We’ve all done it: In a moment of boredom (watching TV, reading a newspaper or waiting for our kids to finish sports practice) we pull out our smartphone and start searching for a product. A service. A brand.
I wrote this thought leadership piece for a national automotive dealer magazine to be useful to GMs and Internet managers who are heavily invested in traditional forms of marketing, and want to know more about how digital (especially mobile) advertising can help them "close the loop" when in-market shoppers do research online.
Whether we’re ready to buy today, or just starting a new research phase, our smartphones have become our digital butlers, our personal researchers, our concierge.
Factor in ever-cheaper tablets (the iPad is no longer the sole choice of price-conscious consumers), and it’s clear that dealerships must be easily found via all device types when the mood strikes to conduct research.
New research from Google1 highlights the opportunity: Nearly 70 percent of surveyed consumers started shopping research on a smartphone, 61 percent started on a personal computer (PC), and 4 percent started on a tablet.
However, 57 percent of the time those surveyed said they were using a smartphone while using another device ¬– 28 percent with a PC, and 29 percent with a TV.
The opportunity for dealers is clear: We’re living in a multi-screen world. No matter which device your customers reach for, mobile research activity “closes the loop” on all of your marketing efforts.
Useful tactic (via Dealer Communications magazine):
Mobile Marketing Captures Buyer Spontaneity
The Useful Marketer
Useful tools, tips, tactics for modern marketers.