Dealers: Mobile Marketing Strategy Captures Shopper Spontaneity

By Tim McLain

A study from Google and Ipsos OTX Medi­aCT last year made sev­er­al bold pre­dic­tions for use in mobile mar­ket­ing strat­e­gy this year:

  • 1 bil­lion peo­ple will soon use mobile devices as their pri­ma­ry Inter­net access point
  • 1 mil­lion small busi­ness­es glob­al­ly will build a mobile web­site
  • Smart­phones will prove excep­tion­al at dri­ving new con­sumer behav­ior
  • Tablets take their place as the 4th screen of most con­sumers
  • “Mobile dri­ven adver­tis­ing spend” will emerge as a big cat­e­go­ry
  • The ROI on mobile cam­paigns will increase as a result of unmatched rel­e­vance of cus­tomer prox­im­i­ty to retail­ers in tar­get mar­kets
  • The inter­sec­tion of search, dis­play, mobile and social will spark dra­mat­ic new forms of engag­ing con­sumers

New research from Google high­lights: Near­ly 70 per­cent of sur­veyed con­sumers start­ed shop­ping research on a smart­phone, 61 per­cent start­ed on a per­son­al com­put­er (PC), and 4 per­cent start­ed on a tablet.

The oppor­tu­ni­ty for deal­ers is clear: We’re liv­ing in a mul­ti-screen world. No mat­ter which device your cus­tomers reach for, mobile research activ­i­ty “clos­es the loop” on all of your mar­ket­ing efforts.

Are you ready to be a first mover in the mobile mar­ket­ing rev­o­lu­tion, or are you poised to be road kill on the infor­ma­tion super­high­way? Your first step in answer­ing this ques­tion is to do a lit­tle research and plan your strat­e­gy accord­ing­ly.

Why should I focus on mobile mar­ket­ing?

  • Accord­ing to ana­lyst firm BIA/Kelsey, there may soon be more local Inter­net search­es com­ing from mobile devices than per­son­al com­put­ers.
  • This trend can be attrib­uted to the rise in the total num­ber of smart­phone users, set to grow from 44% of U.S. sub­scribers (118 mil­lion in 2012) to 75% (225 mil­lion by 2016).
  • Plus, Google’s lat­est data shows that smart­phone search vol­umes are grow­ing faster than search on the PC – local search accounts for 20 per­cent of queries on PC’s; it’s 40 per­cent of all mobile queries. Talk about a sea change!
  • How do I adver­tise to mobile cus­tomers?

If you’re adver­tis­ing today with Google AdWords, the chances are good that some of your ads are show­ing up in mobile search­es. In fact, turn­ing on mobile device tar­get­ing can be eas­i­ly accom­plished inside your cam­paign set­tings. But you should not be run­ning the same search and dis­play ads, in the same way, and tar­get­ing both PC’s and mobile devices inside the same cam­paign.

A bet­ter mobile adver­tis­ing strat­e­gy is to seg­ment your cam­paign to specif­i­cal­ly tar­get “on the go” cus­tomers who are in the mar­ket to buy from you with­in hours of con­duct­ing a search. This means writ­ing and design­ing mobile-opti­mized search and dis­play ads with clear calls to action that con­tain a track­able phone num­ber, and more.

Your goal should be to have a high impres­sion share with mobile users in your tar­get mar­ket. You also should be effi­cient­ly dri­ving mobile cus­tomers to a mobile web­site at the best pos­si­ble cost per con­ver­sion.

Tim McLain is Senior Mar­ket­ing Man­ag­er at Net­sertive. Read the here.

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