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Josh Knutson

Josh Knutson Marketing Manager | AutoMotion Dealer App

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Multi Screening Mobile Shoppers At The Dealership

 

Quick, look over at your waiting room. What are over half the people doing? I’m willing to bet good money that the majority of them are on some type of digital device. With over 147 million Americans owning a smartphone and 71 million owning a tablet its no news to anyone that your shoppers are using mobile like never before.  

 

We Know Two Things

  1. The average number of digital devices people posses is greatly increasing.
  2. Mobile is changing the way consumers shop, search and interact with your dealership.

 

More Screens, More Shopping

The amount of people that now use a mobile to shop has greatly risen over the past year; this coupled with the huge increase in mobile advertising has caused the vast majority of businesses to utilize digital marketing strategies to connect with their consumers. Everything from social media, to push notifications and location targeting are all large segments of the modern marketing plan.  

 

  • 81% of people use screen sequentially to browse the internet
  • 93% of people who use mobile to research move on to make a purchase

  Making your dealership accessible through a wide variety of platforms and digital devices greatly increases your chance of engaging consumers. With 67% of people starting to shop on one device and continuing to another, the amount of people completing tasks through a mobile/digital format continues to grow.  

 

One Task, Multiple Screens

People now use multiple screens to complete tasks. Flipping between different devices to satisfy needs is now the norm.

  • Smartphone’s are the most common starting point for sequential activities
  • 65% of information search and online shopping is started on a smart phone.

 

As media interactions move towards screen based models marketing strategies can no longer be viewed as Digital OR Traditional. Consumers are now faced with a vast array of content on a wide variety of platforms from OEM sites to dealership websites, to automotive dealer apps the choices are constantly expanding. Couple this with the large number of devices people now use, means being present on every screen and digital platform is essential to maintaining a strong mobile presence. 

 

To Do List:

 

Your dealership needs to understand all the methods people consumer media and create strategies that work with all channels. Consumers have different needs on different screens so adapting your goals and strategies to account for the differences of each device is necessary to cover the market. Making your dealership discoverable on all devices increases your chances of being in front of the consumer at the right stage in the purchasing funnel.

  • Give customers an easy way to “pick up where they left off”

 

  • Make search simple, be visible on all screens

 

  • Cross device behavior requires conversion goal adjustment

 

  • Align conventional and digital marketing with your digital channels

 

  • Create a optimized shopping experience on every device

 

 

  By: Josh Knutson, AutoMotion

Sources:
http://think.withgoogle.com/databoard/#lang=en-us&study=18&welcome=true
http://dealeradvantage.cars.com/da/wp-content/uploads/2014/01/Placed-Mobile-Device-Use-Study-Jan-2014.pdf

                     

Jon Lamb
Excellent insights, Josh. I find it rare to see anyone sitting and waiting for anything without staring down at their phone.
Josh Knutson
Thanks Jon! The new term on the street is "Mobile Addict" which posted 123% growth between 2013 and 2014. ( http://www.flurry.com/bid/110166/The-Rise-of-the-Mobile-Addict#.U39M3C9urLc ) I can only imagine what will happen once wearable tech becomes more widespread.

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