Mobile device sales exceeded laptop sales for the first time in 2012, and it’s estimated that mobile internet will overtake fixed PC Internet by 2014. If you own a mobile device this probably isn’t a big surprise, since the first thing the vast majority of us do in the morning is reach for our smartphones. In fact, of the world’s 4 billion mobile phones in use, 1.08 billion are smartphones and a whopping 3.05 billion are SMS enabled, yet most marketers are still designing e-marketing campaigns only for PCs and laptops.
Automotive brands and dealers need to be where their customers are, and increasingly that’s on mobile devices. Automotive marketers need to adapt by implementing websites and emails built using Responsive Design techniques, which adjusts content automatically to be viewed correctly on different sized screens, even on the smallest of smartphone screens.
Also consider chat—while many dealers seem to think chat is on a downward trend, we disagree. Anyone who’s taking the initiative to chat with a dealer is a hot lead. The difference today is that customers are more likely to be chatting from a mobile device. People are increasingly using smartphones to access their email and the internet on the go almost as much if not more so than the amount they use their laptops or desktop computers.
If consumers are focusing more and more of their shopping experience on their cell phones, then retailers need to focus more there too.
“Smartphones cannot replace the test drive,” said Professor Willi Diez in a recent interview with automotiveIT. The internet cannot replace the test drive, either, because nothing virtual—at least not yet—can replace the experience of actually being behind the wheel of a vehicle. But devices like a smartphone can add incentive for a test drive if the consumer experience with a dealership online is worthwhile. That initial content is vital for getting to the test drive at all, whether from mobile email campaigns or the availability to chat from the consumer’s smartphone.
Outsell provides the tools you need in this brave new world: email and SMS templates, chat tools that operate on mobile devices, and services for optimizing content for mobile. These tools and services are designed to make the process easy even for junior-level sales and marketing staff—we’ve taken the complexity out of the process so you don’t need a Ph.D. in digital marketing to succeed in a mobile world.