Going Mobile: Messaging Can Take Sales to Another Level

As more and more consumers use smart phones and iPods® for both business and personal use, technology – yet again – has offered both automotive direct and customer retention marketing managers yet another avenue to reach consumers:  mobile marketing.

At the recent 9th Digital Dealers Conference in Las Vegas, Nevada last month, one of the hottest topics was how can automotive dealerships effectively utilize mobile marketing in their strategic initiatives.Missy Jensen - DMEautomotive

So what can dealers do to get more engagement and land an even healthier ROI with a mobile marketing campaign? Here are some ideas to consider when putting together a mobile strategy.

  • Make It Easy to Do Business. By instituting an opt-in mobile campaign for your Service department, you can make it easier for your targeted consumers to confirm or change their set appointments.  Many text and email communication programs send customers to your website and offer a log-in page.  In fact, a presentation given at the conference noted that those who have utilized phone or email appointment reminders have shown a 21 percent show rate than not doing anything at all.  Targeted direct marketing, on the other hand, has a show rate of an astounding 85 percent!   This arrangement offers not only traffic to your site but also effectively tracks how successful your marketing efforts have paid off.
  • Keep it Real. Have you ever walked into a computer store or an airport and notice those big, bright plasmas/LCDs listing customer queues and times of their appointments?   By employing digital signage as part of your customer service department’s mobile strategy, it makes the customer experience that much more personal.  It gives your customer all the relevant information and ensures that your dealership staff will see them for their appointment.  Besides, everyone likes to see their name up in lights, right?
  • Drive The Social Media Bus. When engaging with a customer via social media, you’re viewing your target as a person rather than a transaction.  Social media is a relationship-based customer retention-marketing vehicle that – while collaborative in nature – puts the customer in control.  When people are deciding on where to take their vehicles for service or repair, they often imitate the behavior of others.  Additionally, a social media strategy can also serve as a great reputation management-marketing plan.

Due in large part to the advancement of mobile technologies, automotive direct marketers and customer-retention marketers alike should begin to fully embrace mobile marketing as an effective strategy.  By incorporating some of the suggested methods and strategies in your campaigns, your dealership’s return on investment and retention should begin to creep upward.

Go mobile – or get left behind.

~ Missy Jensen, Social Media Manager at DMEautomotive

Missy designs, deploys and maintains the social media initiatives for DMEautomotive in an effort to increase brand awareness, distribute company and industry news, provide updates on products and services and promote consumer engagement. Missy enjoys the process of learning; researching and watching projects come to fruition!

Prior to her transformation into a web specialist and work with DMEautomotive, she has 10 years of experience in the marketing and communications industry. Missy served as the Director, Handicapping & Communications for a regional golf association and helped successfully launch and maintain a cutting edge technology-based ticket resale program on behalf of the St. Louis Cardinals.

Missy attended St. Lawrence University where she graduated Magna Cum Laude with a BS in Psychology. She also holds a Master’s Degree from Miami University in Oxford, OH. She can be reached at missy.jensen@dmeautomotive.com and check her out on LinkedIn.

Leave a Reply

You must be logged in to post a comment.