DealerRefresh

Obstacles, Observations and Opinions of an Automotive Internet Sales & Marketing Manager

  • Blog
  • Forum
  • Sponsors
  • Home
  • About
    • Contact
  • Jobs
  • Newsletter
  • Archives
  • Advertise
  • Marketing
  • Lead Sources
  • Mobile
  • Social Media
  • Video
  • Reputation
  • Dealer Forums
  • Tech & Tools
  • News

December 30 by Ben Anderson -

2013 Mobile Year in Review

Research On Mobile Greatly Influences Purchases

“The average consumer is now hitting 24 research touch points on their automotive journey.” -Google

Research shows search is driving conversions and triggering consumer actions. These actions are driving the consumer experience.

More Research, More Sales: 2013 Holiday Shopping

2013 Mobile Review

The largest shopping weekend of the year revealed some eye-catching insights on the adoption of mobile in the consumer shopping process.

Smartphones browse, tablets buy; 11.7% OF ALL Cyber Monday sales came from tablets.

“The mobile device has become the shopping companion of choice for consumers, driving record mobile sales with 55 percent growth over last year.” -Jay Henderson, Strategy Director, IBM Smarter Commerce

Push Notifications Become Prominent

2013 Mobile Review

With the recently updated TPCA regulations effecting how text marketing and messaging is regulated, marketers and retailers are turning to push notifications to target mobile devices.

Push notifications produce similar results without violation of current regulation. Retailers sent an average of 77% more push notifications over the 5-day holiday period compared to averages in September and October. We are seeing push notification engagement (PNE) rates over 95.4% and growing.  This very simple and cost effective method is gaining traction and many expect more adoption in 2014.

Mobile Quality Time

2013 Mobile Review

The average person now invests more that 15 hours per week on mobile research alone with over 7.3 hours per week on the mobile web and 8 hours on mobile apps. – Google Think Insights

93% of people who used mobile to research in 2013 went on to make a purchase.

Multi-screening

203 Mobile Review

The average consumer uses 3 different screen combinations a day with 90% of them moving between devices to complete a task. The adaptation of tablets across the market has caused multi-screening to become mandatory. This new reality brings showrooming and webrooming into the shopping mix.

84% of smartphone shoppers use their device to help shop in-store.

2014 Mobile Insights and Predictions

Location Targeting

The amount of location-based data continues to drastically influence marketing. Consumer location is a metric of utmost importance to advertisers. Location Targeting allows the marketer to incentivize the shopper precisely at the moment of decision. The effectiveness of a marketing message delivered at the right time has tremendous value.

The shopping process will begin interacting with us in new ways. In-store triggers (iBeacon) will influence our shopping experiences and new methods to combat showrooming will evolve to keep customers interacting with business and brands.

The NOW Generation

Mobile has dictated immediacy as a necessity. Consumers can no longer be expected to take multiple steps to targeted action. Convenience is now the difference between an action and a non-action. In fact speed and convenience are the main drivers to mobile search. Mobile apps and their rise in popularity are a direct result of quicker, easier access to information on the go.

Future Tech

  • Expect more wearable technology to integrate with our lives and create more personalized experiences.
  • Large amounts of analytical data will learn our ways and customize our experience to match.
  • iOS in the Car and similar initiatives will continue to merge our smartphones and in-car technology.
  • Mobile will continue its rapid march towards becoming the main catalyst between customer and dealer.

Question:

How was your mobile presence in 2013? Effective, lackluster?

What will you change for 2014??

Extra Sources:

http://www.google.com/think/research-studies/mobile-path-to-purchase-5-key-findings.html
http://www.google.com/think/research-studies/digital-drives-auto-shopping.html
http://www-03.ibm.com/press/us/en/pressrelease/42661.wss

http://www.adtruth.com/sites/default/files/AdTruth_Mobile%20Meteoric%20Rise.pdf
http://think.storage.googleapis.com/docs/redefining-advertising_infographics.pdf
http://www.google.com/think/research-studies/the-new-multi-screen-world-study.html

Categories: Best Practices, Latest News & Trends

About the Author

Ben Anderson

Ben Anderson

Ben Anderson - AKA "hair model Ben" is the President of AutoMotion, a leader in mobile apps for dealers. Ben is a regular speaker on mobile for many industry events including GM eSummit tour, JD Power, and DSES. Not only is he a real expert in mobile, Ben has a genuine passion to innovate. Have a question about mobile? ask Ben!

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

Premium Sponsor

RSS Join the latest discussions in the DealerRefresh Forums

  • Best FCA Certified Digital SEM Vendor Near Me?
    Starting in May of this year, off-program paid search providers will no longer be PAP eligible under the FCA program. My question is - Who is the best FCA Certified vendor if we decide to switch and why? Why is it... Best FCA Certified Digital SEM Vendor Near Me?
  • Digital Retailing: I want...
    One of the (very) few things I learned as a product manager for an Agile software development tech company was how to write "stories." Product ideas start in the backlog with a simple story; the "simple" part was what caught my attention (by necessity ). I enjoyed thinking and starting the... Digital Retailing: I want...
  • FRIKINtech: Alex's new role and what it means for DealerRefresh
    View attachment 4063 I'm a two-timing SOB again. Unlike last time I don't have to worry about my DealerRefresh behavior like I did when working for a publicly traded company. This time, I'm the boss! FRIKINtech is the name of my company and it is was founded with some friends. Over... FRIKINtech: Alex's new role […]
  • SEM Strategy...In House or Agency
    If agency, who would you say are the Top 3. If In House, who handles it? Thanks for the feedback.
  • Content Marketing vs. PPC: Which One’s Better for Your Dealership?
    Dealerships have many options available to them as they seek to grow their online presence. In fact, they might almost have too many options; certainly, it can be difficult to determine which channels offer the best return on investment. Take, for example, the long-running debate over content... Content Marketing vs. PPC: Which One’s Better for […]
  • Digital Retailing - What are your results?
    *If there is a thread out there that is similar to this please send me the link* Not looking to get into a long draw out discussion about Digital Retailing (DR). I personally think it scares your customers away but that is just my stubborn self. All I really want to know is five things […]
  • It's Customer Valuation, not Attribution
    Marketing attribution has been a hot topic for several years now, especially with the increasing availability of technology and metrics that can show marketers almost every step in a customer’s journey. Greater and deeper visibility into these touchpoints has... It's Customer Valuation, not Attribution

Editors

  • Jeff Kershner

    Jeff Kershner

    I’m the founder of DealerRefresh. I got my start in the dealer business when I was 18. From there I've worked throughout several departments within fixed to variable ops. Whether it’s managing the desk, perfecting sales process or studying online marketing and media trends, I absolutely love this business and the challenges it brings. On top of keeping up with DealerRefresh, I consult with dealerships and key industry businesses. My passion has been and continues to be helping dealers leverage new media to sell and improve customer service.
  • Alex Snyder

    Alex Snyder

    2019 marks Alex's 30th year in the car business. In that time he has had a front-row seat for the rise of the Internet and has been working to bring the online and offline dealership experience closer. Whether you knew him from his life at Checkered Flag or his years with Dealer.com/DealerTrack/Cox Alex has remained an opinionated DealerRefresh contributor who enjoys nothing more than to poke at the unsaid truths in our industry. He also helped found FRIKINtech.

Our Sponsers

Contributors

  • Steve Stauning

    Steve Stauning

  • Joe Webb

    Joe Webb

  • Kevin Frye

    Kevin Frye

  • Eric Miltsch

    Eric Miltsch

  • Matt Murray

    Matt Murray

  • Ilana Zur

    Ilana Zur

  • Adam Robinson

    Adam Robinson

  • Joe Pistell

    Joe Pistell

  • Todd Smith

    Todd Smith

Copyright ©2019 · DealerRefresh - All Rights Reserved · Website by ForumCube

  • Blog
    • Advertise
    • Automotive Industry Job Board
    • Archives
    • Contact
    • About
  • Forum
  • Affiliates