In today’s busy digital climate, consumers are constantly on the go with their digital devices. Smartphones and other mobile devices have begun to dominate how consumers do business. Car dealerships should aim to get in on the digital game by tailoring their business to mobile users. Not doing so can mean missing out on some lucrative deals. Millennials, in particular, are becoming a driving force in the economy, and many industries are taking steps to market specifically to that segment of the population. The following are keys to developing a compelling mobile strategy.
Design a Website for Mobile Use
When gearing up to become more mobile, it is crucial to develop a website with a responsive mobile design. There are some significant components of this type of design, including a difference in text sizes, link spacing, and the speed in which media content is loaded. The overall usability of mobile sites must be very clear and easy to understand. Inventory should be easy to view, and information should be easy to input if the customer is in need of additional information. Taking these steps not only makes the site more mobile friendly, but it also helps it rank higher in search engine results pages. Car dealerships that rank the highest have the greatest probability of being viewed most often by automobile shoppers.
Utilize Mobile Advertising
Most car dealerships have a segment of their budget directed towards advertising. This includes the usual suspects such as television and radio advertising, along with print media advertising. It is also crucial to dedicate some of the budget to digital advertising. Digital advertising, which includes cost-per-click campaigns, can bring in traffic to the store. Effective campaigns can help increase sales productivity by showcasing the inventory through mobile social media use.
However, it is important to develop a CPC strategy that is targeted solely for mobile users. This approach can capture attention and direct mobile buyers to the dealership. Some strategies to consider implementing include geo-fencing, custom audience segments, and registered showroom visits.
For car dealerships that have never delved into the world of mobile marketing, it can be very confusing when getting started. For the best results, consider hiring a media marketing consultant to help implement the digital tools to bring the business into the 21st century. It can also be very beneficial to hire a full-time mobile marketing associate to manage this aspect of the company. Since mobile digital retailing is the way of the future, it is important to embrace the technology available with full force.
General managers of car dealerships should strongly consider adopting a mobile first strategy. By not leveraging the mobile aspects of the business, the dealership is not interacting with customers to the fullest extent. Taking the time to implement a mobile strategy can highlight the customer’s experience and build a stronger branding strategy.