For Car Dealers, QR Codes are the Most-Used Mobile Channel for Engaging with Automotive Consumers
1 in 2 auto industry marketers say they are using QR codes to encourage their customers to interact with their brand, per results [download page] from an Econsultancy survey released in June 2012, in partnership with Responsys. QR code usage by these respondents surpasses other mobile channels, including creation of applications (35%), mobile commerce (29%) and mobile optimized emails (29%).
Roughly one-quarter are using SMS marketing, while less than 1 in 5 are employing location-based marketing. Just 7% have turned to MMS and 2% to NFC.
Automotive Advertising Agencies show some different patterns with regards to their clients. 54% say their clients use apps to encourage their customers to interact with their brands, while 49% indicate their clients use QR codes. Agencies are more likely than companies to report client use of mobile optimized emails, SMS, and location-based marketing.
According to a Multichannel Merchant survey also released in June, merchants are integrating QR codes into their marketing strategies …. 47% of respondents this year said they are using QR codes, a dramatic increase from just 8% a year ago.
Search Most Popular Ad Type
Data from Econsultancy’s “Cross-Channel Marketing Report 2012″ indicates that mobile search marketing is the most popular type of mobile advertising used by company marketers, at 35% of respondents, followed by push notifications (29%).
A plurality of agencies also say their clients are engaged in mobile search marketing (42%). Mobile display advertising (banner) is cited by 41% of agencies, compared to one-quarter of companies, with agencies also more likely to indicate their clients’ use of advertising on apps (37% vs. 22%), location-based targeting (30% vs. 22%), and mobile display advertising using video (19% vs. 12%).
Various studies have highlighted the growth of mobile’s share of search marketing budgets of late, with IgnitionOne most recently reporting mobile paid search spend growing 333% year-over-year in Q2, to reach 14% of total US paid search budgets.
Display Ad Engagement Sentiment Mixed
Respondents to the Econsultancy survey do not paint a clear picture when it comes to engagement rates with display advertising via smartphones as opposed to via PCs. Among company respondents, 33% feel that customers are more engaged with display advertising on smartphones than on PCs, while 40% say they are less engaged. Among agencies, 35% feel that engagement is higher on smartphones, compared to 33% who feel that it is lower.
- 1 in 5 car company marketers say they personalize mobile display advertising based on location, while 28% of agencies report their clients’ use of this targeting method.
- Roughly one-quarter of car companies are using offline advertising to promote engagement on mobile devices, and a further 17% are planning to do so.
- Automotive Advertising Agencies indicate slightly higher levels of offline ad use by their clients: 35% say their clients are using offline advertising to promote engagement on mobiles, and an additional 20% say their clients are planning to do so.
- According to Google survey results released in February, two-thirds of US smartphone users who say they at least rarely notice advertising have used their device to run a search in response to an ad they have se….
MOBILE MARKETING FOR CAR DEALERS
The AutoConnections Conference and Exposition scheduled for September 5 through 8, 2012 at the Aria Resort and Casino in Las Vegas is an excellent resource for auto dealers seeking to develop a more effective mobile marketing strategy. With an entire workshop and lab track focused on automotive mobile marketing, AutoCon represents a tremendous opportunity for car dealers to advance their skills and understanding about marketing to automotive consumers using smart phones and tablet computers while outside their homes or offices. Shuki Lehavi, CEO of Gumiyo Technology, the auto industry’s leading mobile marketing platform, is the Chairman of AutoCon’s Mobile Marketing Certification Track for dealers and will be available for your direct connection. Gumiyo supplies the backbone platform used by companies such as Reynolds and Reynolds, HomeNet, the Chicago Tribune, Los Angeles Times, Buzzmedia and many others. They are by far the auto industry’s leading provider of carrier certified application, SMS messaging and mobile website products for companies serving car dealers.
Over 90% of Americans keep their cell phones within arms reach 24 hours a day. Mobile is one of the fastest growing consumption channels with smart phone adoption rates skyrocketing among consumers.
With more website visitors coming via mobile devices, it is increasingly important for dealers to have a strong presence in this area. AutoCon 2012 delivers key information about mobile topics such as responsive web design, creating custom mobile apps, SMS marketing strategies, and more.
Register to attend the AutoConnections Conference and exposition by clicking on the advertisement shown above… This is by far the best opportunity for American car dealers to develop a truly effective competitive advantage through the implementation of a mobile marketing strategy based on the correct information delivered by the right connections!