A record number of Americans own smartphones today, and they’re using them to connect with car dealerships. With a better approach to mobile marketing, your dealership can get ahead of the competition.
According to Pew Research, 77 percent of Americans own a smartphone, which is a staggering statistic considering that in 2011, only 35 percent of Americans owned one. Instead of using Internet browsers, most users utilize apps to connect to the Internet. However, this doesn’t mean that auto dealers shouldn’t optimize their sites for mobile, but if you haven’t yet built a mobile app for your business, now is the time.
IHS Automotive carried out a study and found that 88 percent of car buyers use the Internet to learn about the vehicles they intend to purchase. This isn’t new news to auto dealers, but what you might not have heard is that when these users utilize a branded app for car shopping, they’re nearly 75 percent more likely to purchase a car from that dealership.
If you haven’t developed a mobile app for your dealership yet, there are a number of elements that successful developers include in their apps: tools to compare various vehicles; details regarding price; tools to browse various listings; photos; information about the dealership; and options for payment.
When you’ve developed your app correctly, you’ll see a boost in long-term loyalty to your brand. Establishing loyalty is a high priority for many dealers because it means they don’t have to do much work to see return business. Drumming up new business is difficult and expensive.
Just remember, your app needs to focus on a mobile marketing platform that makes the car buying process easy for consumers. An overwhelming majority of consumers already say they’re not satisfied by the process, which means dealers have a lot of work ahead of them, and a mobile marketing app could be just the thing that converts these negatives into positives.
In many ways, the mobile marketing app is a way to deliver on customer-centric goals that everyone talks about today. Customers expect to be able to use the Internet for practically everything, and when your app is modeled around giving them all the information they need to make a more informed decision, you’re definitely hitting that goal.
With a multi-pronged approach to outreach, building and distributing valuable content, auto dealers are creating an excellent environment to inform consumers about what’s out there. The side effect is that they are generating better leads and selling more cars.
What are you doing to improve your mobile marketing experience?