Over 50% of your customers are smartphone users. This makes mobile a topic worth the attention of every dealer.  Just about every expert will agree that all businesses must have a strong Mobile Marketing strategy.  Such a strategy involves making nominal changes to your marketing plan to include mobile as a method to reach out to new customers and keep in touch with existing ones.

There is a lot to take into consideration when discussing Mobile. By now your business should have a mobile site. The purpose of this article is not to discuss mobile websites. However, mobile websites and mobile apps have a different purpose.  It’s not one or the other.  It is imperative to have a mobile website that is similar in functionality and design to your standard website.  Having a similar message or theme is an important factor in your branding and marketing efforts. 

What about Apps?  Thousands of dealers either already an App that represents their business.  Many still wonder if it makes sense to have an App or does it really benefit the dealer. Whether you had your App from the very beginning, your Apps just hit the App Stores, or you are still considering having one built, the question is how can dealers use Apps effectively as part of their Mobile Marketing Strategy? Also, what constitutes success or failure when it comes to Mobile Apps?

Let’s discuss the potential of Apps and their impact on businesses today.  Mobile Apps provide a much different user experience than websites and there is a different consumer to dealer experience.  An experience that ultimately will enhance loyalty, increase brand awareness and create additional revenue.  To have an App representing your dealership that thousands chose to download speaks a lot about how you value your customers and how they value doing business with you.  With the right strategy apps can be used to attract, help sell and retain more customers. 

How can Apps attract customers?

People love and use Apps.  A potential buyer may see your App in the App stores, from a sign at your dealership, or on your website and download it.  Whether they are in the market for a vehicle today or in the future with the power of Push Notifications they can be notified of specials, promotions and events.  A well-designed App will have your Inventory beautifully laid out with easy to use call to action buttons that make it simple for a consumer to request more information, schedule a test drive or do more research prior to purchase.  It can be the deciding factor whether they do business with you or the next dealer. 

The iTunes App store as well as Google Play serves as a marketing platform for thousands of business owners.  People search for things of interest in the App stores.  People download Apps with companies that they do business with. If other industries such as manufacturers, banking, entertainment and retail are investing in this form of Mobile Marketing so should auto dealers. 

How can Apps help me sell to my customers?

A properly designed App displays Inventory in a way that attracts buyers. The speed of Apps allows for a better user experience to view pictures, videos, read specs and reviews.  A timely push notification mentioning a sale, recall info, or available equity may be just what is needed for a consumer to buy a car.  Existing customers can share messages with their friends and family making them virtual salespeople for your dealership.

How can Apps help me to retain more of my customers?

This is the most compelling reason why Apps should be included in your strategy.  Since 2008, the topic of customer retention has become vital to a business’s success.  For many dealers, focusing on this strategy has been the difference between going out of business and staying in business. 

Mobile Apps are one of today’s most effective ways to give more attention to your customers.  Apps can help improve communication and cater to the special needs of your customers.  You can easily communicate with everyone that downloaded your App. With close to a 100% read rate, you can send messages with text, images, attachments, video, and links.

What determines the success of a Mobile App?  Number of downloads?  Average length of time a user spends in the App?  Customer feedback?  Functionality and ease of use of the App?  Is it the “stickiness affect”, utilities that invite your customers to refer to the App again and again?  Number of service appointments scheduled through the App?  Or integrations with existing systems that gives more useful and practical user data?  A combination of some or all of these questions may be the answer.  As with everything else, you get what you pay for and what you put into it.  You will not get the most effective use of this marketing potential with a stagnant, poorly designed App. The build yourself approach does not always work and can hurt your business.

Apps are a dynamic and interactive marketing and retention tool.  Apple and Google are constantly changing how this technology is being used and adopted with new software, new smartphone devices and new functionality.  A Mobile App company must be ready for change, adaptable, and in tuned to the industry.  They should always be working on new features that improve the functionality of the App.  To truly take advantage of the power of Apps, dealers must carefully choose their Mobile App Solutions partner.  It is not easy getting your customers to re-download an App if you switch providers.  So be aware of the following: Does the business specialize in apps or is it just another add-on product they provide?  Do they understand the automotive industry?  Do they have an effective way to review and communicate stats? Does the functionality and design of the App represent the dealer well?  Are there any integrations that make it easier for the dealer and customer to interact?

What should be included in my Mobile Marketing Strategy?  Dealers spend tens of thousands of dollars every month on Marketing and Advertising.  The goal is brand awareness, sell and service more vehicles and retain more customers.  An App can help with all of the above, so include it in your strategy! And you don’t have to change your Marketing Company to do this. Your Mobile App Partner and Marketing company can work together to promote the App. Get your staff involved as well for App awareness. 

If a dealer is willing to invest some time into the adoption of mobile into their processes they WILL reap the benefits.  This technology is only at its early phases.  There have been some significant improvements in design and functionality and still more to come.  Now is the time to join dealers such as Paragon Honda, Prestige Auto, Rick Case Honda, All American Ford or Ray Catena Lexus that use Apps to help attract, sell and retain more customers. 

Ed Louis is the CEO and co-founder of DealerApp Vantage. He can be
contacted at 877 531 2777, or by e-mail at elouis@dealerappvantage.com