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Mobile Marketing for Automotive


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Mobile Marketing for Automotive

  1. 1. FIRST SCREENIn 1929, we were introduced to the “First Screen” Still today, Television advertising is a tremendously effective way to market
  2. 2. Second Screen •In 1992 the world was introduced to the “browser”featuring 26 live web pages. •Second Screen was born. •This has been the fastest growing and in most cases,most cost effective form of marketing for businesses ...until now ...
  3. 3. Third Screen2008 saw the evolution of the “Third Screen”Immediately, 87% of American homes had at least one mobile web capable device in them including: oMobile phones, iPads, iPods, Nintendo DS, Mini Notebooks, etc
  4. 4. With a new screenbrings new ways to market
  5. 5. Always on, alwaysavailableMobile provides a means for brands to engage their consumers!Which not only builds brand equity but also refreshes their relationship with their customers.
  6. 6. Mobile Marketing Techniques •Mobile Search •Location Based Services •SMS Text Message •QR/2D BarcodesMarketing •3D/Augmented Reality •Mobile Applications •Mobile Video •Mobile Gaming •Mobile Web Sites •Bluetooth Proximity andWifi
  7. 7. Mobile Marketing is for your 20 percenters(the 20% of your customers that spend 80% of the money) Mobile is an OPT IN ONLY channel Subscriber based opt in database marketing Best practices provided by mobile marketing association
  8. 8. SMS is the workhorse ofmobile marketing
  9. 9. Text MessageMarketing Methods •URL/Link Delivery •Text to Vote •Application Download •Text to Win •Mobile Coupons •Text to Screen •Mobile Donation •Mobile Alerts •Mobile Business Cards •Reminders
  10. 10. QR CodesEvery business has the ability to use a QR Code in some fashion QR Codes can send customer to: •Mobile landing page •Video •Your social media sites •Map to your business •Exclusive coupons, discounts, or giveaways •Customer feedback form or email
  11. 11. Is your business mobile friendly? •Can your consumers connect with you anytime anywhere? •By 2013, more people will access the internet via a mobiledevice than through a PC (Forrester Research) •Today 1 in 7 Google searches originate from a mobiledevice oGoogle estimates 1 in 4 searches will originate from a mobile device in 2012 •43% of Americans own a smart phone o(82.5 million users)
  12. 12. Currently Less than 10% of web sites are mobile friendlyIf you have a Web site, you’re already in the mobile world — and the chancesare you’re making a terrible impression on your audience. Traditional web sites have WAY TOO MUCH content! Smart Phones have different browsers and screen sizesMobile users need quick answers and bite-sized content in easy-to-digest formats (e.g. video/audio vs. text)
  13. 13. First Develop a Mobile Strategy •What do your customers or potential customers need from you when mobile? •B2B Mobile differs from B2C Mobile because it is driven by efficiency rather than entertainment •You must strive to make their work related activities BETTER, FASTER & EASIER.
  14. 14. Decision timeOnce you have created a plan to take your web site mobile, you must decide: To create a simple mobile version of your site in HTML ORGet more advanced and create a mobile web app using advanced languages like HTML5 or JQuery
  15. 15. Either way, you MUST include browser detection and redirect as part of your mobile web strategy.That means that when a user visits your MAIN WEB SITE with a mobile device, they will automatically be redirected to a mobile friendly web experience.
  16. 16. Automotive•Listing and Carfax Info•Immediate Lead generation•Click to call•Mobile Virtual Tours•Maps/Directions•Mobile Business Cards•QR Codes•Mobile Apps w/ inventory data
  17. 17. Case Study •General Motors Co.’s Chevrolet is running targeted mobile banner ads to drive consumers to dealerships •Chevy is running the mobile ads within Pandora •The ads help consumers pick their ideal car from a lineup of Chevy’s models
  18. 18. Case Study How it works •Consumers can enter their zip codes to find nearby deals •Consumers can browse product information and access exclusive offers. •To find a Chevy dealership, users can either use the device’s GPS-enabled technology or enter their ZIP code. •Additionally, users can view specific offers on models based on their location. •Consumers also have access to additional Chevy content, including super bowl advertisements, a page directed to Chevy’s mobile apps, and locate a vehicle.
  19. 19. Case Study "I see a larger play in mobile for the automotive industry overall happening more in 2012; we have observed over this past year that the large car companies are really tagging mobile as an afterthought to their overall Print, TV, Radio, and PC campaigns, they will realize I believe as we run through the next holiday season that the mobile is as much a stand-alone vertical as is Print, TV, Radio and PC," Ms. Troutman, CEO of Siteminis, Atlanta said.
  20. 20. Auto Dealerships •QR codes and short codes can be used on each individualcar oThis quickly provides all of the vehicles information to the customers phone without needing a salesman on the lot •Short codes can also be used so the consumers can viewthe dealerships inventory •Opt-in text service can help a dealership build a databasethey can send promotions and advertisements to •They can also issue updates, maintenance remindersand inform customers about promotions and financingdeals
  21. 21. Case Study •Added a mobile component to its television ads, resulting in 2,000 consumers opting-in to receive coupons for a free oil change in just 16 days •Consumer replied with their zip code so they could be provided with the closest dealership •once consumers selected which dealer they wished to get their free oil change from, that dealer was alerted via text message and had the option of following up with the participant •The promotion was supposed to run for a month but ended after just 16 days because of the volume of participants
  22. 22. Case Study Campaign: Oil change mobile reminders and coupons via short code Objectives: To study and measure the effectiveness of SMS oil change reminders and coupons compared to direct mail pieces and email reminders and coupons. Strategy: Provide a turnkey communication program that allowed Mobil1 Lube Express to lower its marketing costs by migrating away from expensive direct mail pieces. Additionally, the strategy was also to prove SMS increases revenue and achieves higher ROI than traditional direct mail or email
  23. 23. Case Study Tactics •Using customers’ license plate number, Mobil1 was able to identify customers and the communication channel they preferred – either text, email or direct mail •Once identified, Mobil1 scheduled an SMS, email or mailed postcard reminders be sent to the customer with a coupon for a discounted oil change
  24. 24. Case Study Results: •32% of customers who came in for service opted-in to receive future oil change reminders by text message (2,187 customers opted-in out of possible 6,849 customers) •An additional 558 customers preferred to opt-in to receive OILCHG email reminders •Text messaging response rates outperformed mailed reminders by 15 percent and email reminder response rates by 8 percent •Thirty-five percent of customers who received text message reminders returned for service within 45 days •Mobil1 Lube Express experienced a 2.9 percent (1.1 car/day) car count increase for the period studied and a 4.9 percent increase in year-over-year net revenue
  25. 25. Case Study •Based on these results, for every $1 spent on direct mail marketing, the net ROI is $24, or 24:1 •The ROI for email marketing returned $308 for every $1 spent, or 308:1. The cost to generate each returned customer (cost per customer) is $0.24 (24 cents) •The ROI for text message marketing returned $344 for every $1 spent, or 344:1. The cost to generate each returned customer (cost per customer) is $0.20 (20 cents)
  26. 26. The future of marketing is here today! Is your business mobile ready?