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Ashley Mabery

Ashley Mabery Director | Retail Performance

Exclusive Blog Posts

Design: The Driving Factor Behind Showroom Sales

Design: The Driving Factor Behind Showroom Sales

Many factors go into creating a successful showroom. While often overlooked, design plays an essential role in the customer experience and overall success …

5 Reasons You Should Seek Out Consumer Generated Content

5 Reasons You Should Seek Out Consumer Generated Content

It may seem like a good idea to always be the one writing about your dealership, but in reality consumer-generated content is as important, if not more so,…

DealerRater Reviews now Available on Cars.com

DealerRater Reviews now Available on Cars.com

DealerRater pushed a press release today that they have pushed reviews to the Cars.com Platform. According to the press release, this is about three millio…

Why Should You Attend NADA 2017

Why Should You Attend NADA 2017

As you investigate the possibility of attending NADA in New Orleans this year, you might be questioning the benefits of attending. It’s possible that…

The Most Wonderful Time of Year for Luxury

The Most Wonderful Time of Year for Luxury

It’s that time of year again: lights line the houses, the air is brisk, and luxury manufacturers are trying to make sure their vehicles are the best …

Familiarity and Focus - Two Reasons Why Mobile Advertising is Key

It’s no secret that a majority of customers now browse and shop on their mobile devices.  While many businesses have mobile ads running, there are some key ways to think about these channels that should enlighten them as to why mobile advertising is more important than ever.

Many people still use desktops and laptops every day.  However, most of these users also keep their mobile devices by their side the entire time.  When they are served an ad on a desktop or laptop, there is definitely a “third party” effect where the ad is in a way intruding on the user’s experience.  This makes the ad a little bit easier to ignore.  However, most people view their mobile devices as a bit more “personal” than their desktops and laptops.  Thus, when a user is served up mobile advertising, theoretically there is a slight increase in the chance that they will pay attention.  The shopper sees the mobile ad as slightly more legitimate in this fashion - they are more “familiar” with the messaging they receive via the devices they view as more personal.

Generally, people are easily distracted from advertising.  Often times, someone that works on a laptop or desktop all day will periodically check their mobile devices.  However, people will generally not stop looking at their mobile device to check their laptop or desktop.  Thus, mobile advertising should earn more of a user’s focus than that shown on a “regular” computer.  While people have trouble concentrating on a desktop or laptop in favor of their phone or tablet, the reverse is generally not true.

Shoppers generally feel more familiarity and focus with their mobile devices than their desktops or laptops.  What other psychological benefits of mobile advertising can you think of?

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