Archive for category ZMOT

QR Codes Most-Used Mobile Channel For Engaging Car Buying Customers

QR Codes Most-Used Mobile Channel For Engaging Car Buying Customers

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.

 

Other Findings:

  • 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….

 

Source: http://www.marketingcharts.com/direct/qr-codes-most-used-mobile-cha…

 

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!

via Automotive Digital Marketing Professional Community.

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Lon Safko, Author of Extreme Digital Marketing, Keynote Speaker at AutoCon 2012

Lon Safko, Author of Extreme Digital Marketing, Keynote Speaker at AutoCon 2012

Gilbert, AZ – Lon Safko, one of the marketing world’s most successful entrepreneurs and best-selling author and social media strategist, will deliver a keynote address on September 6th at the AutoCon 2012 conference.  Lon will also host a panel workshop discussion on September 7th.  Lon is the founder of 14 successful companies, including Paper Models, Inc., which developed Three-Dimensional Internet Advertising and Virtual-Electronic-Retailing “V-E-Tailing” for business, promotions, and education, for which Lon holds three patents. He also privately coaches Fortune 1,000 companies on harnessing innovative thinking and social media strategies to create higher productivity and profits.  His latest of seven best-selling books, “The Social Media Bible,” unlocks the mysteries of the hottest new Internet wave, Social Media, including Facebook, Twitter, and YouTube for business. This book is transforming corporate, government, and non-profit marketing strategies and how they use these new media to reach their desired audiences with powerful messages and efficiency and is now in its second edition, which hit #1 on Amazon in both Business & Marketing categories.  Lon is a sought-after professional speaker, wowing audiences in a hundred cities nationwide with his insights into innovation, creativity, and how to be a successful entrepreneur / intrapreneur in this global digital age. His presentations are described as “informative and entertaining, packed with useful information.” And the U.S. Postal Service called Lon “inspiring and motivational.”  To see Lon Safko speak at the AutoCon 2012 Conference, please visit http://www.autocon2012.com

via Automotive Digital Marketing Professional Community.

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Car Buyers Use Mobile to Research Vehicle Purchases – Automotive Digital Marketing Professional Community

Car Buyers Use Mobile to Research Vehicle Purchases

via Automotive Digital Marketing Professional Community.

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AutoCon 2012 Upgraded Fall Conference Facilities To Meet Demand – Aria Wins Bid – Automotive Marketing

AutoCon 2012 Upgraded Fall Conference Facilities To Meet Demand – Aria Wins Bid

The rooms at Aria where AutoCon 2012 attendees will be staying are AT LEAST twice as nice as those at the much older Mirage property… And thanks to Carrie’s negotiation skills, AutoCon attendees will be staying at the Aria for less than half the cost this property normally receives! A nicer hotel at a room rate less than most other conferences is yet another reason to attend AutoCon 2012 and gain the most significant strategic insights and competitive advantages in the auto industry.

via Automotive Digital Marketing Professional Community.

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Ralph Paglia Announces 2012 AutoConnections Conference and Exposition – Automotive Marketing

Ralph Paglia Announces 2012 AutoConnections Conference and Exposition

AutoConnections 2012 is the first in a series of annual events which will surely become the premier auto industry gathering of thought leaders and business practitioners for the benefit of the car dealers who attend. This event will connect participants with the knowledge, insights, experts and inspiration to drive competitive advantage in each dealer’s local marketplace… Use the link provided to watch a 6 minute video clip of Ralph Paglia making the first official announcement about the AutoConnections Conference and Exposition during the Automotive Boot Camp is Las Vegas on May 17, 2012.  The AutoCon 2012 Conference will be held at the Mirage Hotel and Conference Center in Las Vegas from September 11 to 14, 2012.  Registration and more information is available online at http://AutoCon2012.com 

via Automotive Digital Marketing Professional Community.

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Social Media Content; Best Days and Times for Car Dealers to Post – Automotive Social Media Marketing

Social Media Content; Best Days and Times for Car Dealers to Post

Exploring how content propagates through social networks, and how the day and time of a post affect the attention received, the company finds that for Twitter, posting in the afternoon earlier in the week (1-3 PM Monday through Thursday)gives the best chance at achieving a high click count for car dealerships and automotive marketers. Similarly, on Facebook, links posted from 1-4 PM result in the highest average click throughs, with Wednesday at 3 PM proving to be the peak time of the week. By contrast, Friday evening, which is the slowest time on the other platforms, is the optimal time to for automotive marketing professionals to post on Tumblr, with posts after 7 PM on average receiving more clicks over 24 hours than content posted mid-day during the week.

Facebook Traffic Peaks Mid-Week

Looking at the traffic patterns by automotive consumers among the 3 biggest social networks, Bit.ly reveals that Facebook traffic peaks mid-week, from 1-3 PM. Traffic begins to increase around 9 AM, and fades after 4 PM. The peaks of Twitter activity by automotive consumers occur from 9 AM through 3 PM, Monday through Thursday. The post suggests that while posting on Twitter when there are many people (overall) clicking helps raise the average number of clicks, it does not guarantee the optimal amount of attention by automotive consumers, given the increased competition.


In contrast again to activity on Facebook and Twitter, Bit.ly traffic from Tumblr for automotive marketers and car dealerships peaks between 7 PM and 10 PM on Monday and Tuesday, with similar traffic on Sunday.

Majority of Google+ Activity Occurs During Work Hours

Meanwhile, according to a May 2012 study from Simply Measured, the vast majority of Google+ activity takes place during the work day, with car company brand posts and total automotive consumer engagement peaking at 9 AM.  It is noteworthy that 10 AM is also a significant hour for car company brand posts, while the evening hours and early morning hours see the least engagement from automotive consumers.


Looking at days of the week, the report finds that car company and OEM posts and total automotive consumer engagement peak on Wednesday, with Monday and Thursday following… Saturday and Sunday see the least amount of activity.

via Automotive Digital Marketing Professional Community.

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Is Your Ego Limiting The Success Of Your Dealership? Automotive Marketing Community

Is Your Ego Limiting The Success Of Your Dealership?

I had a distinct feeling of “Deja Vu” as I read Brian Pasch’s listing of dealer group responses to why they do not educate more people in their dealerships… Let me add one more relevant example – During the ADM Boot Camp Scholarship Video Contest i received a call from a dealer who planned on submitting an entry video, and he wanted to know how much he would need to “donate” in order to win.  I explained the rules of the contest and encouraged him to get as many of his 400 employees as possible to visit ADM, register and click “Promote” so their co-worker could win.  The dealer’s response was something along the lines of “I don’t mind my managers knowing about the ADM site, but I am afraid that if my sales people or other staff joined ADM they might learn enough to get higher paying jobs at other dealerships…”

via Automotive Digital Marketing Professional Community.

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