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Navigating Mobile Marketing: Automotive Retailers Guide to Winning Mobile Shoppers

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Navigating Mobile Marketing February 11, 2014
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Page 1: Navigating Mobile Marketing: Automotive Retailers Guide to Winning Mobile Shoppers

Navigating Mobile Marketing February 11, 2014

Page 2: Navigating Mobile Marketing: Automotive Retailers Guide to Winning Mobile Shoppers

Alex Vetter Senior Vice President at

Cars.com

Jack Simmons Dealer Training Manager at

Cars.com

Page 3: Navigating Mobile Marketing: Automotive Retailers Guide to Winning Mobile Shoppers

3

What you will learn

• How shoppers use mobile devices throughout their research

• How to take a mobile first approach to marketing and showroom experience

• Overcome showrooming and turn mobile shoppers into sales

Page 4: Navigating Mobile Marketing: Automotive Retailers Guide to Winning Mobile Shoppers

4

Mobile is gaining speed

• Those accessing the internet from smartphones more than doubled over the last four years from 25% to 60%1

• More than half of the digital population use multiple devices to access the web2

• 79% of mobile device users have shopped on their smartphones or tablets3

Source: 1. Pew Internet & American Life Project. Sept, 16th 2013 2. Maeve Duggan & Aaron Smith. Cell Internet Use 2013 3. Nielsen. How U.S. Smartphone and Tablet Owners Use Their Devices for Shopping, 2012

Page 5: Navigating Mobile Marketing: Automotive Retailers Guide to Winning Mobile Shoppers

Poll Question: Do you use your mobile device as

a shopping companion?

Page 6: Navigating Mobile Marketing: Automotive Retailers Guide to Winning Mobile Shoppers

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Mobile use in automotive shopping process is on the rise

*Who intended to purchase or lease within 2 years Source: J.D. Power, 2012 and 2013 Automotive Mobile Site StudySM

41%

71%

2012 2013

U.S. Vehicle Shoppers Who Have Visited and Automotive Website or App via Smartphone*

73%

Page 7: Navigating Mobile Marketing: Automotive Retailers Guide to Winning Mobile Shoppers

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Cars.com site data supports this trend

NEARLY HALF OF THE TRAFFIC TO CARS.COM NOW COMES FROM MOBILE DEVICES

MOBILE VIEWS OF VEHICLE PAGES ON CARS.COM HAVE INCREASED 74% YEAR-OVER-YEAR

Page 8: Navigating Mobile Marketing: Automotive Retailers Guide to Winning Mobile Shoppers

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Cars.com site data supports this trend

SMARTPHONE TRAFFIC BY CARS.COM DEVICE

Smartphone

33%

Desktop/

Laptop

56%

Tablet to

Cars.com

10%

iPad App

1%

Page 9: Navigating Mobile Marketing: Automotive Retailers Guide to Winning Mobile Shoppers

Poll Question: Have you experienced

increased mobile traffic?

Page 10: Navigating Mobile Marketing: Automotive Retailers Guide to Winning Mobile Shoppers
Page 11: Navigating Mobile Marketing: Automotive Retailers Guide to Winning Mobile Shoppers

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8 IN 10 PANELISTS USED THEIR SMARTPHONES IN THEIR CAR SHOPPING PROCESS

1 IN 4 ONLY USED THEIR SMARTPHONE TO RESEARCH PRIOR TO VISITING A DEALERSHIP

Mobile shoppers are a crucial audience

1 IN 3 USED MUTLIPLE DEVICES TO RESEARCH PRIOR TO VISITING A DEALERSHIP

Source: Mobile Device Use at the Dealership Study, Placed, Inc., Jan 2014

Page 12: Navigating Mobile Marketing: Automotive Retailers Guide to Winning Mobile Shoppers

12

Devices used to research prior to dealer visit

59%

48%

19%

Source: Mobile Device Use at the Dealership Study, Placed, Inc., Jan 2014

Page 13: Navigating Mobile Marketing: Automotive Retailers Guide to Winning Mobile Shoppers

13

Mobile devices give rise to showrooming at the dealership

SHOWROOMING [shoh-room-ing] verb Showrooming is the practice of examining merchandise in a retail store without purchasing it, then shopping online for a better deal for the same item.

Page 14: Navigating Mobile Marketing: Automotive Retailers Guide to Winning Mobile Shoppers

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Mobile devices give rise to showrooming at the dealership

OF AUTO SHOPPERS RESEARCHED ONLINE WHILE AT THE DEALERSHIP 63%

MORE THAN HALF OF SHOPPERS WHO USED THEIR SMARTPHONE TO RESEARCH ON A DEALER LOT

VISITED ADDITIONAL DEALERSHIPS AS A RESULT OF INFORMATION FOUND ON THEIR DEVICE

Source: Mobile Device Use at the Dealership Study, Placed, Inc., Jan 2014

Page 15: Navigating Mobile Marketing: Automotive Retailers Guide to Winning Mobile Shoppers

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On-the-lot mobile shoppers are still open to influence

36%

62%

No Mobile Research At Dealer Used Mobile On-The-Lot

Visited Additional Dealerships Within a Day Percent of Respondents

72%

Source: Mobile Device Use at the Dealership Study, Placed, Inc., Jan 2014

Page 16: Navigating Mobile Marketing: Automotive Retailers Guide to Winning Mobile Shoppers

16

56%

28%

25%

19%

13%

3rd Party Site*

OEM app or website

Dealership app or website

Search Engine

Consumer review app orwebsite

Website/App Used While at Dealership Shoppers Researching While On The Lot

*3rd party sites include: AutoTrader.com, Cars.com, Edmunds.com, KBB.com

While on-the-lot shoppers relied upon third party sites most often

Source: Mobile Device Use at the Dealership Study, Placed, Inc., Jan 2014

Page 17: Navigating Mobile Marketing: Automotive Retailers Guide to Winning Mobile Shoppers

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Information related to price, inventory and reviews were most researched

Source: Mobile Device Use at the Dealership Study, Placed, Inc., Jan 2014

Page 18: Navigating Mobile Marketing: Automotive Retailers Guide to Winning Mobile Shoppers

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Price, inventory and advertising were top drivers of additional visits

57%

42%

33%

24%

22%

14%

Better price

Found vehicle at other dealership(s)

Advertisement for nearby dealership

Better reviews about other dealer or vehicle

Found nearby dealership on map

Compared specs of vehicles

Information Found on Mobile Device That Persuaded Shoppers to Visit Additional Dealer(s) Percent of Mobile Users at Dealership

That Visited Multiple Dealers

Source: Mobile Device Use at the Dealership Study, Placed, Inc., Jan 2014

Page 19: Navigating Mobile Marketing: Automotive Retailers Guide to Winning Mobile Shoppers

CONSUMERS ARE GOING MOBILE without a mobile first marketing plan you lose opportunities to reach and influence

today’s savvy mobile shoppers

Page 20: Navigating Mobile Marketing: Automotive Retailers Guide to Winning Mobile Shoppers

20

Take your marketing mobile

Don’t wait to invest in mobile marketing or you’ll lose your first-mover advantage. The time is now to reach mobile shoppers.

Make sure paid inventory listings are optimized for mobile

Look for opportunities to reach shoppers across screens – desktop, tablet and smartphone

Take your website mobile and be sure all ads click-through to a mobile ready landing page or you’re wasting your dollars

Have a presence on sites that reach shoppers at critical points of consideration on the lot

Page 21: Navigating Mobile Marketing: Automotive Retailers Guide to Winning Mobile Shoppers
Page 22: Navigating Mobile Marketing: Automotive Retailers Guide to Winning Mobile Shoppers

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Give your showroom a mobile tune-up

A mobile optimized showroom allows you to provide better service and separate yourself from the competition.

Give shoppers a consistent experience by aligning your in-store pitch and offers with digital information they are finding on their phones

Teach your sales staff about mobile shopping behavior

Provide free Wi-Fi in the showroom and on your lot

Use tablets to engage shoppers in the sales process and help them compare options

Page 23: Navigating Mobile Marketing: Automotive Retailers Guide to Winning Mobile Shoppers
Page 24: Navigating Mobile Marketing: Automotive Retailers Guide to Winning Mobile Shoppers

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Standout with mobile shoppers

Know what content catches the eye of mobile shoppers to increase consideration and conversion.

Use special offers to communicate incentives and deals that can lure savvy mobile shoppers to your lot

Get your reputation up to speed – mobile shoppers seek reviews and quality can set you apart

Prominently promote important information such as address phone numbers and hours of service as sometimes shoppers are just searching for your store

Page 25: Navigating Mobile Marketing: Automotive Retailers Guide to Winning Mobile Shoppers

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Be sure to test all mobile sites regularly with different cell phone models and carriers to be sure that all

visitors have full functionality. – Muhammad, Ohio

Everyone lives on their mobile devices now, so make sure

when you email your customers you format it so that it is easy

for them to read on their phone. – Tim, IL

Check your company website on mobile

devices to make sure your mobile customers

are seeing what you want them to see. -

Nichole, MI

Make sure your text is resized to be readable w/out pinch and zoom. The less pinching and

zooming, the more pleasurable to browse

through it. – Eric, Georgia

While customers are waiting for finance, service, etc. give them an iPad or mobile device to put in a review about their experience on

Cars.com! – Brandon, OH

Go mobile tips from you

Page 26: Navigating Mobile Marketing: Automotive Retailers Guide to Winning Mobile Shoppers

WHERE TO GET MORE INFORMATION:

Today’s Presentation: Automotive News Archive: www.autonews.com/carscomwebinar

Navigating Mobile Marketing Guide: http://dealeradvantage.cars.com

Page 27: Navigating Mobile Marketing: Automotive Retailers Guide to Winning Mobile Shoppers

Questions?


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