AutoMotionTV Mobile Marketing Series: Bruce Pangborn With El Dorado Motors

In a video interview with Bruce Pangborn, Internet Manager for El Dorado Motors, Bruce shares his thoughts on the future of mobile and a few ways El Dorado Motors is promoting their Dealer App. Apologies for the poor quality video.

Ben: Welcome to the AutoMotionTV “Mobile Marketing” series, I’m very pleased to be joined today by Bruce Pangborn, Internet Manager from El Dorado Motors. Bruce thanks for being with us.

Bruce: You’re welcome.

Ben: Bruce, just give us a real brief overview if you will on mobile marketing, especially as it pertains to the dealer market.

Bruce: I don’t see …I just don’t see PC and personal computers as being the wave of the future, I see this mobile marketing being the wave of the future for dealerships. And so now is the time and that’s the way I see it. Why wait till it’s there and everybody else has got their foot in the door, and you’re still waiting to make it happen? Take a look at the iPad and what’s going on there and take a look at what the capabilities are now on just your smart phones and the wave going there. So I see that as the wave of the future and I see that as instant access to many of our customers.

Ben: Bruce, maybe talk a little bit about how El Dorado Motors is looking at mobile marketing, maybe some of the things they’re trying today, some different methods, just expand on that for us.

Bruce: The other thing we’re doing right now is attaching it [App] to all of our emails. We have our CRM provider has set up a link, so that whenever we open a new email, we’re going to send the customer one [App]. It’s there automatically, you don’t have to figure out how to put it in. So bulk emails, individual emails, it doesn’t matter. That link for the AutoMotionTV on our Mazda and Chevrolet site is sent out to them to download it [the App] on their iPhone.

Ben: Wonderful. Thank you Bruce, I appreciate your time. You’ve been joined by Bruce Pangborn, Internet Manager of El Dorado Motors. Thanks again Bruce.

Bruce: Yeah you’re welcome, any time.

Still on the fence – mobile site or app?

December 20, 2010

Lee Zoumas is is manager of design and development at MoreVisibility

By Lee Zoumas

Every marketer knows that to gain an advantage over its competitors it needs to have a mobile strategy in place.

There are two main approaches that a marketer can take to determine how to deploy its mobile strategy.

The first approach is via a mobile application, which is an application that is physically installed on a mobile device, such as Pandora or Facebook.

The other approach is via a Web-based application or mobile Web site that is viewed on a mobile device’s browser.

So how does a marketer determine which approach is right for it?

Site to see
The answer to this question may lie in the differences between these two approaches.

The differences between mobile application development and mobile Web site development are quite similar to that of traditional desktop development and Web development.

The biggest difference is that in mobile application development you are developing the application for a specific device such as the iPhone, Android, BlackBerry or Windows Phone.

All four of those devices run their respective operating system and require knowledge of a completely different software development kit and development environment.

When developing a mobile Web site, you are developing against the device’s native Web browser.

This is very similar to desktop Web site development in that developers still need to be conscious of the same techniques for having the Web site display properly across multiple browsers.

So in a sense, you can write one set of code for a mobile Web site and have it behave functionally the same across all the different mobile devices.

There are a few intricacies in the way that browsers render CSS, but developers can add a sniffer to detect the mobile browser and serve up a different CSS for a specific device.

Another variance between mobile applications and mobile Web sites is the way that updates are handled.

Locating app’s charms
On a mobile application, updates are delivered in the form of a patch that has to be physically downloaded and installed on the actual device.

Mobile Web site updates are transparent to the end user because they take place on the Web server.

Once an update is made on the Web server, it is now available to all users who are visiting the mobile Web site.

Coordinating patches for mobile applications among the various operating systems is a time-consuming task that requires a lot of resources and has a lengthy and complicated QA process.

The actual type of application you are planning to develop can also dictate the approach you choose.

For example, if you are planning on developing a location-based application that ties into your mobile phone’s GPS location, then a mobile application may be the better option.

A mobile application makes it easier to access a device’s native functions through the software developer’s kit (SDK), such as global positioning.

On the other hand, it is more difficult to achieve global positioning natively through a mobile Web site.

There are many third-party tools available that will help do this, but most of them rely on your phone’s IP address, which is not as precise as GPS.

It is a common trend for marketers to take the mobile application approach as its software solution of choice, thus ignoring the mobile Web site approach altogether.

If a marketer truly understands the differences in these approaches, it will be able to make a more informed decision in the selection of its mobile approach.

The company will also ultimately save time and money in the long run, while also delivering to its end users the best possible mobile experience.

View the original article: Mobile Marketer

Jaguar generates 700-plus qualified leads with mobile ad campaign - Luxury Daily

By Peter Finocchiaro

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December 20, 2010

The Jaguar XF mobile landing page

British automaker Jaguar converted more than 700 consumers into qualified leads for the brand’s XF line of upscale sedans with a mobile advertising campaign targeted at affluent, tech-savvy Australians.

The brand developed mobile banner ads that were placed across several Australian business and finance news sites. More than 19,000 consumers clicked through the banners to visit a mobile-optimized site for the car maker’s XF line of sedans, and 4 percent of those turned into qualified leads.

“Whether or not the year of mobile ever actually comes, the opportunities are enormous,” said Jake Denny, business development manager at Big Mobile, Sydney, Australia. “Such an opportunity was realized by Jaguar in Australia.

“Jaguar and media agency Mindshare set out to build brand awareness of Jaguar XF and encourage their audience to explore the key features of the care,” he said.

“Big Mobile was able to deliver a mobile strategy that provided Jaguar the greatest reach across feature phones and smartphones and a strong and highly targeted mix of premium and blind ad network mobile inventory.”

Big Mobile developed the campaign, which it claims represented the first time Jaguar has invested in mobile media in Australia.

The Australian Jaguar XF sedan has a manufacturer’s suggested retail price of $99,990 AUD, the equivalent of about $99,000 USD.

The campaign
Big Mobile developed a line of mobile banner ads to attract the attention of mobile users browsing business and financial news on their handheld devices.

Creative featured an image of a silver Jaguar XF next to copy such as “This is the new Jaguar” and “Six figure luxury for only five.”

Jaguar ran the ads across a variety of environments, including mobile-optimized sites for publications such as The Australian, News.com.au, Cnet and ZDNet.

Jaguar banner ad

Additionally, the brand did a run-of-category ad buy across the business and finance sections of several carrier networks’ mobile portals.

Finally, the ads had run-of-category placement on business and finance verticals across applications and sites running across multiple mobile ad networks.

The ads each lead to a landing page with additional information about the XF line that was optimized to run cross-platform.

The mobile site loaded to a larger image of the vehicle, alongside the same ad copy used in the mobile banners and base-price information.

Consumers could scroll down to find information and images for the four models from the XF line: the XF Luxury, the XF Premium Luxury, the XF Portfolio and the XFR.

Each individual model’s page includes a basic overview of the vehicle and specific details about design, optional equipment, and exterior and interior choices.

In addition, each page included links to more content, such as a photo and video gallery, a dealer locator and screens where consumers can request vehicle brochures and schedule test drives.

Jaguar XF landing page

The test drive page enabled visitors to either click to call a Jaguar representative or enter their full name and mobile number to set up a test drive via SMS. Users can also opt-in for updates from the brand.

“Mobile is not just about making calls or sending texts,” Mr. Denny said. “Mobile is a critical access point for email, social networks, browsing the Internet, watching video and instant messaging.

“As we continue on a trajectory [emphasizing] accessibility, content and a need to be connected, there is much more work to be done,” he said. “We must continue to deliver on consumer expectations and provide the experience that they deserve, regardless of handset manufacturer, carrier or operating system – just as Jaguar did on the XF campaign.”

View the original article: Mobile Marketer

Mobile App Market to Grow to $35 Billion by 2014 [REPORT]

International Data Corporation predicts that the number of mobile application downloads worldwide will grow from 10.9 billion in 2010 to 76.9 billion in 2014. The market intelligence company also anticipates mobile app revenues will surpass $35 billion in 2014.

IDC’s findings are based on company financials, product announcements and its quarterly survey of the Appcelerator mobile developer base.

Based on its research, the organization expects accelerated growth in the mobile apps market as even more applications make their way to tablets, Internet-connected TVs and other devices in the years ahead.

“Mobile app developers will ‘appify’ just about every interaction you can think of in your physical and digital worlds,” says Scott Ellison, IDC mobile and wireless research vice president.

Essentially, IDC is making the claim that mobile applications, and associated revenues, are here to stay. It’s a conclusion that seems reasonable considering how lucrative and popular apps like Angry Birds have been, and the current ubiquity of mobile applications. Previous research from the Pew Internet Project points to 24% of the U.S. adult population using apps, with app users having 18 apps on their device on average.

Still, there are some — RIM co-CEO Jim Balsillie, for instance — who believe that the “appification” of the web is a fad that is destined to flatline.

View original article at: Mashable/Mobile

An Argument for Mobile App Marketing

The height of marketing power right now may come in the smallest of forms; in fact, small enough to fit in the palm of your hand. Although marketers have been employing cell phones for years—via call surveys and even text message campaigns, for example—the newest and smartest way to engage on-the-go customers is now by creating mobile applications that smartphone users can download immediately and use indefinitely.

Can’t They See My Website Online?

Yes, but mobile apps load faster and provide a much more user-friendly experience for someone who’s viewing your data on a small screen, with the range of buttons available to them (as opposed to a full keyboard and mouse). With a mobile app, your menu can be tailored to services that people are most likely to be seeking while out-of-home. For example, your main page can reflect your directory and a map to your location. Or you can offer one-click sales without all the flash and graphics or the dense text information that’s available on your website. Plus, you’ll be listed among their favorite and most-used programs on their phone. It’s an automatic bookmark and frame of reference so they’ll never forget your name—or that cute little logo or icon that reflects your brand.

What Perks Does a Mobile App Offer?

The greatest single advantage to offering a mobile app is that you can interject your business at any time, anywhere and give your customers—or prospects—an immediate, direct connection to your products and services the moment they think of needing them. Besides that, constantly seeing your application and thinking of your brand keeps you top-of-mind. At the very least, because mobile apps are so prevalent, if you don’t have one, it’s probable that your competition will make one first.

How Can I Stand Out in the Crowd?

There are numerous jokes being made about the number of apps out there in the world; but the answer to making a big statement with yours is actually quite simple: Target your key audience. It’s not like your account is going to be the new Facebook and show up on the face of every cell phone; not every single person will want a direct route to your business information. But there is a group of niche individuals who will. The greatest task with mobile applications, as with most forms of marketing, is identifying and getting in contact with those who will benefit the most by communicating with you. Once the app is downloaded, it’s all downhill from there.

By tying in your mobile app with a comprehensive marketing campaign, you can direct interested parties to your mobile app and keep them connected. Once someone has you listed among their collection of valued apps, you can offer incentives that are only available through your mobile app and then consistently reward prospective customers for having it on their phones and checking in on a regular basis.

Written by admin in: Uncategorized | Tags: app, apps, argument, bookmark,brand, campaigns, cell phones, competition, downloaded, experience, icon, logo,map, marketing, mobile app, mobile applications, on-the-go, one-click, out-of-home, perks, sales, smartphone, surveys, user-friendly

See the original article at: Mad 4 Marketing Blog

Should brands focus on mobile apps?

John Shegerian, chairman and CEO of Electronic Recyclers International, Inc., and Tim McLaughlin, president and founder of Siteworx, debate.

John Shegerian
Chairman and CEO, Electronic Recyclers International, Inc. More than two decades of technology marketing experience

Mobile device use, and app usage, is growing at breakneck speed. As a result, smartphone applications have become valuable tools for brands, as they've realized mobile marketing is where they must focus their efforts to attract new customers and remain competitive.

The idea of incorporating apps into a corporate marketing strategy is still new, just as websites and social media pages started as innovative concepts.

Every brand now seems to have a website and social media page, but most organizations still do not have an app. Early adopters that create valuable apps can solidify a fan base and gain experience in this increasingly important medium, as well as glean valuable insight into mobile user behavior.

Despite these possibilities, many companies lack the confidence, knowledge or infrastructure to implement app-based initiatives.

This is unfortunate, because the launch of a mobile marketing campaign does not require a significant expenditure, but connects companies directly to consumers, delivering a complete online experience.

Apps also give companies the ability to engage with customers in an ongoing relationship, build brand loyalty, and create unprecedented advertising, sales and revenue opportunities. Think of it as a browser dedicated entirely to your brand, your interactive campaign and your content, with your customers directly connecting to you.

I learned the importance of mobile apps earlier this year when we made our "Eco App" exclusively available for the iPhone and iPod Touch. The app allows consumers to type in their Zip Codes, select their cities, and choose the items they want to recycle. Its goal is help consumers minimize their environmental impact locally by offering them a simple way to locate the nearest recycling center. We also made our other “My Recycle List” app available for the Android system.

This demonstrates the demand for simplification in the recycling process, but it also highlights the power of mobile marketing and its value for a wide range of industries.

Consumers who are given access to brands in valuable and simplified formats interact more. When this happens, brands have future opportunities for growth.

Tim McLaughlin
President and founder, Siteworx. More than 10 years' experience in digital technologies

Before spending time and money on native mobile applications, marketers should start by optimizing their traditional Web presence for the best mobile viewing possible.

Sure, apps have certain advantages. They can often give you better usability and performance, as well as access to more of a mobile platform's APIs.

On the other hand, they're difficult from a maintenance and content management perspective.

Most apps will have great difficulty leveraging your site's content management system, and they have to be separately designed for Apple, Android, Blackberry and Microsoft devices.

Most importantly, they'll reach only a small segment of your total mobile audience.

In December, if your mobile strategy is a holiday drink, apps would be your candy cane martinis. They're different. They're potent. But they're not for everyone.

A lot of people may never try them, and even those who do might not run back for seconds, as sustaining user interest in downloaded apps has been a significant struggle.

The mobile-optimized Web is your eggnog. It's the workhorse of the menu. It might not be as flashy as the candy cane martini, but it's easier to make, and it'll reach — and satisfy — a much larger audience. We're not surprised these days to see organizations with 40% to 50% of their Web traffic coming from mobile devices.

If you're still not convinced, there's also the issue of data collection, perhaps the biggest reason of all to put mobile Web optimization ahead of app development. Your mobile-optimized site will take in priceless information about your audience's mobile viewing habits — data that can later be used in an app's eventual, and more costly, development if you decide to embrace mobile applications. Conversely, mobile apps can have difficulty tracking user interactions beyond the initial download, putting them at a significant disadvantage compared to the Mobile web in terms of data collection.

To make a long story short, we rarely — if ever — recommend letting apps supplant the Web as an organization's primary mobile marketing channel.

DIRECT MARKETING NEWS DECISION:

Marketing apps are a good fit for brands that are household names, or those that offer truly innovative services for mobile devices. Large brands should embrace them, but up-and-coming marketers should think twice before focusing on apps instead of the mobile Web

Find the original article at: Direct Marketing News

A Few Pointers for Effective Mobile Marketing

Mobile Marketing Firm Shares Some Advice

By Chris Crum

There's no question that mobile is getting bigger, and is becoming an increasingly important channel for businesses to reach customers.

We had a conversation with Tim Nguyen, a sales manager for mobile marketing firm Trumpia, which has worked with plenty of small and large businesses in assisting them with utilizing mobile marketing to drive traffic and revenue.

"One of the most unique mobile marketing campaigns we have been a part of [is] definitely our recent work with Sony Pictures' new movie, Takers," says Nguyen. "This was unique in that we were not only working with one of the biggest companies in America, but we also had T.I., a very influential cast member and musician heavily promoting the campaign."

As the company said in a blog post about it, Takers had thousands of people text in their mobile keyword in les than a week, to enter a giveaway for tickets to a private screening of the film. Trumpia called this "a testament to how quickly and effective mobile keywords can be when marketed correctly."

The campaign manager called it a huge success, saying, "After a quick export and some segmentation we were able to see where people were visiting New Orleans from. Using users area code we were able to see what state they originated from, giving us a much deeper analytic view for our client."

That is certainly an added benefit to this kind of mobile marketing.

"Mobile Marketing much like any type of marketing will be ineffective if you are not providing substance or something of interest to your targeted market," Nguyen tells us. "Therefore, really to be effective you have to be cautious with what you're texting to individuals and make sure the message is relevant and carefully thought out."

We asked him about the differences in effective strategies between small businesses and large ones. After all, small businesses don't always have the resources the big boys do.

"Really no difference between the two because large or small they are trying to accomplish the same thing which is to bring in more revenue," says Nguyen. "This can easily be done assuming your marketing campaign is strong enough that it drives individuals to act upon your offer."

As far as advice for the small business with a tight budget, Nguyen says, "Don't hesitate to go mobile! Often times mobile marketing will be much cheaper than print ads, paid advertisements, mailers, etc, so one you will be saving money by going mobile."

"Two, text messages are delivered in real time and go directly to cell phones, which almost everyone in the United States has," he adds. "Therefore text messages will be read immediately and delivered straight to the source to increase conversion and the effectiveness of your marketing campaign."

He says that typically, not all businesses should worry about having their own mobile apps, because they can be expensive to develop. That doesn't mean you shouldn't be taking advantage of other existing apps. He names Facebook, Twitter, and Foursquare as places for your business to be found in apps. I'd suggest that you explore some app stores and see not only which apps are most popular, but which ones offer services that you can practically apply a use case for your business to.

"Mobile marketing is really on the rise, and at the end of the day it really is the most effective means of communicating with individuals today," says Nguyen. "You have to consider that almost every individual has a cell phone, which they check almost religiously! So it is impossible for someone to say they didn't receive your message or didn't know. Mobile Marketing is extremely effective in that it's easy to reach individuals immediately and effectively, at much lower costs than other marketing streams. I've never known a business [to] say no to a more effective way of marketing while at the same time saving money, it really is a business owners dream come true!"

View the original article: WebProNews

7 Ways Product Companies Use Apps

How will your dealership’s iPhone app measure mobile success?

With mobile traffic on a rapid rise, more and more dealers are evaluating their mobile marketing strategies. While mobile apps are not new, dealers are just starting to consider whether apps play a beneficial role in capturing mobile visitors. Before serious consideration for an app can be made, a dealer needs to identify a purpose for an iPhone app. Will my dealer app simply provide information? Does it exist as a brand enhancer? Is its purpose to motivate a visit? Is it a lead generator? Does it drive web traffic? Does it function as a post-sale tool? Is it a source of entertainment?

In my quest to answer the above I took a look at how companies large and small are using apps.

The Branding App:

Many larger companies use apps to brand. In many ways the apps are distinctly disconnected from the product. Oakley’s app “Surf Report” doesn’t mention sunglasses anywhere, rather providing surf swell direction, height, and tide information.[1] You won’t find blue jeans in Levi’s Fort Fader app, only music schedules, news, and more.[2]

The Information App:

There are a host of information-based apps out there. The House of H-D app, a Harley Davison dealer, provides a picture of the dealership, hours, and directions.[3] Not much more. Blow Salon & Spa, an Aveda concept salon in Laguna Beach, provides an app with hours, directions, and the ability to book an appointment.[4]

The Lead Generator App:

The Nationwide app prompts users to create a profile within the app. This profile aids in filling out forms throughout the rest of the app.[5] Many other well-designed apps bring lead generation into play by enticing users to sign up for a newsletter, schedule an appointment, or submit an inquiry.

The Digital Brochure App:

The Honda CR-Z app is an excellent example of a digital brochure.[6] The app allows the user to interact with the vehicle, telling a story during the entire process. Weber Chevrolet’s app features images, video, and 360 spins of each vehicle – making full use of the iPhone’s touch functionality.[7]

The Shopping App:

UGG Australia is a shop centric app.[8] Upon launch the app invites the user to start browsing currently available products, sizes, and colors. The app features a “my cart” function, allowing users with an UGG account to make purchases within the app.

The Entertaining App:

The Timberland Expeditions app puts a unique spin on the app experience by combining a fully featured game with a complete product showcase.[9] The Yamaha app allows the user to grip and rotate the iPhone like the throttle on a motorcycle.[10]

The Post-sale App:

What about after the sale? How can an app spur additional sales? Jeep has done an excellent job creating an interactive owner’s manual.[11] Everything from a warning lights reference to towing assistance is available through the app. The result for Jeep is increased app retention.

How do apps fit the dealer?

Which app type above applies to my franchised dealership? The automotive industry is as unique as any other and I believe we’ll have a better idea in the next 9 months. As we speak hundreds of dealers have released different types of apps to the iTunes store. Some fit a single app category; others are a combination of those listed above.

As I see it, an app should be an accessory to a well-rounded mobile marketing mix. Companies successfully implementing apps seem to follow a basic set of rules:

1.When your customer types your website URL on their mobile device, give them the option to download your app. They won’t search the app store.

2. Provide a unique user experience. This is why they downloaded the app in the first place!

3. Have a call to action. Give your user a way to make the next move.

How are you implementing an app with your dealership? Do you see apps having a place in the dealer market? I’ll be following this closely in the next few months.

About the Author

Ben Anderson is the President of AutoMotionTV, a Minneapolis based marketing company specialized in automotive video. You can reach Ben @ 612-353-4125.

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[1] http://itunes.apple.com/us/app/surf-report/id295405621?mt=8

[2] http://itunes.apple.com/us/app/levis-fader-fort/id359332458?mt=8

[3] http://itunes.apple.com/us/app/house-of-harley-davidson/id356683180?mt=8

[4] http://itunes.apple.com/gt/app/blow-salon-spa/id335043672?mt=8

[5] http://itunes.apple.com/us/app/nationwide-mobile/id311627534?mt=8

[6] http://itunes.apple.com/us/app/the-honda-cr-z-experience/id388789191?mt=8

[7] http://itunes.apple.com/us/app/weber-chevrolet/id378486441?mt=8

[8] http://itunes.apple.com/us/app/ugg-australia-mobile-shopping/id381125931?mt=8

[9] http://itunes.apple.com/us/app/timberland-expeditions/id329506682?mt=8

[10] http://itunes.apple.com/us/app/ride-yamaha/id337268487?mt=8

[11] http://itunes.apple.com/us/app/timberland-expeditions/id329506682?mt=8