Mobile AppsCreating long-term relationship channels with your customer How dealers are using mobile to capture, convert, a...
Mobile• Yes, mobile is here to stay  •   ABI Research: 7.9 billion app downloads  •   IDC: Smartphone market to grow 50% 2...
The Mobile Problem
The Mobile Problem• Increasing Mobile Traffic: Dealers  across the nation are reporting a substantial   rise in mobile devi...
The Mobile Problem• Increasing Mobile Traffic: •   One year ago: >1,2% of total traffic •   Today: 10-25% of total traffic• H...
When to go Mobile
When to go Mobile• Check the stats: Review your site’s  analytics.  •   Stats will dictate the level & aggressiveness  •  ...
Mobile Marketing
Mobile Marketing• Mobile Websites• QR Codes• Mobile Search• Mobile Apps
QR Codes
QR Codes• QR Codes •   A QR code simply     replaces a step for the     mobile user. Simply scan     the code using your  ...
QR Codes: Why?• Convenience •   Scan and Go• Multimedia •   Turn print into magic• Tracking •   Get real results
QR Codes: Where?•   Print/Online Advertising    •   Banner ads, mailers•   Digital Correspondence    •   Newsletters, inqu...
QR Codes: Creation  • Create QR Codes• Kaywa is a QR code generator forURLs, text, phone numbers, or SMS.• iCandy aids in ...
QR Codes: Destination• Mobile friendly •   Mobile formatted, quick loading• Next steps •   Bring value, additional info,  ...
QR Codes: Tracking• Tracking •   Use Bit.ly URL shortners in     conjunction with your QR     campaign. •   Know your resu...
Mobile Websites
Mobile Websites• Mobile Sites: Excellent source for quick  information. Hours, directions, inventory, etc    Loads quickly...
Mobile Websites
Mobile Apps
Mobile Apps• Apps: Create long-term the  relationship channels. Engage    customer from quick info to repeat    sales and ...
Mobile Apps: Relationship                                  I f           I f r                                        •cli...
Mobile Apps: PromotePr            App Op                                                    Pr             QR C     • Visi...
Mobile Apps: Track• Track• Tie app analytics with your DMS• Measure your results. Modify. Rinse and repeat.               ...
Mobile Marketing• Mobile Websites• QR Codes• Mobile Search• Mobile Apps
Tracking•   Tracking	  Mobile:	  Effectively	  measuring	      your	  individual	  mobile	  campaigns.    •   Mobile	  is	...
Mobile Marketing Experts•   “Start implementing a mobile strategy now.” Kevin Frye,    Wyler Automotive.•   “Use website m...
Questions - Discussion•   Questions/Discussion
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Mobile Apps:Creating Long-term Relationship Channels with your Customer

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Mobile Apps:Creating Long-term Relationship Channels with your Customer

  1. 1. Mobile AppsCreating long-term relationship channels with your customer How dealers are using mobile to capture, convert, and retain customers on the go. Ben  Anderson
  2. 2. Mobile• Yes, mobile is here to stay • ABI Research: 7.9 billion app downloads • IDC: Smartphone market to grow 50% 2011 • TapTu: Q4 2010: 440k + mobile websites • Apple/Google: 350k iOS / 250k Android apps
  3. 3. The Mobile Problem
  4. 4. The Mobile Problem• Increasing Mobile Traffic: Dealers across the nation are reporting a substantial rise in mobile device traffic• High Bounce Rates: Segmentedrates analytics shows almost double bounce for mobile devices
  5. 5. The Mobile Problem• Increasing Mobile Traffic: • One year ago: >1,2% of total traffic • Today: 10-25% of total traffic• High Bounce Rates: • X2 Desktop rates. • Some as high as 80%+
  6. 6. When to go Mobile
  7. 7. When to go Mobile• Check the stats: Review your site’s analytics. • Stats will dictate the level & aggressiveness • Experiment now
  8. 8. Mobile Marketing
  9. 9. Mobile Marketing• Mobile Websites• QR Codes• Mobile Search• Mobile Apps
  10. 10. QR Codes
  11. 11. QR Codes• QR Codes • A QR code simply replaces a step for the mobile user. Simply scan the code using your mobile device and be taken to a virtual destination.
  12. 12. QR Codes: Why?• Convenience • Scan and Go• Multimedia • Turn print into magic• Tracking • Get real results
  13. 13. QR Codes: Where?• Print/Online Advertising • Banner ads, mailers• Digital Correspondence • Newsletters, inquiries• Dealership • Lot window stickers, service lobby, brochures
  14. 14. QR Codes: Creation • Create QR Codes• Kaywa is a QR code generator forURLs, text, phone numbers, or SMS.• iCandy aids in tracking aroundgenerator codes and provides someanalytics.• Google’s take on QR codes mixes inURL shorteners and includes trackingservices
  15. 15. QR Codes: Destination• Mobile friendly • Mobile formatted, quick loading• Next steps • Bring value, additional info, continue the journey• Long-term Relationship • Potential to win long-term opt-in relationship channels
  16. 16. QR Codes: Tracking• Tracking • Use Bit.ly URL shortners in conjunction with your QR campaign. • Know your results. Measure your results. Rinse and repeat
  17. 17. Mobile Websites
  18. 18. Mobile Websites• Mobile Sites: Excellent source for quick information. Hours, directions, inventory, etc Loads quickly and is easy to navigate on any mobile device.•Quick, easy access to information on the go•Cross platform compatible, no download needed
  19. 19. Mobile Websites
  20. 20. Mobile Apps
  21. 21. Mobile Apps• Apps: Create long-term the relationship channels. Engage customer from quick info to repeat sales and service•Info: Call, Hours, directions•Sales: Research, inventory, incentives•Service: Scheduling, retention, I f S S rv specials
  22. 22. Mobile Apps: Relationship I f I f r •click to call •live chat •directions •hours S I v r &M r •new & used inventory •images •video •spins S rv N f &S •schedule service •push specials •notify clients
  23. 23. Mobile Apps: PromotePr App Op Pr QR C • Visit Website. Get App. • Scan Code. Get App. Automatically identify a Use QR codes on window mobile device user and stickers, brochures, and provide the option to marketing materials get the download the app. app to users fast. Pr S M • Be Social. Get App. Promote using social media: images, video, and links to get your app to your network fast.
  24. 24. Mobile Apps: Track• Track• Tie app analytics with your DMS• Measure your results. Modify. Rinse and repeat. I f S S rv
  25. 25. Mobile Marketing• Mobile Websites• QR Codes• Mobile Search• Mobile Apps
  26. 26. Tracking• Tracking  Mobile:  Effectively  measuring   your  individual  mobile  campaigns. • Mobile  is  tracking-­‐friendly.    Measure  your   results. • Experiment • Leverage  successes
  27. 27. Mobile Marketing Experts• “Start implementing a mobile strategy now.” Kevin Frye, Wyler Automotive.• “Use website metrics. Look at bounce rates. If they’re high, you’re losing potential customers.” Jeff Kershner, Dealer Refresh.• “Implement a mobile website, mobile app, or both to engage mobile visitors.” Bruce Pangborn, El Dorado Chevrolet• “Effectively promote your mobile app or mobile site. Include in all customer correspondence, video w/Facebook, QR codes in all marketing, and don’t just do it once – promote in waves.” Mike Maher, Weber Chevrolet• “Measure the results. Track and monitor. Use targeted incentives where ever possible in your mobile efforts.” Ben Anderson, AutoMotionTV
  28. 28. Questions - Discussion• Questions/Discussion

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