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Ketty Colom

Ketty Colom Digital Marketing Specialist

Exclusive Blog Posts

Women in the Dealer Workforce: Where We Are & Where We Can Go

Women in the Dealer Workforce: Where We Are & Where We Can Go

It’s no secret that women make up a small portion of the dealer workforce and turnover among women is high. By not attracting and retaining women in the …

Car Subscriptions - Q and A with Bill Playford

Car Subscriptions - Q and A with Bill Playford

I had the chance to interview Bill Playford about car subscription services, and how they're going to change the marketplace. Take a look what this ins…

Be The Exception

Be The Exception

How brilliant marketers find and follow what makes their stories different in a world full of average content DrivingSales is excited to announce th…

Keeping Up with the Joneses in Quick Lube

Keeping Up with the Joneses in Quick Lube

More than half of all sales customers will abandon your dealership’s service department in the first year. It’s a widely varying statistic &nda…

It Has Never Been Easier To Be Average

It Has Never Been Easier To Be Average

It has never been easier to be average. This post was written by Jay Acunzo, who will be speaking at the upcoming DrivingSales Executive Summit in Octob…

5 Million People Aren't Seeing Your TV Spots

About 95% of Americans watch TV using traditional cable or satellite options, whereas the other 5%—the so-called "Zero-TV" viewers—are bucking tradition (because of cost or lack of interest) in favor of non-traditional devices and services, according to a report by Nielsen. 

 
 

I’m not saying to stop your traditional TV advertising and I’m definitely not saying the entire population will convert to a Zero TV Households within the next year, but it is important to notice this trend and cater to the 5 million people that do not watch cable TV. Your website is the best tool for gaining more customers and leads so use it to capture the attention of 5 million Zero TV households.

Now that you have this data, let’s review ways you can beef up your online and mobile advertising as less than 10% of the Web is currently mobile ready (mobile search now accounts for abouthalf of all searches).

 

1. Keep Messages Simple

Complex language, metaphors, or details that require too much thinking should be avoided. Follow this rule of thumb: if someone can’t understand the ad within two seconds, the message needs to be simplified.

 

2. Provide a Strong Call-to-Action

Use straightforward descriptions -- “Click here for 20% Off,” or “Value your Trade Now!.”

 

3. Use Visually Compelling Imagery

Use images that capture the value of your message as consumers are more likely to click to your site.

 

4. Create a Sense of Urgency

Take advantage of seasonal and time-sensitive trends. Like VW’s SPRINGTOBER or Chevy’s Truck Month.

 

5. TEST!

When you've decided on the right messaging, call-to-action items, and images, your next step is A/B testing. A/B testing allows you to understand what features of your ad are compelling to a mobile user and which type of messaging and creative resonates best with them. There is always room for improvement so test, test and test some more.

 

Utilize these tips in your next website redesign. If your mobile site is set up poorly, you can expect that over half of these potential customers would not recommend you. Furthermore, 40% would then visit a competitor site after a bad mobile experience on yours.

If you need help in making your website mobile and tablet friendly,  check out my previous blog post!

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As always, follow @activengage and @kettyc for marketing tips, live chat updates, and more! 




















 

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