Archive for September, 2012

Google: Smartphone Using Car Buyers Reward Dealers With Mobile Friendly Sites – Automotive Marketing

Google: Smartphone Using Car Buyers Reward Dealers With Mobile Friendly Sites

Google Research Shows Smartphone Users Reward Mobile-Friendly Dealership Sites, Punish Dealers Who Are Laggards…

A Chief Marketer survey released in June found that roughly half of the marketers surveyed either have optimized their main website for viewing over mobile browsers (31%) or run a separate mobile-specific website (17%). For those who haven’t yet optimized their sites, there’s no hiding from the Google respondents: 96% said they had encountered sites that were clearly not designed for mobile devices.

Mobile Site Experience Critical

Details from Google’s “What Users Want Most From Mobile Sites Today” indicate that about 3 in 5 smartphone users would quickly move to another site if they didn’t immediately find what they were looking for on a mobile site, suggesting that its not enough to have a mobile-optimized site, but that the experience has to be top-notch, too. 4 in 5 respondents who don’t like what they find on one site said they would search on another site, meaning that a poor experience could steer business to competitors.

Indeed, half of the respondents said that a bad mobile experience would make them less likely to engage with a company or dealership.

Dealerships’ Reputations at Stake

Further report findings suggest that car dealerships not optimizing their sites could damage their reputation among these smartphone using automotive consumers. About half said they feel frustrated and annoyed when they access a site that’s not mobile-friendly, and the same proportion said it made them feel like the company or dealership didn’t care about them. More than one-third feel that they’ve wasted their time.

Dealership Location, Hours, Click-to-Call Important

Car Dealers looking to provide the best experience to smartphone users need to provide users with the ability to take action when on the site. Other details from the study suggest that the key actions most users want to take on mobile sites are getting a location or business hours (76%), click to call the dealership (61%), sending an email (54%), and downloading an application (48%). Also important are getting to the dealership’s social networking page (48%) and playing a video clip (41%).

In terms of the most popular features, smartphone owners primarily want: a search bar that is both easy to find and use (78%); to have just 1 or 2 clicks for more information (78%); for the site to fit the small screen (76%); for there to be an option to go to the full site (74%); and for the site to look clean and efficient (74%).

Roughly 7 in 10 want big, finger-friendly buttons, and slightly less than two-thirds for there to be scrolling one direction only.

About the Data: The Google data is derived from a survey of 1,088 US adult smartphone internet users in July 2012.

Source: http://www.marketingcharts.com/wp/interactive/smartphone-users-reward-mobile-friendly-sites-punish-laggards-23638/

What has your experience been in dealing with car buyers or service customers that want to use their mobile devices to engage with dealership staff?

via Automotive Digital Marketing Professional Community.

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AutoCon2012: Thank You TrueCar! – Automotive Digital Marketing Professional Community

AutoCon2012: Thank You TrueCar!

Ashley Lopez writes: “AutoCon was a wonderful event and I feel so blessed knowing that I was able to attend. �The agenda flowed well…The general sessions were inspirational! I couldn’t decide which workshops to attend because there were so many GREAT ones to choose from! The floor plan of the convention center worked so well with the exhibit hall, sessions, meals…and who didn’t love the dessert?!” Use the link provided to read Ashley’s article and check out her photos from the event. �Please be so kind as to leave Ashley a comment. http://AutoCon.US�

via Automotive Digital Marketing Professional Community.

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Will Car Buyers Pay More For Green Technology? – Automotive Digital Marketing Professional Community

Will Car Buyers Pay More For Green Technology?

Market Research: Americans Go Slower, Choose Green Options Like Ford Fusion EcoBoost with $295 Auto Start-Stop Technology

  • Recent survey shows 82 percent of Americans are paying more upfront for green products that save money longer term, as many drive slower and take other steps to conserve fuel
  • New 2013 Ford Fusion offers hybrid-based Auto Start-Stop technology that shuts off the engine at stops to reduce fuel consumption in stop-and-go driving conditions
  • If just 50,000 customers add the $295 Auto Start-Stop Fusion option, it could save more than 14 million pounds of CO2 emissions and nearly 1 million gallons of gasoline annually
  • New Fusion is the first vehicle ever to offer the power of choice with fuel-efficient EcoBoost®, EcoBoost with Auto Start-Stop, hybrid and plug-in hybrid powertrains

DEARBORN, Mich., Sept. 12, 2012 – Energy-efficient washers and dryers, solar panels, and the fuel-efficient 2013 Ford Fusion look to be hot green products this fall as a majority of Americans say they’re paying more upfront to save money over time.
The all-new Fusion provides the power of choice – an automotive-first lineup of fuel-efficient EcoBoost®, EcoBoost with Auto Start-Stop technology, hybrid and plug-in hybrid powertrain offerings.
The Fusion with 1.6-liter EcoBoost engine is Ford’s first gasoline-powered vehicle in North America to offer the Auto Start-Stop fuel-saving technology – derived directly from advanced Ford hybrids, and a $295 option – with the convenience of a six-speed automatic transmission.

Click graphic to download PDF.

“As American consumers continue to get greener, Ford is rapidly introducing more fuel-saving technologies to expand the power of choice for leading fuel economy across our lineup,” said Ford group vice president for Global Product Development Raj Nair. “The new Fusion with Auto Start-Stop technology is an affordable way for consumers to enjoy some hybrid benefits including improved urban fuel economy and cleaner air.”
A Ford-commissioned survey by leading market research firm Penn Schoen Berlandalso found many American drivers are slowing down, coasting more to stops, and in some cases even slipstreaming behind larger vehicles to save gasoline.
Based on $1,000 of discretionary income to spend on energy savings, 25 percent of the survey respondents would buy a vehicle with hybrid technology, with almost equal numbers choosing energy-efficient appliances or solar panels.
Survey says…
The study shows the significance of this greener attitude shift, as seven out of 10 drivers have changed their driving habits to become more fuel-efficient.
This recently released research of American driver attitudes indicates the following trends:
  • Saving money and helping the environment are top drivers of energy-efficient purchases
  • Almost all respondents agree on the importance of fuel-efficient vehicles (95 percent), followed by energy-efficient appliances (93 percent) and light bulbs (85 percent)
  • Seven of 10 respondents have changed their driving habits to save fuel
  • Sixty-four percent drive less frequently, 41 percent have slowed down, and 10 percent say they draft behind larger vehicles to save fuel
  • Thirty-two percent have done research to find cheaper fuel
  • Twenty-one percent have purchased a new vehicle with improved fuel economy
How it works
Ford’s Fusion represents the first North American non-hybrid Ford application of the Auto Start-Stop feature and the first to combine this technology with a gasoline engine and the convenience of an automatic transmission, making this accessible to the widest possible range of drivers.
Auto Start-Stop switches off the gasoline engine when the vehicle is stopped in congested traffic, at stop signs and traffic signals. Seamlessly restarting when the driver releases the brake pedal, the system helps to save fuel and conserve the environment.
Ford Auto Start-Stop can provide up to a 10 percent improvement in overall fuel efficiency, with a corresponding drop in tailpipe emissions.
“This affordable system can provide real-world benefits such as saving money and helping preserve air quality,” Nair said. “For urban drivers, the more they stop, the more they save.”
Start, stop, repeat, save
Auto Start-Stop saves the fuel typically wasted when a car is standing and running at idle. Savings vary depending on driving patterns, but owners who spend most of the time in urban areas and city traffic will benefit the most – up to 10 percent.

Click graphic to download PDF.

On average, Auto Start-Stop improves fuel efficiency by about 3.5 percent. If 50,000 Fusions were equipped with Auto Start-Stop, the improved efficiency would reduce annual CO2 emissions by more than 14 million pounds and 1 million gallons of gasoline.
More broadly, a study by the United States Department of the Treasury estimates that congestion consumed an extra 1.9 billion gallons of fuel in 2011, approximately 5 percent of all the gasoline used. Studies show drivers encounter an average of 10 to 15 red lights and stop signs on a typical 20-mile commute, which can add from five to 15 minutes of idle time and wasted fuel.
“We expect the average Fusion driver with the 1.6-liter EcoBoost engine and Auto Start-Stop can recover the $295 cost of this technology through real-world fuel savings in less than 18 months,” said Samantha Hoyt, Fusion Marketing manager. “That’s more cash in their pocket and more time saved with fewer trips to the pump.”
The Auto Start-Stop engineering team has filed more than 25 patent applications for innovations developed in the electronic control strategy to ensure smooth and robust restarts.
The system also monitors climate control settings and cabin temperature and humidity to ensure a comfortable environment for the driver and passengers.
Power of choice
On sale this fall, Fusion offers customers the power of choice with the broadest selection of fuel-efficient powertrains in the midsize car segment – two EcoBoost-powered gasoline engines, a normally aspirated four-cylinder engine, a hybrid and a plug-in hybrid. Fuel economy includes:
  • 2013 Fusion 1.6-liter EcoBoost with Auto Start-Stop: Delivering a projected 37 mpg highway
  • 2013 Fusion Hybrid: Delivering at minimum a projected 47 mpg – 4 mpg better than the Toyota Camry Hybrid
  • 2013 Fusion Energi plug-in hybrid: Delivering at minimum a projected 100 MPGe-plus rating – making it the world’s most fuel-efficient midsize sedan when it becomes available early in 2013
The story behind the new Fusion
For more on the new Ford Fusion, check out http://FordFusionStory.com, a special mobile site featuring articles, videos and graphics that are easily shareable directly from a smartphone, tablet or computer browser to Facebook, Twitter, Google+ and blogs.
# # #
About Ford Motor Company

Ford Motor Company, a global automotive industry leader based in Dearborn, Mich., manufactures or distributes automobiles across six continents. With about 168,000 employees and about 65 plants worldwide, the company’s automotive brands include Ford and Lincoln. The company provides financial services through Ford Motor Credit Company. For more information regarding Ford and its products worldwide, please visit http://corporate.ford.com.

via Automotive Digital Marketing Professional Community.

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AutoCon 2012 Review – AutoConnections Conference and Expositon

AutoCon 2012 Review – AutoConnections Conference and Exposition

 

This past week, myself and Dan Collingridge had the pleasure of attending Auto Connections Conference and Exposition at the beautiful Aria Resort and Casino in Las Vegas, Nevada.

The event for automotive dealers and allied industries was the first of many AutoCons to come, presented by Ralph Paglia’s Automotive Digital Marketing, Chris Saraceno’s Dealer Elite, and Brian Pasch’s First Class Educators (PCG Digital Marketing). These men and the groups of people associated with them pulled out all the stops to make an excellent event, filled with education that dealers can actually bring back to the dealership, take action on, and achieve greater success. 

 

AutoCon Speakers

All of the presenters at AutoCon including Ralph Paglia, Brian Pasch, Glen Pasch, Lon Safko, Grant Cardone, David Johnson, Stan Sher, Craig Lockerd, Richard Bustillo, David Anderson and more were second to none. The material they presented was deeply focused on helping dealers get results from their traditional and modern marketing efforts. 

Not one of them appeared unprepared. In fact, their messages were delivered so naturally that you could tell weeks if not months had gone into preparation. The information they provided can seriously be taken all the way to the bank. I know that because it’s clear that they practice what they preach. 

 

Push for Success

I believe that the first step in the pursuit of success (whatever your definition may be) is knowing who to listen to. For instance, you’d never get real estate advice from someone who has never owned a home. Rather, you’d learn from someone who owns 12 homes, 5 condos, and an office tower. That person’s information will get you where you need/want to go. 

At AutoCon, the opportunity to learn from men and women who have accomplished success by doing what they teach was the key differentiator between attending events like this and purchasing that .99 cent book about success from Amazon. Accept information from those that practice what they preach and you’ll become a champion. It’s a pattern. 

The push for success is what I love so much about the auto industry. Where else do you find men and women coming together in the pursuit of personal, family, and business success? The energy I felt at AutoCon was so positive and motivating making it the fall conference of choice to attend. 

 

Unity

The thing that I find interesting about conferences like AutoCon is that no matter what, the chances of you running into a competitor of yours is pretty high. I even attended workshops where arch-enemies were in attendance together. The interesting part is that at the end of the day, all of us (both dealer and vendor) were (and are) united in our pursuit for success. We understand that behind the dealership or company stand real people. Real people who have a husband or a wife and children. Real people who have dreams and aspirations. Real people, united in the pursuit of personal, family, and business success. I love that.

 

Don’t Wait. Dominate. 

If you know me, you’ll know that I say this a lot. “Don’t Wait. DOMINATE!”. I love the idea of striving to become better, working smarter/harder, and achieving greatness. AutoCon has armed many dealers to kick things into high gear and bring their dealerships to the next level to which I encourage: Get out of your own way and make things happen. Don’t Wait. Dominate!

 

Conclusion

I literally have nothing negative to say. Okay, maybe the chicken on Thursday was a little dry, but besides that, I’ve come back from AutoCon with a renewed desire, great friendships, and information that is more valuable to my business and personal success than expected. I encourage any dealers who didn’t attend this year to make the choice right now to attend next year. You will not be sorry, I guarantee it.

What did you think of AutoCon? Leave your comments below!

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via Automotive Digital Marketing Professional Community

Michael, thank you for attending the very first of many AutoConnections Conference and Exposition events… To follow up with this detailed review and report on your experience at AutoCon 2012 is very highly appreciated! Readers and ADM Members who want to learn more about this annual event can do so by visiting http://AutoCon.US and you can post a review on the event itself, individual speakers and the facilities based on your experience attending #AutoCon at http://ReviewAutoCon.com

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Landing Page Optimization – Automotive Marketing Professionals

Landing Page Optimization – Automotive Digital Marketing

 

Here I was sitting in a landing page optimization course and the first thing they did was throw a formula at me. C=4m+3v+2(i-f)-2a.Thankfully, it really wasn’t a mathematical formula, just a conversion sequence that helped you visualize conversion. Dr. Flint McGlaughlin the founder of MECLABS, the world’s largest independent research institution focused on offer response optimization, was standing in front of the class saying, “You don’t optimize websites; you optimize thought sequences. Say it with me, C=4m+3v+2(i-f)-2a.”

What goes in that landing page optimization formula you say?

  • Motivation of user, force of the value proposition, incentive, friction, and anxiety.

He went on to say that the sales funnel we all know and love is actually upside down, “The value proposition is the fundamental force powering your prospects up the sales funnel,” he added.

This can be measured by four essential elements of offer:

  • Appeal- how much do I desire this offer?
  • Exclusivity- where else can I get this offer?
  • Credibility- can I trust your claims?
  • Clarity-what are you actually offering?

In order to express your value proposition on the Web, you must have congruence (having every element of your page state or support your proposition) and continuity (making sure that every step of the buying process states or supports the proposition).

I know I can’t say it as best as Dr. McGlaughlin can, so I found a video where he discusses the value proposition in better detail.

Got it? Good. Next was incentives. The object of incentives is to balance emotional forces from negative to positive. To determine your ideal incentive you must consider: marketing intuition, perceived value differential,and return on incentive. Here is another video in which Dr. McGlaughlin discusses these elements

Next Dr. McGlaughlin spoke about friction and anxiety. Friction, in marketing, is the psychological resistance to a given element in the sales process. Anxiety, in other words, is like concern, but it is just as lethal as friction. To get a better idea of these two elements, click here.

What does this mean for you?
If your Website isn’t optimized properly, you’re losing customers. Dr.McGlaughlin showed us case studies where there was a 200% increase in capturing lead information by simply adjusting elements of their website. Take a look at the links presented above to better optimize your website, you won’t regret it. 

With this information presented to me I had to take a 50 question test to get certified in landing page optimization. I passed, would you?

via Landing Page Optimization – Automotive Digital Marketing Professional Community.

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