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Brian Pasch

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Building a Mobile First Strategy At The Dealership

By Brian Pasch

mobile-first You may not be familiar with the term "Mobile First" but it is most likely the most important initiative you can start at your dealership in 2013.   Mobile First thinking impacts so many aspects of your dealership success yet few dealers have started their own Mobile First initiative.  Dealers need to consider all touch points with consumers and ask one basic question:

"Are my consumer facing communications effective on a mobile device?"

Inspecting your dealership sales, marketing, and operations for a Mobile First mindset includes questions such as:

  • How do my website pages look on a mobile device?
  • Is my custom content visible on a mobile device?
  • Are my emails and newsletters readable on a mobile device?
  • Does my service scheduling form work on a mobile device?
  • Do my trade-in appraisal tools work on a mobile device?
  • Are my SEM campaigns visible on mobile devices?
  • Are my social media engagement links broken when viewed on a mobile device?

As mobile traffic is increasing, dealers must have a Mobile First strategy.  The majority of consumers who are interacting on Facebook with dealership content are on mobile devices.  Mobile SEM campaigns are producing significantly lower cost per lead compared to desktop ads.   Everything that touches a consumer must be effective on a mobile device.

mail-chimp

Responsive Websites But How About Responsive Emails

I have written about Responsive/Adaptive websites design but why can't dealers send out emails from the CRM that respond/adapt to the screen size of the reader?   Well they can, thanks to HTML 5 coding.  

You can see from the graphic above, email companies like Mail Chimp have responsive templates for emails. Despite the opportunity, I would estimate that less than 10% of dealers are using responsive email templates.  

Most email templates sent by dealers are too large, complex, and format poorly on a mobile device.  Yet dealers are asking why email response rates and contact rates are dropping?  The answer is simple!  We have ignored the move to mobile devices and are pretending that we are still in the year 2000.

This is a big opportunity for dealers who understand just how many people read their emails on a mobile device.  This will resonate with dealers who know how many emails are sent each week from their CRM system. 

Invest In A Mobile First Strategy

Make the investment to create a Mobile First strategy and your marketing investments and sales processes will see a significant lift.  Being the first dealer in your market with a seamless communication strategy will be rewarded with more calls, leads, and sales.

I recommend that you talk with the CRM vendor and your digital marketing partners see discuss who their products and services can be a part of your Mobile First strategy.

 

Brian

Brian Pasch, CEO
PCG Consulting
732.672.2356
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