

MOBILE WEBSITES
With as much as 60% of all dealerships website traffic now coming from mobile devices, it’s more important than ever that a dealership has a mobile friendly version for their website. Whether it’s creating a separate website for mobile or having a responsive design that automatically changes whether a consumer is using a tablet or smart phone, a mobile friendly website will enhance the customer online shopping experience making it easy to navigate to inventory and connect with your sales team. Google has also made changes so if a dealership doesn’t have a mobile friendly website it will affect their organic search rank. Since these strategies are always changing it would be a good idea to consult with an SEO expert to make sure you are keeping your dealerships mobile website search engine friendly.
 
MOBILE APP (DEALERSHIP)
There are many companies out there today that develop mobile apps for car dealerships. While a mobile app can be a great way for a dealership to stay in touch with their customers, many are using them wrong. Since this technology is relatively new many dealerships are having their most recent customers sign up for their dealerships custom mobile app. Then they constantly market to these consumers with things like current rebates and incentives, vehicle specials, etc. Chances are that customer won’t be in the market to purchase another vehicle for 3-5 years.

A 2013 study by Compuware said that 80-90% of consumers will uninstall a mobile app after just 2 uses. So imagine how many of these new customers will uninstall the dealerships mobile app if they aren’t getting relevant notifications?

Instead, the dealership should send relevant notifications that a new customer would be interested in. Using the dealership mobile app for things like current service specials, special events, or any community events the dealership is involved with are all great things to promote using your dealerships mobile app.
 
MOBILE APP MARKETING
Mobile usage is at an all-time high and continues to grow daily. In contrast, newspaper readership continues to decline. Consumers have turned to online sources to get their news, sports, financial advice, and lifestyle interest stories. With more people now using smartphones, Mobile Apps is where these two intersections meet.  Popular mobile apps like Accuweather, ESPN, Huffington Post, Facebook, etc. make the consumers mobile online experience easier and more efficient. The challenge for dealerships has always been how to reach in-market buyers using mobile apps. By integrating GPS technology, dealerships can now use mobile apps to increase both sales and service revenue. By reaching serious car buyers when they are at specific locations like competitor stores or even in their homes, you can now put your competitive message in front of consumers when they are in the final moments of their buying cycle giving your dealership consideration to win the business.
 
Today mobile is not just a device, it’s a mindset. What used to be an emerging opportunity has become the new normal. So the next time you have a conversation about mobile ask yourself which area the conversation applies. Is it consumer experience or mobile marketing? 

Mobile Apps and GPS Make a Winning Combination

Today’s World Has Gone Mobile
It’s no secret, the world has gone mobile. Today, nearly two-thirds of all Americans are now smart phone owners, and for many these devices are a key entry point to the online world. Mobile apps are a great way for consumers to engage online giving them a better mobile internet experience. Think about the last time you checked Facebook on your phone.  Did you go to the Google browser or did you use the Facebook app you were able to download for free?
 
Mobile Addiction Is On The Rise
According to the Mobile App Engagement Index almost 87% of all consumer mobile internet usage today is being done through mobile apps. A recent USA Today report says average person uses mobile apps 16x per day. While an estimated 280 million people are considered “mobile addicts” using mobile apps more than 60x per day. Nielsen says the time users spend on mobile apps has skyrocketed to about 30 hours per month while using an estimated 27 different apps. What makes this attractive to advertisers is that most mobile apps allow businesses to advertise banner ads getting their custom message in front of this growing audience.
 
Mobile Apps Are Today’s Newspaper
For years the newspaper was the most popular resource for people to get both local and national information about News, Sports, Weather, Financial, and Lifestyle Interests. With such huge readership advertising in the local newspaper became both attractive and effective to many local and national companies. Over the past decade newspaper readership has seen a rapid decline as people have moved away from traditional newspaper and started getting their information online. Now, with the rise in mobile usage more people are engaging with mobile apps like Accuweather, FoxNews, CNN, ESPN, WebMD, etc. to consume this same information. It’s more important than ever to look at mobile apps as a viable marketing solution to reach potential customers.
 
Developing An Effective Mobile App Strategy
For years big companies like Southwest Airlines, Qdoba, etc. have used mobile apps to conquest potential customers. The challenge for most retail businesses is being able to effectively target consumers who are in the market to buy their products. With the rise in GPS and WiFi capabilities, dealerships can now effectively target serious car buyers where they Shop, Live, Work, and Play! While most dealership ad dollars are being spent during the consideration and stimulus stages, PRECISIONmobile now helps dealerships reach and influence customers when they are in their Final Buying Moment!
 
Eric Schmidt, former CEO and current Executive Chairman of Google was recently quoted saying “If you don’t have a mobile strategy you don’t have a future strategy!” What is your current mobile strategy? Have you looked at mobile apps as an opportunity? The challenge for most local businesses is how to effectively reach customers who are always on the go. The audience has moved. Have you moved your dealerships marketing strategy to effectively reach them?

The Bigger Picture On Mobile Marketing

For the average auto dealer, advertising is a standard part of survival as a business. Almost every dealer will disagree on exactly what kind of advertising is best. Some dealers swear by traditional advertising—newspaper, television, radio, direct mail, etc. Some dealers are all about online advertising—banner, pay-per-click, third-party leads, mobile, etc. Still others embrace a combination of all of these methods. If it works and your dealership sells cars, great!

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