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Jared Hamilton
From: Jared Hamilton
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Arnold Tijerina

Arnold Tijerina President & Corporate Storyteller

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With the Verizon iPhone Coming, Is It Time To Re-Think Mobile Marketing?

With today's announcement of the iPhone coming to Verizon, you have to analyze the mobile market and wonder if it's time to embrace mobile marketing (if you haven't already). 

The facts are that 85% (264 million) of the US population (307 million) has a cell phone. 

 

Smartphones accounted for about 30% of all phones as of Oct. 2010 but that number is projected to overtake non-smartphones in 2011 per Nielsen. That would take the number of smartphone users to 132 million across all cell networks - almost 1/2 the population of the U.S.

Android and iPhone users account for about 1/2 the total number of smartphones in use but the iPhone accounts for 65% of AT&T smartphone subscribers. I'm expecting that the chances that the percentage of Verizon smartphone users who have an iPhone will approach, if not eclipse, the percentage that AT&T has. Assuming this holds true, the iPhone will end up accounting for 86 million smartphones with the Android comprising 30 million.

A large percentage of the US population will have, and be using, smartphones. According to Morgan Stanley, mobile internet usage will overtake desktop internet usage within 4 years (by 2014). 

Getting the picture? This isn't even accounting for web traffic originating via iPads, iPod Touches and Android-based tablets. It also doesn't account for traffic generated through apps.

Bottom line is that you need to have a mobile website and/or make sure that you're existing website is mobile-friendly, at the very least. 

It's time to seriously re-visit a mobile marketing strategy if you don't have one. Don't play catch-up later.

Jared Hamilton
Id be curious to see what % of visitors to dealership websites are coming from a mobile devices. Naturally the overall market is growing, and shouldn't be ignored but what are some actual dealership numbers?
Ed Brooks
Great post Arnold! i just came across this yesterday on Media Post: The Unique Power of Mobile Marketing, And A Challenge for 2011. Here's a link: http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=142615 For me the big take-away was this: To survive, brands must be available, participatory and useful to a consumer in all the right moments in the mobile lifestyle, because purchase decisions on the mobile platform happen fast. Consider this: When searching for a consumer electronics product on a personal computer, 40 percent of consumers purchase the product within 30 days. But when they search from a phone, 40 percent make that purchase within one hour. Now cars aren't consumer electronics but I have to think the same applies. Folks on their phones are the closest, the furthest down the funnel, to purchase.
Arnold Tijerina
When I'm out shopping at..say.. Best Buy.. I invariably scan the product I'm thinking of buying and price-check it. I've been doing this regularly now since many companies have their prices lower on their website than in their store (cough..Best Buy..cough). The point I'm getting at is that in my experience, many dealers have different pricing for their vehicles on their own website than they do on the cars on their lot. I would absolutely check pricing on similar vehicles before making a commitment to buy a CAR if I would do it for a DVD. It's hard to believe I'm in the minority here but, yeah, I agree, if I'm on site (whether it's at a car dealership or Best Buy) and I'm price-checking an item, I'm further down the sales funnel than if I were sitting at home comparing prices.
James Easter
Thanks for the post Arnold, and for the comments by Ed & Jared. I would definately like to see those industry-wide numbers too Jared...it's gonna keep getting bigger & bigger!!

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