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:

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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:

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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.

Mobile Remains a Largely Untapped Opportunity for Marketers

texting manDespite explosive user growth in the past year, mobile remains a largely untapped opportunity for marketers according to the recently released Mobile Share Report from enterprise SEO firm BrightEdge.

Mobile Internet usage now accounts for one out of every three digital media consumption minutes.  The BrightEdge Mobile Share report tracks the business impact of mobile usage across 6,000 brands, analyzing the web traffic for more than 5 billion web pages to quantify how the mobile channel (smartphone and tablet) compares with the desktop channel with a key focus on how these channels drive conversions.

Some key findings from the report:

In the past 12 months, mobile traffic grew by 125% while desktop grew only 12%.

Tablet converts at nearly the same rate as desktop; mobile converts at about one-third the rate (0.3X) as desktop.

Video content drives conversions. While overall smartphone conversions lag desktop conversions, media and entertainment sites are an exception. Smartphone conversion rates exceeded desktop (1.6x), driven by people consuming videos and articles on mobile. Travel/hospitality (.7x) and e-commerce (.6x) also experienced above-average mobile conversions.

The growth of mobile Internet use offers a massive opportunity for marketers who learn how to optimize customer mobile experiences to drive conversions. To push mobile from its current high traffic/ low conversion rates, marketers need to invest in a holistic approach. It’s also essential that marketers leverage big data insights to understand the impact of their activities.

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:

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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.

Why You Should Be Doing Mobile Marketing

Recent research by emarketer.com showed that mobile use among U.S. adults is rapidly rising, with Americans spending one hour and 22 minutes every day on their mobile devices, up 34% from the previous year:

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Mobile marketing strategies have evolved with the technology, and the use of complex mobile data has enabled marketers to deliver relevant messaging to consumers in a more personalized fashion than ever before.  The three primary strategies for mobile marketing today include:

Location-based ads – delivering relevant ads based on a customer’s location.

Customer loyalty offers – apps that trigger personalized offers based on the consumer’s actions via the app.

Games – large brands like Starbucks include games in their apps to keep customers engaged.

With more than 75% of the world’s population having access to mobile devices, the marketer that takes advantage of this exceptional technology gains an important competitive advantage.

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.