Defining and Attracting Your Mobile Consumer

More people in the world own smartphones than toothbrushes, so if your dealership isn’t already taking notice of the impact mobile marketing has on today’s shoppers, it’s time to sharpen the focus and zero in on how technology and convenience are changing the way consumers are shopping.  Businesses across the globe know that adapting and changing along with consumers is key when it comes to being successful, and everyone knows that today’s market is fast-moving and continually changing.  In order to compete and grab the attention of potential customers, you’ll need to reach them where they are shopping and researching—and the statistics tell us shoppers are increasingly using their mobile devices to help them with both purchases and pre-purchase research.

Why Go Mobile?

Before we get into the details of how to define your mobile audience, let’s take a quick look at the reasons mobile marketing makes sense for a busy dealership.  By going mobile to reach consumers, you’ll be able to target a specific audience with more accuracy, allowing you to deliver a more personalized message to various groups.  Not only will you be able to target specific consumer groups via mobile marketing, you’ll also have the opportunity to reach out and develop two-way communication, encouraging shoppers to interact with you via your marketing campaigns.  Mobile users tend to carry their devices with them most of the time, allowing more opportunity for your marketing to reach them in real-time.  For these very reasons—and simply because today’s consumers feel at home and comfortable with mobile communication, shopping, and research—your dealership will benefit from implementing a mobile marketing plan.

The importance of mobile has never been clearer than it is right now.  In fact, during the past holiday season, Target reportedthat 60% of its traffic for the months of November and December came from mobile devices.  This past year also showed Black Friday purchases via mobile coming in at double what they were the previous year for the retailer, and mobile doesn’t appear to be slowing down anytime soon.  

Defining Your Mobile Market

The first thing you’ll need to know—and really remember—is that your market is constantly evolving, so just as soon as you think you’ve got it all figured out, it will change.  Instead of being discouraging, this merely serves as a reminder to constantly be aware of our audiences and remember to pay attention to consumer needs and preferences.  When things change, we must change with them so we’re not left behind; so as you work to define your market and your mobile plan, just remember you’ll likely repeat the process as your market continues to change.  This constant forward momentum will keep your dealership at the top of its game.

So how do you define your mobile market and maximize your strategy for success?  How do you know who your audience is and whether or not they even hear what you’re saying?  

Defining Your Market

When you begin by defining your market, you’ll find it’s easier and more efficient to get relevant messages out to your audience.  Demographics are a great place to start.  You’ll want to know specifics about consumer characteristics in your market, especially things like income level, median age, occupation, education level, and whether there are specific ethnic groups your products or services could benefit.  By getting to know your potential customers, you’ll start to get a feel for what they might be shopping for, what types of vehicles they might enjoy, and even what budgetary considerations might exist when it comes to car shopping.

Demographics alone won’t tell you everything you need to know, however.  There is more work to do when it comes to getting to know your consumers, and this part is where you’ll really need to buckle in for some serious homework.  Instead of looking at hard numbers and facts, you’ll need to delve into the things that really motivate the shoppers in your area.  In addition to things like income and budget, you also need to look at some of the less tangible—yet just as important—things.  Known aspsychographics, these are the things that answer the why, when, and how behind consumers choosing specific products.  What music do they like to listen to?  What services and special offers will best help them in their day-to-day lives?  Why do they prefer certain brands?  What makes them consider new products?  Their values, likes and dislikes, lifestyles, and myriad other details all play into helping consumers make product decisions—and by finding the answers to these questions, you’ll be guiding your dealership toward success as you better connect with your audience.

Once you’ve identified your audience, you’ll want to develop a targeted mobile plan that inspires consumers and lets them know you’re the dealership for them.  By outlining a clear path toward gaining shopper trust and growth in your target market, your dealership will be well on its way to reaching the goals you’ve set.  To get you started, we’re unveiling 6 tips to help you clean up your mobile campaign and reach consumers on a whole new level:

1. Check your compatibility.  The key to mobile is ensuring the content you put out there is compatible with a range of devices.  Consumers use a variety of mobile devices, and no one wants to deal with cumbersome content that doesn’t work seamlessly with the technology at hand.
2. Keep it local.  The great thing about your dealership is that you ARE local, so be sure to reach out to shoppers in the vicinity closest to you.  Leverage the trust you have built in consumers by being the home-town brand, and position your dealership as the neighborhood expert.  Consider providing coupons or specials to get neighbors to stop by with their automotive needs.
3. Get to the point.  Shoppers who are using mobile crave efficiency and information, so you’ll need to plan your marketing content accordingly.  Remember to give them the most important information first and get their attention quickly with headlines of interest and relevant content.
4. Think about your keywords.  In a mobile setting, consumers are often searching with a geographic location in mind, so be sure to include your local area in the keywords.  In fact, clickthrough rate increases by 200% when mobile ads and search results contain location data.
5. Consider a call-to-action.  Consumers are more likely to act when you let them know what you’d like them to do.  Be clear with your CTA and make it easily readable on mobile sites.
6. Be easy to contact.  Include your contact information in an easy-to-locate spot on your mobile site and consider a click-to-call button.  Consumers are continuously more mobile-friendly, and as they gather information on the go, they’ll want to be able to immediately call you when they’re ready to make a purchase or schedule an appointment.

Your consumers are on the move with mobile—and they’re waiting for content from you!  Be sure to present a mobile marketing plan that packs a punch by taking the necessary time to get to know your audience.  Your marketing message will be more powerful and will resonate when you work to define your market and present shoppers with exactly what they are looking for from a dealership.  The tremendous opportunity that exists in the mobile arena today makes it well worth the time and effort it takes to develop a quality strategy that creates brand awareness within your market.  So get out there and get mobile!