Navigating Mobile Marketing: Automotive Retailers Guide to Winning Mobile Shoppers

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In 2014, mobile usage will surpass desktop usage, and with this rapid smartphone adoption, consumers are relying on their devices to determine what and where to buy. Automotive purchases are no …

In 2014, mobile usage will surpass desktop usage, and with this rapid smartphone adoption, consumers are relying on their devices to determine what and where to buy. Automotive purchases are no different. In fact, at Cars.com, nearly half of all traffic now comes from smartphones and tablets.
This presentation includes findings on dealer shopper behavior and on-the-lot mobile usage from research conducted Cars.com with Placed, Inc. and tips for effectively marketing to mobile shoppers to reinforce your brand across platforms.
It covers:
• How shoppers are using mobile devices throughout their research, including on-the-lot, to decide what and where to buy
• How to take a mobile-first approach to your marketing and showroom experience
• How to overcome showrooming and turn mobile shoppers into sales

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  • 1. Navigating Mobile Marketing February 11, 2014
  • 2. Alex Vetter Senior Vice President at Cars.com Jack Simmons Dealer Training Manager at Cars.com
  • 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 3
  • 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 4
  • 5. Poll Question: Do you use your mobile device as a shopping companion?
  • 6. Mobile use in automotive shopping process is on the rise U.S. Vehicle Shoppers Who Have Visited and Automotive Website or App via Smartphone* 73% 71% 41% 2012 *Who intended to purchase or lease within 2 years Source: J.D. Power, 2012 and 2013 Automotive Mobile Site StudySM 2013 6
  • 7. 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 7
  • 8. Cars.com site data supports this trend SMARTPHONE TRAFFIC BY CARS.COM DEVICE iPad App 1% Tablet to Cars.com 10% Smartphone 33% Desktop/ Laptop 56% 8
  • 9. Poll Question: Have you experienced increased mobile traffic?
  • 10. Mobile shoppers are a crucial audience 8 IN 10 PANELISTS USED THEIR SMARTPHONES IN THEIR CAR SHOPPING PROCESS 1 IN 3 USED MUTLIPLE DEVICES TO RESEARCH PRIOR TO VISITING A DEALERSHIP 1 IN 4 ONLY USED THEIR SMARTPHONE TO RESEARCH PRIOR TO VISITING A DEALERSHIP Source: Mobile Device Use at the Dealership Study, Placed, Inc., Jan 2014 11
  • 11. Devices used to research prior to dealer visit 59% 48% 19% Source: Mobile Device Use at the Dealership Study, Placed, Inc., Jan 2014 12
  • 12. 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. 13
  • 13. Mobile devices give rise to showrooming at the dealership 63% OF AUTO SHOPPERS RESEARCHED ONLINE WHILE AT THE DEALERSHIP 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 14
  • 14. On-the-lot mobile shoppers are still open to influence Visited Additional Dealerships Within a Day Percent of Respondents 72% 62% 36% No Mobile Research At Dealer Source: Mobile Device Use at the Dealership Study, Placed, Inc., Jan 2014 Used Mobile On-The-Lot 15
  • 15. While on-the-lot shoppers relied upon third party sites most often Website/App Used While at Dealership Shoppers Researching While On The Lot 56% 3rd Party Site* 28% OEM app or website 25% Dealership app or website Search Engine Consumer review app or website 19% 13% *3rd party sites include: AutoTrader.com, Cars.com, Edmunds.com, KBB.com Source: Mobile Device Use at the Dealership Study, Placed, Inc., Jan 2014 16
  • 16. Information related to price, inventory and reviews were most researched Source: Mobile Device Use at the Dealership Study, Placed, Inc., Jan 2014 17
  • 17. Price, inventory and advertising were top drivers of additional visits Information Found on Mobile Device That Persuaded Shoppers to Visit Additional Dealer(s) Percent of Mobile Users at Dealership That Visited Multiple Dealers 57% Better price 42% Found vehicle at other dealership(s) 33% Advertisement for nearby dealership 24% Better reviews about other dealer or vehicle 22% Found nearby dealership on map Compared specs of vehicles 14% Source: Mobile Device Use at the Dealership Study, Placed, Inc., Jan 2014 18
  • 18. CONSUMERS ARE GOING MOBILE without a mobile first marketing plan you lose opportunities to reach and influence today’s savvy mobile shoppers
  • 19. 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 20
  • 20. 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 22
  • 21. 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 24
  • 22. Go mobile tips from you 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 Check your company website on mobile devices to make sure your mobile customers are seeing what you want them to see. Nichole, MI 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 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 25
  • 23. WHERE TO GET MORE INFORMATION: Today’s Presentation: Automotive News Archive: www.autonews.com/carscomwebinar Navigating Mobile Marketing Guide: http://dealeradvantage.cars.com
  • 24. Questions?