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Millennials are emerging into the car buying market. That fact alone should make it very clear that text messaging is becoming an important component of mobile marketing and the lead process for car dealers, but there's more. Existing car shoppers who weren't texting very much the last time they were in the market are starting to embrace texting more every day.
Texting isn't just for young people. Even people in my generation are moving towards texting. I personally text much more often than I talk on the phone.
There is a growing percentage of dealers who are taking advantage of the text messaging trends when it comes to working their leads. That percentage is probably higher than normal here on DrivingSales. However, there is still a gap when it comes to using texting for marketing. Between texting rules and software nuances, trying to generate more leads through text messaging can be a challenge.
Thankfully, chat is filling much of the gap. Compared to phone calls, emails, and lead forms, website chat is by far the closest that a lead converter can come to replicating the texting experience. As we described in our blog post, chat mimics texting on dealer websites. It's not exactly the same, but a clear increase in the percentage of website visitors utilizing chat can be easily attributed to its similarities to the ever-popular text.
It's real time.
It's back and forth within a single mobile interface.
It doesn't require people to open their mouths and talk.
As the popularity of mobile continues to expand and the market becomes more saturated with people who like to text, having a properly positioned mobile chat interface can help dealers takea advantage of the evolution of communication.