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Brian Pasch

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GM Dealer Hits 50% Mobile Traffic To Their Website - New Benchmark Set

By Brian Pasch

mucho-mobile
Ladies and Gentlemen, this is your wakeup call. This is the first time I have seen a dealer hit the 50% mark: mobile vs. desktop traffic. If this data chart (shown above) does not create a priority to establish a MOBILE FIRST marketing strategy for your dealership, nothing will.

Dealers need to inspect ALL their marketing investments on mobile devices and ask two questions:  

  1. Does the MOBILE version of my ads, content, videos, website, etc. ENHANCE my brand?  
  2. Does the mobile version make it EASY for consumer to engage with my brand? 

The rise in mobile traffic and the need for device independent content delivery is an opportunity for some and a barrier to growth for others.  Where do you fit in that equation?

What is your current mix of desktop vs. (tablet and mobile)?  Are you pleased with the mobile version of your virtual showroom? 

Brian

Brian Pasch, CEO
PCG Consulting
732.672.2356
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Eric Miltsch
Brian, Curious if they know how much of that traffic is coming from within their showroom/lot from their own employees? And what's their trend been like - the chart shows ~2k since feb yet the visits show 15k & 4k. (Can't make out the settings applied - as I'm viewing quickly from my phone - fitting.)
Brian Pasch
Eric This dealership does not use tablets or mobile CRM in their sales process today. I'm not sure how mobile traffic can be isolated to be coming from the dealership since it's not a local IP address associated with the store, like desktop traffic can be filtered. The Setting Applied called MSN-OUT was to filter out the MSN bot that is attacking from Cobalt websites and inflating the traffic. So, it takes out the junk "noise" and the results as shown more accurately. In June 2013, was the cross-over where the mobile traffic overtook the desktop traffic and continues to grow. So, for this dealer, June was the inflection point that mobile delivered more traffic than desktop and the gap continues to grow.
Tarry Shebesta
This is very true Brian as we see the same results with our dealers. Most desktop providers give very little thought as to mobile. Those who don't adapt will not be around, including some of the bigger players.
Brian Pasch
Tarry Agreed. We have much to catch up in regards to helping dealers engage with mobile shoppers!
Amir Shah
We've been advocating a mobile first mentality and this post is a perfect example of why this makes sense. I'm eagerly awaiting your next post about dealerships receiving more leads from mobile than their desktop. I've heard that some dealerships are experiencing a decline in overall leads. Could this be because their customers are migrating to mobile but their mobile systems arent up to par?

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