CDK's purchase of Auto/Mate may create a major disruption in the dealer management system (DMS) industry. Here is our take. DOWNLOAD
Among the many methods of digital automotive advertising, mobile phones are emerging as one of the most effective devices to promote your dealership. But not all mobile phones are created equal.
While SMS marketing capitalizes on text messages to propel its campaigns, another platform for mobile marketing is gaining popularity. I’m talking about smartphones. IDC’s 49.2% market growth prediction for 2011 shows that smartphones such as the iPhone, Android, BlackBerry, etc, are definitely on the rise in today’s era of portable internet and mobile web browsing.
But with the advent of mobile web, does it mean that SMS marketing will soon become an obsolete method of advertising? It’s not likely so. Millions of people still send text messages everyday, and SMS messaging remains a low-cost, easy and fast way to directly reach out to a number of people through mobile. And because SMS is a standard feature in practically all mobile phones today (including smart phones), SMS marketing conveniently extends to both smartphones and “dumbphones” users.
Luckily for the automotive industry, both SMS marketing and mobile web can work together to drive an efficient marketing campaign for your auto dealership. SMS marketing provides a faster, more personalized way to send information to a targeted group of potential customers. Mobile web, on the other hand, offers richer multimedia experience and a new level of interactivity through the integration of customized smartphone apps in your mobile ads.
But while mobile web marketing is still dealing with a few hurdles, such as OS segmentation making it difficult for mobile apps to display correctly across different devices, SMS marketing enjoys a seamless operation. Through text message marketing, your dealership can target a broader scope of the market beyond just the smartphone users.