Archive for category Mobile Marketing

Automotive Website Awards (AWA) Book is a Must Have for Car Dealers

The Automotive Website Awards (AWA) reception and celebratory event was held in conjunction with the 2014 NADA Convention in New Orleans.

Regardless of what anyone’s opinion is about the merits of the companies selected by Brian Pasch to receive the awards presented at this event, there is no other reference document, book, guide, website, Top Ten List or any other compilation of information regarding the companies that supply car dealers with eCommerce websites and associated peripherals that comes close to this book… As a reference tool used to see “Who’s Who” as an automotive supplier, the AWA Research Report for Car Dealers is without any competition… Neither is there anything out there that could serve as a reasonable substitute.

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So… With all that said, is this book worth the $50 cost to buy it from PCG Consulting? I have heard it said that actions speak louder than words. I purchased two of these books at the event in New Orleans and I paid full retail of $100. Every car dealer in America who considers Digital Marketing to be a core competency requirement for their business should order and retain this book… Every year.

If you are a Car Dealer then you need to invest the 50 bucks that this book sells for… The Automotive Website Awards #AWA2014 may not always pick the suppliers that I would have chosen, but the research done, which is published in this book, is the most comprehensive review of dealer website suppliers available from any source. Buy this book and review over 50 digital marketing suppliers who have their information listed, dealer customers cited and an assessment of their products and services shown. Learn more at http://ADMPC.com (photo taken at Automotive Media Partners, LLC)

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Yes, QR Codes Do Work – Automotive Digital Marketing Professional Community


See our QR Code in action. Scan the above QR Code to visit our Digital Dealer 13 site.

QR codes are all the rage, but do they work?

According to my Cobalt client, Lezley Pumphrey, BDC Manager of Motor City Buick GMC, the answer is yes. Her dealership started using QR codes in November 2011, directed at the Motor City Buick GMC Gateway page for GMC.

To date, they have seen a total of over 500 visitors from this new marketing method, a nice bump in traffic.

Pumphrey states, “At Motor City Buick GMC, we strongly believe in mobile traffic. Consumers no longer wait for an email response from dealerships. They grab their mobile device, research the dealership, and walk-in. The more mobile presence we can get, the better. We are always looking for ways to increase our QR code and Mobile website traffic.”

Lezley is not the only one seeing more traffic thanks to QR codes. In general, I would say dealers have gotten an average of 50-100 extra visitors per month through QR codes if they actively use them. These numbers aren’t huge, but the traffic is relevant and over time makes an impact. In addition these numbers are only expected to grow as the rise of QR codes continues.

In fact, a June 2012 Econsultancy Survey reports that 1 in 2 auto industry marketers are using QR codes to encourage customers to interact with their brand.

As with any emerging media, the big challenge is how to educate your clients and successfully incorporate QR codes into your in-store processes. Here are a few ideas:

  • Incorporate QR code giveaways at dealership events
  • Add a QR code to the last picture of vehicles details page
  • Incorporate QR codes on newspaper ads, monthly newsletters, direct mailers, etc
  • Add QR codes on vehicle stickers
  • Incorporate a QR code on signage in your service department so that people can scan while they wait
  • Place QR codes on the back of business cards for the sales staff – this way they can see a live view of inventory right away if they need it

Making QR codes a natural part of all your marketing can pay off in unprecedented ways when it comes to closing individual car sales, but you have to put in the time and effort to educate your sales staff and your clients.

Just think: a man may be interested in purchasing a car, but he needs to go home and talk to his wife first. The salesperson should have him scan the QR code for that vehicle in inventory so he can quickly and easily show his wife the car when he gets home. In essence, the dealership controls exactly what this man sees when he scans. This can have compelling aftereffects if the consumer is educated on its purpose. The key is to ensure the sales associate informs the consumer on how to later use the QR code.

Remember, innovation and education go hand in hand. In order to be successful, you need to educate both your staff and your shoppers about how to use these new codes. Start internally at the dealership. Train your staff on how to use QR codes and make sure they are comfortable using them. The same goes for your customers; since QR codes are new to many, it helps to incorporate clear instructions like “Scan this code on your phone to see 327 fresh-on-the-lot vehicles!” You may even want to have a link with a guide on how to scan a QR code. The clearer and easier you make it, the easier it will be to integrate.

Note: Motor City Buick GMC’s QR Codes come from their Cobalt Digital Advertising Packages. They get one QR code per month per package that integrates with their current incentives. They have used these QR codes on mailers, websites, and in the dealership. Learn more about our QR code offering today.

Do you have a great QR story? Share your story below.

By Jessica Terpstra

Cobalt Digital Advertising Analyst II

Original article can be found here.

via Yes, QR Codes Do Work – Automotive Digital Marketing Professional Community.

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Car Dealers Have 4 Mobile Musts for Google Advertising

4 Mobile Musts for Car Dealers Using Google Advertising

Here are the 4 Mobile Musts of Google Advertising for Car Dealerships

by Dan Blau, Cobalt Digital Advertising Analyst

Over the past decade, advertising budgets across the country have been increasing in the automotive industry. A new eMarketer report projects that the US automotive industry will spend $5.07 billion on paid digital advertising in 2013, with that total rising to $7.80 billion by 2017.

 

As budgets increase so does the number of channels in which those ad dollars can be spent, making decisions about where to spend your dollars extremely challenging. One important channel that should not be overlooked is mobile advertising on Google.

For the first time, smartphones are currently on pace to outsell standard feature phones. To say that the mobile car-shopping population is growing is an understatement. A J.D. Power & Associates study found that the percentage of US vehicle shoppers who have visited an automotive website via a smartphone grew from 17% in 2010 to 31% in 2012.

This increased access to smart mobile devices in the hands of potential car shoppers is a largely untapped opportunity. Especially when you consider that mobile shoppers are proven to convert better than desktop shoppers.

A recent study of Nissan’s digital traffic found that mobile car shoppers are 30% more likely to submit a lead than their desktop brethren. These potential customers tend to be on the go, in more of a rush, and looking to gain information— and sometimes take action— as quickly as possible.

If you’re not advertising and promoting your brand to roving car shoppers, that will help you build a strong mobile brand

Here are four mobile musts for your dealerships website and ad campaigns that will help you build a strong mobile brand.

1. Consider Your Mobile Shopper’s Experience

Before even thinking about advertising to drive traffic to your mobile site, you first need to get the site ready for proper viewing. The goal should be to make a simplified version of the full website that is user friendly and intuitive for your mobile shoppers.

First, make sure graphics and all content load quickly. Mobile users have limited time and attention spans. Aresearch study conducted by user experience expertsAkamai shows that mobile website bounce rate increases drastically if a site takes longer than 6 seconds to load.

Your next step should be to consider the varying screen sizes of mobile devices. Verify that appropriate formatting is in place to make the content appealing and easy to navigate while viewing on phones and tablets.

 

2. Appeal to Mobile Search Traffic

Now that you’ve streamlined your mobile site, it’s time to put yourself in the mind of the mobile shopper. Ask yourself:

What searches would a mobile shopper perform, and how can I utilize that search information to drive relevant traffic?

The user experience when performing a dealership search is different on a phone or tablet than it is on a desktop. For one thing the potential buyer is using a touch-screen, and therefore is less likely to type a long search query. Shorter searches mean that the keywords you need to bid on need to be very precise. It would be wise to consider possible shortenings or abbreviations. And be sure to avoid using keywords that are overly broad that will end up attracting irrelevant clicks.

3. Enhance Your Campaigns

Enhanced Campaigns in Google Adwords is a powerful feature than can help you organize your different mobile campaigns and set your mobile bids to ensure your ads perform better. Think about the size of a mobile screen and how important it is for mobile ads to rank high. On a desktop there are ten ad positions that take up close to one third of the screen, while phones and mobile devices might only feature three ad positions that occupy 50% of the screen.

That’s some valuable real estate right there! This monopoly on screen space is another reason why mobile ads tend to have higher click-through rates.
And in case you were wondering… Yes, Google has effectively monopolized the mobile search market. According to Global StatCounter, Google’s mobile search market share was 96.9 percent as of May 2012. This alone is more than enough reason for dealers to embrace Enhanced Campaigns in their mobile strategy.

 

4. Optimize Your Landing Pages for Mobile

Potential phone and tablet customers deserve the same experience as desktop shoppers. Directing users to designated landing pages with strong, relevant content— and not just dropping shoppers on the home page— is a big part of providing that seamless experience. These landing pages should be mobile optimized, easy to navigate and in line with the site’s overall style and layout.

These steps may seem basic, but there are still brands out there that ignore the simplest things that make the biggest impact on their dealership advertising.

What steps have you taken to make sure your advertising is reaching the growing mobile shopping community?

About the Author

Dan Blau has a Bachelor’s Degree in Marketing from Washington State University and brings 5 years of digital advertising experience to Cobalt. Before working at Cobalt he was a Marketing Specialist at a Bellevue e-learning company. Dan’s first car was a 1995 Turquoise Toyota Tercel 5 speed. He’s a diehard Seattle Seahawks fan and is a season ticket holder. Feel free to reach out to Dan atblaud@cobalt.com.

via 4 Mobile Musts of Google Advertising – Automotive Digital Marketing Professional Community.

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Auto Dealers Beware: New Texting Regulations In Effect – 7 Tips

Auto Dealers Beware: New Federal Texting Regulations NOW In Effect – 7 Tips for Mobile Marketers

New FCC Regulations In Effect: Telephone Communications Protection Act (TCPA)

With the latest Telephone Communications Protection Act (TCPA) rules settling into place, we’ve got to remember that not all texts are created equal.

Is your dealership’s texting up to snuff? Do what it takes to get there…because 97% of texts are opened and read within 3 minutes vs. 22% of emails!

Did You Know?

According to the latest Telephone Communications Protection Act (TCPA) rules:

  1. As of January 14, 2013 – Messages (phone calls and texts) must include the ability to immediately opt out.
  2. As of October 16, 2013 – You must get unambiguous written consent before sending telemarketing calls or text messages via automatic telephone dialing systems (ATDS).
  3. As of October 16, 2013 – Established business relationships with consumers no longer relieve you of that written consent requirement.

First Things First: What Are the New Rules?

The TCPA is often updated to reflect changes in technology and use, and the 2013 updates say…

  • Messages (phone calls and texts) must include the ability to immediately opt out – effective Jan. 14, 2013
  • You must get unambiguous written consent before sending telemarketing calls or text messages via automatic telephone dialing systems (ATDS) – effective Oct. 16, 2013
  • Established business relationships with consumers no longer relieve you of that written consent requirement – effective Oct. 16, 2013

Know Who and What You Text

So, what can your dealership do to insure compliance?

Check out these seven pointers, then make sure you do your research and talk with an attorney for specific legal advice*.  

Here are 7 urgent tips…

#1: Do you use SMS ShortCode programs for blasting text messages out to a long list of mobile phone numbers (used for mass marketing specials, contests, etc.)?

While they can be effective, they’re probably the most heavily regulated type of texting. It’s also the type that got the Lithia group in big trouble a few years back, resulting in a multimillion-dollar settlement. You may want to hit pause until checking with your vendor and attorney.

#2: Do you (or others at your dealership) text with customers?

If your employees text on behalf of the dealership from their personal cell numbers, you have a problem. You likely have no idea how employees got customers’ numbers and no record of their written consent to be texted. You also probably have no transcripts of the conversations and no control over opt-out messages. So while your dealership needed a system to manage and control one-to-one text messaging before the new TCPA regulations—a system like Contact At Once! Mobile Text Connect (MTC)—the need is truly urgent now.

#3: Do you have a process for gaining a customer’s express written consent to text?

It’s one of the new regulations as regards SMS text marketing, but it’s smart to apply it to any texting. So make it part of the process when capturing lead information. Keep a record of that written permission too, in case the customer challenges your dealership somewhere down the road. (MTC does all this for you, making it easy to be compliant and pull up records of written permission should the need arise.)

#4: Do you tell customers that “message & data rates may apply” when they text with you?

Even if they aren’t signing up for text marketing, this is a best practice. (MTC adds this on all consumer-facing calls to action, like the first “click to text” form.)

 

#5: Do you offer clear ways to opt out?

If marketing, you should include it in every message. If texting back and forth with customers (like about setting appointments), you should send it in the very first confirmation text message. (MTC automatically requires this opt-out message to be the first text you send.)

#6: Do you have a process for those who opt out?

Ensure that no one at your dealership texts them again by mistake. (MTC automates this compliance by blocking the phone number of opt-out customers…until that customer opts back in.)

#7: Do you already use a vendor to help manage your dealership’s one-to-one text messaging?

See if your vendor is up to date on the latest TCPA details. Then, make sure their system integrates mobile leads into your CRM, includes opt-out procedures, and lets you monitor and track the conversations so you can ensure these texts are used the right way…to provide information and customer service, not unrelated marketing. (If you are using MTC, you’re all set.)

Keep on Texting

Think that texting just isn’t worth this extra effort? Think again.

Texts sent to your customers bypass clutter and get read—Adtruth says that people check their smartphones 150 times a day.

And it’s in our interest to keep it that way. So while any rules change can be annoying, these TCPA changes can help prevent spammers from diluting a powerful communication channel.

That’s worth a few extra steps to ensure compliance!

*Please note: This article does not provide legal advice. Please consult your attorney for legal advice that pertains to your situation.

CONTINUE READING  AT THE ORIGINAL SOURCE OF THIS ARTICLE 

ADM Professional Community Members can download a full report in PDF file format:

TCPA-Guide-October-2013.pdf 

 

via Automotive Digital Marketing Professional Community.

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Is Your Mobile Website Ready for Google Enhanced Campaigns?

Is Your Mobile Website Ready for Enhanced Campaigns?

Is Your Mobile Website Ready for Enhanced Campaigns?

Today’s car shopper prefers a mobile-responsive experience. Tomorrow’s search ads demand it…

In an attempt to drag all of its advertisers into the new multiscreen reality, willingly or otherwise, Google recently announced the impending switch to Enhanced Campaigns. Ads in all campaigns will have the potential to run across all devices, so whether your prospective buyer is researching a car on a phone, tablet, or desktop, she may be served the same ad. 

If your site isn’t flexible enough to take users directly to the page they want – regardless of the device they are shopping on – then it’s time to start tweaking your stylesheets. Otherwise, you risk wasting thousands on mobile and tablet users who bounce the moment they’re redirected to your homepage instead of the inventory, lease offers, or service coupons advertised.

What’s changing?

Along with disabling the ability to select which devices you want your campaigns to target, Google Enhanced Campaigns usher in greater flexibility in device preference, ad extensions, geographic targeting, and conversion optimization.

In legacy campaigns, AdWords set device targeting and ad extensions at the campaign level. So, all ads in a particular campaign were set to show on phones, tablets, desktops, or a combination thereof, all with the same sitelinks, phone number, or address extension attached. Enhanced Campaigns let you drill down and select devices and ad extensions in a much more granular manner.

Here’s an example of a new Enhanced Campaign in action:

A dealership is ramping up its Service Enhanced Campaign. During business hours, mobile users are served ads with copy boasting quick wait times, an address with one-click directions, and a click-to-call phone number. Desktop users see coupon-focused copy with a tracking phone number and expanded sitelinks to soft-sell service pages. Once the dealership closes, ads with links to service forms go live in place of the phone numbers.

Another big change arriving with Enhanced Campaigns is geographic bid adjustment. Dealerships can now boost bids in zip codes where they sell the most cars. Before, advertisers chose geographic targets for their ads at the campaign level, and you were forced to create different campaigns for every zone in which you wanted to have separate bids. With Enhanced Campaigns, you can easily adjust bids by location without having to create dozens of separate campaigns.

Here’s an example in action: 

Browsing sales reports, a dealership sees that a significant number of their new vehicle sales are coming from users in select zip codes. Using bid adjustments in Enhanced Campaigns, the auto dealer can quickly and easily increase their bids by 50% for targeted keywords in that zip code, leading to a greater market share in an already receptive area, while decreasing bids in zips known to have a weaker return.

Four things dealers can do right now:

1. Ensure that you have Google Analytics installed on your site, and link your AdWords and Analytics so that you can measure the effectiveness of your ad traffic.

Before you begin upgrading your account, make sure that you know what’s happening with the traffic you’re paying for. If you’re not looking at what’s happening after a user clicks on your ad, then you’re flying half-blind.

Linking accounts is easy – just make sure you’re an administrator on both your AdWords and Analytics accounts, and you’re halfway there. Follow the instructionshere to close the loop.

2. Make sure the destination URLs on ads for inventory or other deep links won’t redirect mobile users to the homepage.

If you have a responsive-mobile site – that is, a singular site for all devices that doesn’t redirect mobile users to a mobile.yourdealership.com or yourdealership.com/mobile/ version of your site – then you’re already ahead of the game. 

Otherwise, contact your PPC provider and make sure that they create new Enhanced Campaign mobile ads with destination URLs that go right to the relevant page. Even if they have separate mobile campaigns right now, once they’re upgraded to Enhanced, those ads will show on any device.

3. Adjust bids based on location to make sure you dominate in zip codes you know have high sales numbers.

Take a look at your sales data over the last 12 months and send your PPC provider a list of the zip codes where you know you do well. Start with those locations, and concentrate on building out more sophisticated targeting in the future.  Focus on areas aren’t ranking well Organically.

4. Use upgraded call extensions to get free call tracking on your search ads.

Upgraded call extensions on Enhanced Campaigns no longer charge $1 per call, so take advantage of that free call tracking by adding it to any ads where a phone number will make a difference. You can also set up conversion tracking through AdWords to register any call greater than a specific duration to count as a conversion. That extra data will help guide on where the call extensions are most effective.

via Automotive Digital Marketing Professional Community.

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CRM Triggered Personalized Customer Emails Outperform Bulk Email Campaigns for Car Dealers

CRM Triggered Personalized Customer Emails Outperform Bulk Email Campaigns for Car Dealers

 

Personalized Promotional Offers and Event/Time CRM Triggered Emails Seen Delivering Stronger Results than Mass Email Campaigns for Car Dealers and Automotive Marketers

The results stand in apparent contrast to study findings from MailerMailer last year. That study found that emails with the subject line personalized had lower open and click rates than those without personalization. The difference could be attributable to the sample set analyzed. The MailerMailer study took a broad view, looking at opt-in emails as a whole, while the Experian study analyzed promotional and triggered emails only.

I have seen where time spent detailing out the email templates that are triggered by lead status changes in a dealership CRM system creates a highly effective sales and marketing automation strategy. In my own personal experience, the many hours invested in creating custom email templates that are specific for such CRM activities as leaving a voice mail, trade-in estimate, payment quotes, changes in program interest rates for the specific vehicle the customer is interested in, or sending a price quote will pay off with a robust ROI. Customers receive a steady stream of personalized messages that are triggered by an event or timing that is predetermined and logically expected by the customer… When done properly, these automated highly personalized CRM triggered emails will elicit a thank you from customers for the diligence a salesperson has exercised in staying in contact with them. Quite simply, there are few other sales automation systems appropriate for car dealerships with as positive a result as robustly customized CRM implementations.

   

For CRM system triggered emails, those with the subject line personalized had an average open rate of 29.2%, about 25% higher than the rate for those broadcast email campaigns without personalization (23.3%).

  

As for unique click rates, personalized emails outperformed their counterparts for both promotional emails (3.2% vs. 2.3%) and triggered emails (6.7% vs. 4.4%).

   

The Experian study also finds personalization providing a significant lift in transaction rates and revenue per email:

  • For broadcast type promotional mailings, transaction rates were 7 times higher (0.35% vs. 0.05%), while for CRM triggered mailings, they were more than twice as large (0.62% vs. 0.25%)
  • For promotional mailings, revenue per email was more than 6 times higher ($0.26 vs. $0.04), and for triggered messages, they were 63% higher ($0.31 vs. $0.19).

Source 1: MarketingCharts.com/personalized-promotional-and-triggered-emails-s…

Dealer-to-Customer Emails:
Data Shows Longer Subject Lines Get More Clicks

These emails have a CTOR 94.7% above the average (and click and open rates 276.4% and 93.2% above-average, respectively). B2B emails show a similar trend, though not quite as clear cut. Emails with subject line length of 20 characters performed above-average for all 3 metrics, though the rates generally dipped after that until recovering from 90 characters in length and up. The peak for open rate was 20 characters (24.6% above-average), while the peak for click rate was for 140 characters (82.7% above-average) and for CTOR was also 140 characters (72% above-average).

E-commerce Emails Show Mixed Trends

Data from Adestra’s subject line study indicates that when it comes to the e-commerce sector, the results are fairly mixed. Subject lines 110 characters in length performed best for open rates (122.4% above-average), but those 70-characters-long did best for click rates (91.1% above-average), while those with 30 characters achieved the best CTOR (17.4% above-average), despite the latter having below-average open and click rates. Overall, subject lines with 70 characters appeared to do the best, with above-average performance in each metric.
  

For the events sector, short subject lines (20-30 characters) got the highest open rates, while longer subject lines (120-150 characters) got the best click rates and CTOR. Publishing emails displayed the same pattern as events emails, though for charity emails, short subject lines had the highest open, click, and click-to-open rates.
  

Overall, across the 6 sectors studied, despite an open rate peak for emails with 20 characters, longer subject lines (100+ characters) appeared to deliver better open, click, and click-to-open rates. This compares with recent studies from MailerMailer and Informz, which found shorter subject lines to clearly have the best open rates, though with mixed results for click rates.
  

Word Count Results Similar

Further results from the Adestra show that word count length has a similar effect to that of character count, but is amplified. Email subject lines that are a single word have a spike in open, click, and click-to-open rates relative to the average, though all metrics dip in response rates alongside increasing word length, until 15 words and longer, when they begin to rise and hit new peaks.
  

Looking at the results by sector, some interesting patterns emerge. For e-commerce emails, 1-word subject lines had the highest open rate, but 4-word lines had the best highest CTOR relative to the average. For events emails, shorter word counts (2-5) delivered the best open rates relative to the average, but longer word counts (19 and up) delivered both the best click and click-to-open rates relative to the average.
   

For the publishing sector, the results were clearer: longer subject lines delivered generally higher-than-average open, click, and click-to-open rates, aside from a spike at 2 words. For the charity sector, short subject lines did well for open and click rates, and longer counts (14 words and up) performed worst for click-to-open rates.
  

In the B2B and B2C sectors, open, click, and click-to-open rates were generally better for longer word counts, though 2-word subject lines performed best overall in the B2B sector.

“Coupon” Fares Worst Among Offer Terms

Notably, the study finds that for the e-commerce sector, the word “coupon” has open rates that are 55.6% below the average for offers emails, with click rates also 85.8% below-average and CTOR 68.1% below-average. This appears to be in direct contradiction to results from an Epsilon study also released in July, which found that the keyword “coupon” was tops for email opens. However, that study only measured the 2011 holiday season, which may explain the discrepancy in results.

  

According to Adestra, the words “sale” and “% off” performed best in click rates and CTOR relative to the average for offer emails, and also perform among the best for open rates.

   

Other Findings:

  • For the events sector, using currency (particularly $ signs), first names, “thousands,” or “millions” can have an uplift for all 3 metrics.
       
  • For the publishing sector, “video” and “exclusive” perform very well relative to the average, while the terms “newsletter,” “research”, “report,” “forecast,” and “intelligence,” all perform significantly below-average.
       
  • For the charity sector, the words “appeal” and “donate” fare poorly compared to the average, while “give” has above-average results.
       
  • For the B2B sector, currency symbols, as well as words such as “profit,” “revenue,” “turnover,” and “referral” perform markedly above-average, while the term “B2B” shows very poor response rates.
       
  • For the B2C sector, “sale,” “% off,” “video,” “exclusive,” and “new” perform best, while “coupon,” “half price,” “free,” and currency symbols are below-average.
       
  • According to a July 2012 report [pdf] from Experian, including the word “exclusive” in the subject line can provide a lift of 14% in promotion mailings (15.9% with vs. 14% without). Similarly, subject lines including “top 10″ or “top 5″ deliver open rates 13% higher than promotional emails without them (16.1% vs. 14.3%).
        
  • Also per the Experian findings, emails asking customers to rate and review purchased items generate 2 times higher open rates, 39% higher click rates, 22% higher transaction rates, and 32% higher revenue per email.

About the Data: The Adestra study campaigns had more than 5,000 recipients per campaign, but were not limited to large campaigns. The study was conducted across the client basis without regard to list size.

 

via  Automotive Digital Marketing Professional Community.

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Josh Vajda Advises Car Dealers on How to Communicate with Mobile Customers

via How to Communicate with Mobile Customers – Automotive Digital Marketing Professional Community.

How to Communicate with Mobile Customers

It’s becoming more common for customers to shop, communicate and conduct daily business using their mobile devices.

If you are selling cars in a dealership, I’m guessing you’ve received many responses from customers with the signature “sent from my iPhone/4G-LTE smartphone/mobile device.” When you see this type of response, do you attempt to communicate as you normally would?

 

Almost all of the e-mail templates and responses I have seen were created for customers who are sitting at their computers. Many salespeople have been trained to reply to an Internet lead with a fairly long, personalized response that includes links to several pieces of inventory, reasons for buying from this dealership and one or two questions designed to engage. This type of e-mail is great if your customer is sitting at the computer. But if you send that same response to a mobile customer, they’re probably not going to engage.

 

So what’s the best way to communicate with a mobile customer? Here are a few tips:

 

1)    Get to the point. Mobile customers don’t think or respond the same way, and don’t have the same level of patience as when they’re sitting at home on their computers. A mobile customer is probably going to be distracted; multi-tasking, bouncing from checking e-mail to Facebook, to Twitter, to attending to their daily life. For this reason, keep your e-mails to no more than a couple sentences and you’ll be more likely to engage that customer in a conversation.

 

2)    Choose attachments and links carefully. If you’re used to sending a brochure about your dealership, an embedded video, or showcasing a particular vehicle with hundreds of photos, think twice before sending memory-heavy attachments to the mobile customer. Mobile users aren’t likely to open an attachment that’s difficult to view on a small screen or takes a long time to download. Instead, send a link to a video or send one good photo of the car that they inquired about.

 

3)    Be Patient. On mobile devices, many people respond one line at a time, as if in a chat. Going back and forth one line at a time may become frustrating to you. But remember, this is not about you, it’s about the customer and their needs. You may reach a point where you think that one phone call could replace all this, and ask the customer to just call you, or you may try calling them. Or you may be tempted to write, “if you set an appointment to come in and take a test drive, all your questions will be answered.” Yet, just as we’ve been taught to earn the right to ask for the sale in the traditional sales process, you must earn the right to ask your mobile customers. When you’re communicating via mobile, it may take a lot longer, moving one small step at a time. Trying to skip ahead in the process could disconnect them from the conversation.

 

What tips do you have for communicating with mobile customers?

via How to Communicate with Mobile Customers – Automotive Digital Marketing Professional Community.

English: Washington, DC, April 27, 2010 -- FEM...

English: Washington, DC, April 27, 2010 — FEMA launched web pages that now work on mobile devices and residents now have the option of getting FEMA assistance information on their mobile phones. The address is http://m.fema.gov. FEMA/Bill Koplitz (Photo credit: Wikipedia)

 

 

 

 

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