Mobile + Data is a Marketing Game Changer

In a new study from the Mobile Marketing Association called Marketers Guide to Mobile and Data, 65% of marketers surveyed said that the combination of mobile access and data is a game changer when it comes to marketing and 80% called mobile “transformational” for their businesses.

The infographic below details findings from the study:

PrintTo learn more about the ability of mobile and data to transform your dealership’s marketing program, contact us.

63% of U.S. Consumers Access the Internet via Mobile Phones

According to a new report by the Pew Internet & American Life Project, almost two-thirds of American cell phone owners go online using their mobile phones – a 100% increase from 2009:

pew1

The study conducted in April and May of this year shows that demographic profile of cell phone Internet usage skews younger, mirroring that of smartphone ownership.  In addition, consumers who use their cells to access the Internet are more likely to have a college degree, income above $75,000 and be an urban or suburban resident:

pew2

But younger consumers aren’t the only ones using mobile phones to access the Web – the report found that usage among cell owners aged 50-64 increased 15% in the past year, from 36% in 2012 to 51% in 2013.

Interestingly, the report found that 34% of consumers using their mobile phones to access the Internet said they mostly use their cell phone rather than any other device like a desktop or laptop computer.

This mass migration to mobile for Internet access means that the successful delivery of marketing content to mobile devices is directly impacted by the optimization of your website, landing pages and email for mobile. It is no longer a question of if you should optimize for mobile, it’s now just a question of when.

5 Steps to Implementing Data-Driven Marketing for Dealerships

steps in waterA recent Forbes article outlined the five important steps that companies need to take to begin implementing a data-driven marketing strategy.  These include:

1.  Understand the buyer journey.  Companies need to map and understand buyer behavior, from the first contact through purchase and aftermarket relationships.

2.  Analyze.  You need to understand where you are right now and what type of analytics – business, predictive, prescriptive – you will need to compete effectively.

3.  Data.  Develop an enterprise-wide data strategy that is actionable and links to all business objectives.  Ensure you have a system that will support data management, including data hygiene and compliance considerations.

4.  Organizational structure.  Since big data cuts across the entire organization, managers need to revisit organizational models, evaluate their current structures and design new approaches in order to maximize revenue opportunities.

5.  Technology.  Business and technology strategies need to be interwoven in order to deliver a true competitive advantage.

uNotifi provides a systematic approach to marketing to dealer customers based on their value to the dealership, their past behavior and providing them with relevant offers.  Contact us for more information.

The Benefits of Data-Driven Marketing

money targetA new survey of leading brand marketers by BlueKai, a data activation system for marketers and publishers, has found that a vast majority of those surveyed – 91% — say that data is of primary importance for effective target marketing.

Specifically, the survey discovered:

▪       78% say that their use of data has positively impacted conversion rates and sales

▪       71% say they’re better able to deliver more relevant messaging to more finely segmented audiences

▪       68% report an increase in clicks and traffic, with 21% claiming a 5-10% increase

▪       63% claim an increase in media buying efficiency, with about one-third saying that data drives more than a 10% increase

The study also found that marketers are most reliant on 1st party data, including:

  • Website data (83%)
  • CRM data (79%)
  • Email data (72%)
  • Digital campaign data (67%)
  • Search data (45%)

In addition, more than 90% of respondents said that they plan to integrate more data and audience information into their marketing initiatives over the next 12 months.

How Mobile is Changing Business

This year, more consumers will access the Internet via mobile devices – phones and tablets – than desktop computers, marking a significant change in the way businesses market to their prospective customers.

The infographic below from Internet analytics firm KISSmetrics shows mobile e-commerce trends that can help better prepare your dealership for using mobile in your marketing efforts:

how-mobile-is-changing-business-sm

How Data-Driven Email Marketing Yields Better Results

email2According to research by Ascena Retail Group, data-driven “triggered” email campaigns have been shown to deliver:

  • 70% increase in unique open rates
  • 55% increase in unique click-through rates
  • 300% increase in dollars per email delivered
  • 225% increase in conversion rate

With numbers like these, why would any marketer ignore the use of customer data to drive such significant improvements in their email marketing?

There are four key types of customer data that can help you improve your email marketing results:

  1. How customers interact with your emails – where they are clicking, which links they open, conversion rates, etc.
  2. How customers interact with your website – for example, if someone has been visiting your site to check out a particular car model, you can offer then a free test drive of that model.
  3. What customers have purchased from you in the past.
  4. User profile data – location, age, gender, etc. – for baseline targeting.

Marketers need to realize that customer data collection is not a “set it and forget it” proposition; marketers must constantly refresh the data to keep it relevant.  An automotive marketing CRM system can help dealers collect and apply customer data on a continual basis to make significant improvements in dealership marketing efforts.

How Mobile Marketing Helps Increase Customer Retention

text messageSeveral recent research studies show that businesses using multiple channels to connect with customers enjoy higher customer retention rates than those who only use one channel, and mobile is playing an increasingly important role in helping companies retain their most valuable customers.

Some of the ways leading brands are using mobile marketing to increase customer loyalty include:

Location-based alerts and offers – sending text messages to customers while they are in the dealership with service alerts and special offers make them much more likely to take advantage of those offers.  Couponing based on past customer behavior has also proven to boost loyalty.

Text messaging – based on its experience with several dealership CRM programs, Unotifi has found that customers respond more quickly to a text than any other form of messaging.  Sending texts about upcoming service or to update a customer about the status of a vehicle is a much more time efficient way for dealerships to communicate with customers.

Ability to make and track appointments – offering a way for customers to personalize their experience with the dealership by providing them with the ability to view their vehicle service history, schedule or change appointments and perform other tasks online gives customers the control they desire to manage their relationship with you.

Mobile marketing is just one more way for dealers to create a remarkable customer service experience that helps dealers foster loyalty as well as advocacy for the brand.

5 Things You Can Do to Boost Customer Loyalty

loyaltyProtecting what you have already invested in acquiring a new customer by keeping them a loyal customer is the key to dealership profitability.  Unfortunately, it’s harder than ever these days to create customers for life.

Here are 5 key strategies for getting current customers to come back for more:

1. Make exceptional customer service your competitive advantage.  Exceptional customer service begins with doing what you say you will do. It becomes a competitive advantage for your dealership when it permeates everything – from who you hire, to how employees are trained, to how you run your company. There is no replacement for a great customer experience.

2.  Stay in touch with customers.  You can’t build loyalty if you don’t keep in touch with your customers.  You can do this through loyalty programs, couponing, service reminders, email marketing and text messaging.  Promotional messages should be a part of your communications strategy, but the key is to provide customers with information that interests or helps them.

3.  Make company policies consumer-friendly.  Being flexible and understanding of an individual customer’s needs will gain you a reputation for being easy to deal with – and keep those customers coming back.

4.  Have a rewards program.  Implemented correctly, a rewards program is a great way to build loyalty.  Reward your customers for doing business with you and they will keep repeating the cycle.

5.  Make it hard for them to leave.  Offering customers a way to interact with you when they want to – say, via a personalized website that details everything about their vehicle, when service is due, etc. – makes it easier for them to do business with you and even harder for them to leave.

6 Savvy Mobile Marketing Practices

iphonesMobile marketing now outranks online advertising as a way to market to consumers; here are 6 savvy mobile marketing practices you should be considering as part of your dealership marketing strategy:

Have a mobile-optimized website.   If your website is not optimized for viewing on a mobile device, you are losing more prospects every day as the majority of smartphone owners use their mobile devices for local search for products and services.

Make messaging relevant.  Don’t ever send a message to a customer without a good reason.  Email from companies need to be useful and relevant, not random and annoying.

Keep on top of technology.  Changes in technology can have a significant effect on your customer base.  Companies that use advanced technology like an automotive marketing CRM system stay ahead of competitors.

Give sharing options.  Make sure you include social media sharing buttons on all your mobile messages as well as an option for recipients to share via email.  This will help you spread the word about your offer.

Use texting.  Texting is now widespread enough to be considered a new marketing medium.  Communicating with customers via text allows you to share time-sensitive material like daily promotions with prospects and current customers.

Use email.  Be sure your emails are mobile friendly, include direct clicks to your phone number and include links to mobile-optimized websites.  A majority of mobile users check email more often on their mobile device that they do on a PC.

Leveraging Dayparting in Your Mobile Strategy

sunMobile marketing allows dealers to take advantage of dayparting – delivering marketing messages during precise times – but doing so effectively requires a good understanding of how customers prefer to engage with your business.

To get to that understanding requires a deeper analysis of customer data to present the right message at the right time.  For example, if you have an intelligent customer database that can alert you when customers are most likely to be thinking about a new car purchase, you can send marketing messaging around free test drives on a weekend.  Sending the same message during the week will not likely result in much traffic since not many people are able to do test drives during a weekday.

As with other forms of media, there are different times of the day that appeal best to different audiences.  With a system that helps identify opportunities for service – pinpointing those customers who are overdue for an oil change or other service – dealers can send a morning message with an incentive to get the customer to drop their car off before work for service.

Dayparting not only enables marketers to deliver a timely message but also to maximize media value and effectiveness.  Reaching mobile users at the right time with an offer can be a powerful way to drive traffic and increase sales.