Many automobile dealerships have recognized the fast growing market segment of mobile automotive advertising. Mobile advertising, in and of itself, is an extremely fast-growing marketplace that is presented a fantastic opportunity for anyone who is willing to use the platform for brand development and exposure. In the case of automobiles, typically mobile automotive advertising centers on giving car shoppers the ability to get additional information and ultimately the final dealerships websites. The act of buying a car typically requires a bit of research and often time’s individuals will seek out the dealership as a means of getting an opportunity to look under the hood. Not to mention, test driving a vehicle that is an important decision-making process that will ultimately have to be done prior to buying the car. Many dealerships have found that mobile campaigns have increased the potential to shape customer’s opinion prior to a more directed research process. They’ve been able to effectively create a sales funnel and push them along their research process into automotive brands that they may not have considered buying. They are able to achieve these results by increasing the number of car shopper’s exposure to ads that have a directed call to action or offered the ability to sign up for deals and other communications. In doing so, dealers have seen an increase in conversion rates and ultimately an uptick in the number of individuals visiting their showrooms.
There is a large contingent of auto dealers who have gotten extremely creative with their mobile automotive advertising and advertising efforts. A number of the tactics utilized in a directed mobile automotive advertising campaign can include one-time offers, special pricing offers and even contests and giveaways for individuals who promised to visit a dealership within a certain amount of time. Many have also sought out social media platforms in an effort to increase engagement and ultimately drive more customers to the physical locations. It is those dealers who have understood the right mix of advertising and the most appropriate networks for their specific message who have been the most successful. Mobile automotive marketing extends far beyond simple text messages and e-mails to your handheld device. Nowadays dealerships are even implementing off-line methods through the use of quick response (QR) codes in an effort to have individuals scan these items to be entered in to drawings and giveaways. These creative promotions have been extremely successful and ultimately result in much more interaction of the more tech savvy crowds. Dealers understand that the marketplace is changing and communication methods are continually turning to mobile devices.
Research indicates that over 90% of mobile device users that receive text messages will read them. The conversion numbers are just a staggering in that response to mobile automotive advertising is quickly surpassing 55%. The other beauty of this platform is its ability to be tracked for a number of different metrics. This gives dealerships the opportunity to further refine their advertising and investment as they can now focus on the high-performing areas while turning away from the ones displaying poor performance. In addition to this, these companies now have the ability to get a real-time response gauge to their effectiveness of their promotion while ultimately targeting a younger generation. This allows them to continue to build a customer database of new and potential clients while also having the ability to incorporate them into future campaigns. On the consumer side, never before have we seen such a wide array of information available for vehicles even when the dealerships are closed. This allows for a higher level of convenience and makes the buying decision making process that much easier. The mobile advertising push will continue to incorporate new and more highly specialized methods as this advertising methodology continues to develop.
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How is your dealership shifting your marketing plan to take advantage of the local vehicle shoppers who are looking via mobile devices at comparisons, online inventory and vehicle reviews?
About Alan Moore: Alan is an Internet Marketing Consultant with ReachLocal Baltimore. His mission is to help you increase your revenues and decrease unproductive advertising expenses through proven, online marketing strategies. He manages over $2,200,000 in yearly marketing budgets and has worked with local businesses, agencies and the US government. Give him a call at (877)655-3438 to schedule a Free Online Marketing Consultation.
To read more of the article that inspired this blog, please visit: http://www.emarketer.com/Article.aspx?R=1009092