Posts Tagged Smartphone

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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Relevance Drives Car Buyer Attention to Mobile Advertising – Automotive Digital Marketing Professional Community

Relevance Drives Car Buyer Attention to Mobile Advertising

Subject Matter Relevance a Key Factor for Driving Increased Car Buyer Attention to Mobile Advertising

Roughly one-third of car buyers using smart phones and tablets say they would be more likely to pay attention to a car dealer’s ad on their device if the ad’s topic was relevant to their online activity, per results [download page] from a Prosper Mobile Insights survey released in July 2012.

 

Closely following is the proportion of automotive consumers saying that fewer ads overall (31.4%) would likely spur greater attention levels. Other factors that would make automotive consumers more likely to pay attention to ads on their devices include them looking funny (28.4%), looking informative (24.2%), and containing animations that catch their eye (23.9%).

 

4 in 10 Automotive Consumer Pay More Attention to Video Ads

Although just 11.5% of car buyers said video makes them more likely to pay attention to an ad, slightly more than 4 in 10 said that are more likely to pay attention to a video advertising from a dealership versus a standard display ad on their device. The most popular reasons given by automotive consumers for paying more attention to video ads are that they are more likely to grab their attention (51.3%), they are more enjoyable than standard ads (34.5%), and that many do not let them click away until at least part of the ad has been viewed (30.4%).

 

Display Ads and Sponsored Stories Most Regularly Noticed

Further data from the Prosper Mobile Insights survey indicates that 11.2% of automotive consumers who are smartphone and tablet owners regularly pay attention to sponsored stories or links on their device, while a further 32.6% at least occasionally do so. A significant proportion of automotive consumers also appear to frequently (8.2%) or occasionally (32.3%) pay attention to display ads (like the AutoCon 2012 ad shown to the right). Interestingly, 64% of respondents said they never notice video ads, slightly higher than the proportion who never notice ads playing before or during a video (60.7%), but less than the 71.3% who never notice pop-up ads.

 

According to survey results released in February 2012 by Google, 88% of automotive consumers who are smartphone internet users say they rarely notice ads through a variety of contact points on their device.

 

Other Findings:

  • Female automotive consumers who are smartphone and tablet owners are 9% more likely than their male counterparts to say they never notice pop-up ads on their devices (74.3% vs. 68.1%).
  • Female automotive consumers are more likely to pay attention to an ad if it is relevant (35.7% vs. 31.3%), looks funny (32.7% vs. 23.8%), or has animations that catch their eye (25.1% vs. 22.5%). Men are more likely to be pay attention to ads that contain video (13.1% vs. 9.9%).
  • When asked which web-based activities they perform using only their mobile device (instead of any other internet-capable device), 51.1% of respondents said they check email only on their mobile. A high proportion also said they search the internet (45.3%), access Facebook (42.3%), and instant message (34.4%) only on their mobile device. Overall, about 7 in 10 respondents indicated that they performed at least one of the identified activities only on their device.

via Automotive Digital Marketing Professional Community.

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