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:
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.
Mobile 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.