What Smartphones Are Telling You About Your Customers

The rate of smartphone adoption is coming faster than any other consumer technology in our history. According to Flurry Analytics, it’s coming ten times faster than the 80s PC Revolution, two times faster than the 90s Internet Boom and three times faster than the recent social network adoption.

The number of adult smartphone owners has increased from 35 percent to 45 percent since May 2011, according to the Pew Internet & American Life Project.

But Pew Internet reports that 66 percent of these owners are between 18 and 29 years of age.

So you’re wondering how to target this giant and still rapidly growing percentage of automotive customers?

Gravitytank Strategic Advisor and former CMO of Office Max, Bob Thacker, puts it perfectly, “It is really understanding that you must be present in a conversation when they want to have it, not when you want to.”

And the mobile app makes this conversation possible. Apps have become the most powerful platform ever for conducting commerce and managing customer relationships.

Total app downloads measure in the billions and the number of adult cell phone owners who’ve downloaded an app to their phone doubled in the past year, according to Pew Research Center’s Internet & American Life Project. According to Apple Inc., there are over 650,000 apps available in the App Store. The number of apps expected to be downloaded worldwide this year is 36 billion, and the average smartphone user worldwide is expected to download 37 apps, according to ABI Research.

The mobile app opens up not only the opportunity to finally deliver on the long sought vision of communicating the right message at the right time via the right channel, but that mobile apps enable dealers to capitalize on the long tail marketing strategy; keeping in constant use by your customer, creating the opportunity to learn more about your customers and sell them more products and services over a longer period of time.

Targeting this generation means giving them useful, clever tools and practical value in their everyday life that keeps them coming back to the app frequently. Because the true power of an app comes with repeat usage and once that “muscle memory” is built up the app becomes a platform for all kinds of commerce.

Smartphone apps are the key that will turn your disloyalists into loyalists, all driven by the simple tap of the finger.

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