In previous articles, I’ve discussed strategy and how mobile marketing leverages buyer spontaneity. Although purchasing an auto is a big decision, a key takeaway is that customers with smartphones are “on the go” and looking to buy quickly.

I wrote this thought leadership piece for a national automotive dealer magazine to be useful to GMs and Internet managers. It is the last in a three-part series, taking the reader from the why's of mobile marketing to the final steps needed to execute a campaign that cost-effectively targets and harvests more in-market shoppers using this useful tactic.

Marketing firm The Search Agency found that one in four paid clicks in the United States in Q4 2012 came from all mobile devices (tablets and phones). Our data shows on average that mobile cost per click can be half what it is for searches conducted from personal computers. Best of all, mobile ads can get up to twice the click-through rate.

Knowing this, your mobile marketing messages should point to a new, fully mobile-optimized website (not your standard site) that targets this customer. After you’ve made the decision to pursue mobile marketing, now is the time when the “rubber hits the road” and you’re ready to think strategy and implementation.

These five steps will guide you toward maximizing your return on your mobile marketing investment.

1. Create an adaptive (responsive) website
2. Develop your mobile marketing strategy
3. Employ geographic targeting
4. Write effective mobile ads
5. Create mobile display ads

Go in-depth into this useful tactic (via Dealer Communications magazine):
Profitable Mobile Marketing: 5 Steps