If you don’t have a mobile strategy, you better get going. This short and sweet overview is worth a read. One huge caveat, I would add SMS specifically because it is one of the most effective mobile tactics. Over 95% of text messages and mobile coupons get opened and read, and within 20 minutes of receipt. There’s no more interactive touch point for your base…
Thinking about getting into mobile marketing? Here are ten things to think about in planning a mobile marketing initiative.
Mobile phones are people’s most treasured communication device. It’s where they have their most intimate conversations and it holds their attention more than any other device – don’t abuse that.
Think long term. A base needs to be built up from the start. A base that wants to receive your information. Short term gains attained by Spamming a base result in long term losses.
Incorporate mobile into all marketing strategies from the start. Integrate it into traditional marketing campaigns as well.
Mobile is the most measurable medium. Use the live tracking to experiment and see what works and what doesn’t.
MMS and mobile websites (mobsites) work in tandem. The mobisite provides the ability for more in-depth information, but the MMS gives the push factor.
Always incentivise. Giving people a reason to respond and to returning is key to growing a base.
Always include a reason to pull in other people. Incentives for drawing other people into the base are vital.
Mobile is interactive. Get the base to talk back to you and show that you’re listening to what they say.
Mobile is a work around for emails that get blocked by many companies and it’s a cost saver. Look into MMS statements and mobile communication instead of printed brochures.
Communicate regularly. Mobile marketing requires a steady flow of communication to build momentum. Ad hoc campaigns are far less effective.
Have you been seeing a lot of RSS, Twitter and LinkedIn post traffic referencing QR Codes? Have you wondered what they are? And more importantly, are you wondering how to use them?
Well for what they are, here is a great link that was shared by Ashley White AKA BeaumontCVB that is a great QR primer. And I've written about QR in the past, especially how to use QR markers to make Tourism Print advertising work harder for your brand.
But what I wanted to talk to you about today was the part I fear that most brands don't think about -- what is the content behind the code going to look like? And should that content quality vary by usage occassion?
As you may know, QR codes can be linked to all kinds of content/actions. You can have a scanned QR code allow for the sending of a Text Message, or have it pre-populate an SMS message, or pre-dial a phone number. These are all great instanct connection applications for QR codes. But what I think gets marketers (and I'll confess, me too) most excited is the ability to have a QR code connect to other data, media or information via a pre-programmed URL.
But the question becomes, what should I connect my QR too? I've had more than a few folks ask that today (might have something to do with the fact I included QR in a presentation yesterday) so I thought I'd share my thoughts with you in hopes of helping you to think through usage of QR and maybe you'll share a few of your thoughts with me too. Deal? Ok... so here we go.
Using QR Codes in Your Advertising When using QR in advertising, one of the most interesting options is to link to video. Now a print ad can become a video ad and video, due to the ability to include sight, sound and motion is traditionally a far better medium to generate emotion. Additionally, if your product is best demonstrated live, then an ad that can link directly (in real time) to a video I can play on my mobile phone is a total home run. For destination marketers, CVBs, etc., the ability to link a print ad to live TRACKABLE video of their destination to a print ad is marketing gold. Yes, QR Codes are trackable, just like dedicated 1-800's.
While you can simply shoot a video with a little Flip cam, I think there are a few arguments against using that video as the one you link to from a professional advertisement. If you talk to really smart video folks, they'll tell you that lighting and audio are key to making great video. The Flip doesn't have the best of audio unless you're in highly controlled environments. If you're exposed to wind or in a loud public space, the lack of a remote or directional mic will render your audio very difficult to hear. On the flip side (pun intended) the newer HD Flips actually shoot pretty darn good video IF you have taken the time to have decent lighting. But like most point and shoot video cams, they perform poorly in poor lighting because you can't do anything to adjust the video recording settings...things like slowing down the frame rate for instance can greatly improve low light level video performance.
Another place to consider making a bit of an investment is in the editing of your videos. There is an art to editing and taking a few extra minutes of time can turn an ordinary video into something far more compelling. Just the addition of a great soundtrack can significantly improve or negate good video. The addition of cut shots or title cards to call attention to key items from the audio can also take an ordinary video and make it far more powerful. But to do these things you'll need to really learn how to use today's quite powerful desktop video editing tools. And if you don't have the time, this is one place that you may want to consider paying a professional to do it for you.
In Market Use of QR Codes The second place you may make use of video and QR codes is "in market." I think this has really incredible ramifications for tourism marketers, museums, libraries and book stores for instance.
Here again, QR codes can link to all kinds of text, audio and video files that can create a richer user experience. If you're a bookstore or library, you might have a QR code link to an audio or video file of the author doing a reading from select passages of the book or even to videos of consumers providing reviews of the book.
Museums and tourism destinations can imerse a traveler/user into a deeper brand experience with what they are looking at right now. If I see an object in a museum, I can scan the QR code to get a deeper, richer audio/video explanation of the history of that object. It gives you the ability to attach a personal story to every object I as a consumer come into contact with on my journey. I'm sure you could also probably create (if there isn't one) a way to produce a running track of the QR codes I scanned (coupled with a picture of the object/place I was at when I scanned it) and give me a way to relive my travel/visit at a later date. Sort of a real-time scrapbook if you will.
Now here, because of the volume of video or audio files you'll need to create, I think it is very acceptable to use items like Flip cams to record narrations or other such files. Here the consumer/visitor is in the space now or in your market now and the purpose of the QR code is less about marketing and more about going deeper and gaining more information than is presently in front of me as the consumer. So a slight drop off in the quality doesn't seem to be something I as a consumer would mind as much. You? Would you mind it as much?
You'll have to forgive me if my thoughts here aren't completely jelled. Like you, I'm still thinking through QR Codes and how best to use them. More importantly, I'm still thinking through the backend of QR Codes, the content that the QR Code links to.... and wondering exactly what is the optimal quality/cost point for the content those QR Codes link to. Care to share your thoughts? Love to hear where you're at and where you think you'll be going with QR Codes in the future.
Full-line automakers such as Toyota Motor Corp., General Motors Corp. and Ford Motor Co., possessing some of the largest marketing budgets in the world, are not new to emerging media. They often spend heavily in all media, including online, video and mobile. According to Advertising Age’s 100 Leading National Advertisers Spending Report 2007, the automotive sector led all categories in advertising spending, topping the charts at $19.80B last year. Automakers’ large budgets and continuous need for innovation in marketing give them both the means and the motivation to test and push new channels and tactics more aggressively than other verticals.
Automotive marketers are also not new to mobile marketing. Brands like Chevrolet, Ford, Jeep, Jaguar and Toyota are all investing in mobile-marketing strategies to create awareness, drive leads to dealers and/or enable “in-your-pocket” exploration and interaction with their products. SMS campaigns that include click2call, which enables consumers to call a dealer immediately, or click2locate, which asks consumers to enter their ZIP code to locate the closest dealer, are meeting with solid success for lead-gen purposes.
As smartphone penetration increases — smartphones make up nearly 6.5 percent of the U.S. market and 10 percent of the global market for mobile phones — and MMS usage becomes more widespread, the ability for consumers to use click2video to view advanced video experiences built for automotive marketers will also increase. Until then, auto marketers will continue to use mobile WAP sites to empower users to research and customize their cars and carry their preferences with them as they shop.
But what is new in mobile marketing is not the activity initiated by auto marketers; it is the growing use of mobile marketing by auto dealerships. Dealers are looking for more efficient and streamlined ways to communicate with prospects and improve the sales experience, and mobile holds promise, particularly for younger audiences.
A proposed mobile microsite for the 2008 Toyota Highlander Hybrid. Visitors would be able to view vehicle features, select a color and opt-in for email offers.
Companies such as Gumiyo, Nexteppe, OneCommand and Acuity Mobile have recently launched mobile platforms that enable mobile couponing and bi-directional communication and transactional capabilities between dealers and customers, streamlining the car-buying process for consumers and dealers alike.
According to Nexteppe, “dealers can use mobile marketing as part of an integrated campaign by displaying new and pre-owned inventory on a WAP site and using SMS for inventory. They can also issue updates, maintenance reminders and inform customers about promotions and financing deals….the response has been overwhelming.” This solution was recently tested in a New York Toyota dealership.
OneCommand’s OneConnect Mobile, which the company demonstrated at the National Automobile Dealers Convention in February, enables dealers to have real-time, two-way communication in a variety of ways:
Service Reminders: consumer alerts via text message to remind them of upcoming service appointments, etc.
On-the-lot marketing or SMS integration in print ads: customers visiting a lot after hours or those accessing print promotions can input a model code by SMS to automatically receive more information, including text description of vehicle, color, link to WAP brochure, etc. They can also request that information be sent to them via email, and choose to be contacted by a sales representative via phone.
Customer satisfaction surveys: automatic surveying of the sales experience via mobile.
Although these systems are just rolling out, there is much to be excited about in mobile marketing these days as the auto industry embraces mobile not just for branding purposes, but also as a mechanism for overhauling the dealer-consumer experience via real-time, mobile communication.
Toyota used mobile marketing to engage auto enthusiasts at the Los Angeles Auto Show, providing attendees information about specific vehicles right to their mobile devices.
The automaker tapped SpyderLynk to let consumers use their mobile phone camera to “snap and send” different Toyota SnapTags and get information about various vehicles featured at the show.
"We're constantly exploring innovative ways for Toyota customers to access vehicle information at their leisure," said Michael K. Nelson, interactive communications marketing manager at Toyota Motor Sales U.S.A. Inc., Torrance, CA.
SnapTag details SnapTag is SpyderLynk’s flagship image recognition product.SpyderLynk claims its SnapTags are the only logo-centric mobile activation tool in the marketplace today.
Brand logos featured on any type of packaging, advertising, signage or screens can be made interactive with SpyderLynk’s Code Ring technology.
Find a Toyota dealer
Consumers with smartphones or standard camera phones can snap and send a picture of a SnapTag to activate a multi-functional, multimedia interactive dialogue with brands.
SnapTags give Toyota a way to create an interactive and mobile dialogue with interested consumers, driving brand and product awareness, generating potential sales leads and providing information in an engaging way.
The SnapTags are featured on signage located at each vehicle – with each SnapTag showing the photo of a different vehicle in the center.
The Toyota snap and send
Educating consumers When consumers send in the Toyota SnapTag, they receive an SMS response featuring four links providing access to vehicle information, a vehicle brochure, the ability to obtain a cost quote and information about the Toyota Care program.
With the SMS in their inboxes, consumers have the opportunity to visit the message and information links repeatedly.
SpyderLynk SnapTags give Toyota the opportunity to engage consumers on smartphones and standard camera phones without the need to download specific 2D bar code readers or applications. Basically, Toyota can interact with anyone who has a camera phone.
Consumers go to the Los Angeles Auto Show to learn about new car models in what is the most auto-crazy state nationwide.
The Toyota SnapTag call to action at the show was “Learn more about this vehicle.” There are simple instructions about where consumers can send the photo of the SnapTag to receive vehicle information directly on their phones.
“SnapTags allow us to conveniently and effectively direct leads to dealerships, drive traffic to the Toyota mobile site and provide ebrochures and additional information to consumers directly on their mobile devices," Toyota’s Mr. Nelson said.
You can read countless articles on this topic.It’s a subject as polarizing as a sports border battle.There are plenty of examples of companies using mobile sites or apps exclusively, while others opt for both options.Which mobile strategy is the best route for the dealer?Mobile sites?Apps?Both?
First, let’s look at some current market data:
Do users prefer apps or mobile sites?
Percentages in available studies conflict, but the results show that some users prefer apps while others want a mobile site experience.A recent Adobe article points to 66% of mobile users preferring to surf via mobile browser rather than apps.[1]In contrast data published by Zoken last month points to app usage growing as compared to the mobile web.[2]In summary, some users opt for a mobile web experience when consuming information while others prefer an app experience.While it’s hard to nail down percentages, the takeaway is that there is a strong demand in both categories.
Do more mobile sites or apps exist?
TapTu’s fourth quarter report of the mobile web shows over 440k mobile sites now exist.[3]“Mobile site” in this context is defined as a touch friendly site, optimized for today’s touch screen mobile devices.The total number of apps for all mobile platforms exceeds 500k.[4]iPhone’s iOS claims over 250k apps, followed by Android recently cresting the 100k mark.[5]With more and more companies opting to create both a mobile website and a native app, look for these stats to increase in the near future.
Time spent within mobile sites vs. apps
While the browser on a mobile device used to account for 70-80% of total internet usage, apps have reduced that number in recent years to just over 50%. [6] In fact, studies are only able to track total browser usage, not just mobile site usage.As such, we are unable see a direct comparison.One stat has increased - time spent within apps.Think of this stat as the website equivalent “time on site” metric.This “stickiness” is aided by the fact that native apps are installed on devices, not just browsed.Having an icon installed on the user’s home page is a clear advantage and is a key reason apps hold an upper hand in this area.
Pros and Cons.Where apps shine and mobile sites excel.
Mobile Sites: As mobile sites have evolved over the years they have become excellent sources for quick information.Hours, directions, inventory, etc loads quickly and is easy to navigate on any mobile device.Mobile sites are cross platform compatible, allowing users on just about any touch screen mobile device to access information.
Pros:
Quick, easy access to information on the go
Cross platform compatible, no download needed
Apps: Apps have always been about experience first, information second.Typical app users expect a certain level of interaction and, in many cases, some level of entertainment value.Additionally, app users tend to spend significantly more time within an app vs a mobile site visit.Apps are installed on a device, creating a potential longer-term opt-in relationship channel.
Pros:
Interactive experience, unique user interface
Extended time-on-site metrics/user
App install = long-term relationship potential
The Combo.Mobile Sites within Apps.
Some of the most successful apps feature an interactive front end with drill-down access to additional information.Nike ID’s app draws the user in with an immersive app experience, then capitalizes on opportunity by offering the user the option to purchase.The Hyperlite app allows the user to browse wakeboards, bindings, and accessories in typical app fashion while utilizing Hyperlite’s existing mobile site to provide product details and purchase options.Some of the best app experiences engage, immerse, and then push the user to a call to action mechanism.
Pros:
Interactive app experience teamed with drill down access to additional specifics or information.
What about the dealer?
In summary, the industry battle of apps vs. the mobile web is far from over.Which option will dealers see the most success from?Dealers are reporting a rapid increase in mobile device traffic to their websites.In response, both apps and mobile sites are being created to capture visitors.I believe we’ll have a much clearer idea of dealer ROI in this arena within the next 9-12 months.
How are you implementing an app or mobile site with your dealership?What specific results are you experiencing?What’s your opinion on the future of mobile web and apps in the dealer market?
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.
Mobile apps are becoming more and more common in almost every way imaginable. People are turning to apps for entertainment, convenience, information (about a place, product, service, etc.) and much more. Apps have changed the way people shop for products, just the way the Internet and mobile websites have done before; the difference between all of these being convenience. Once again shopping has become simpler through the use of mobile apps.
But, could a mobile app be used to make any purchase, including big purchases such as houses or cars? Chances are the average person does not have an unlimited budget and usually does their research on a big purchase such as this, so they are going to want to see what it is they are buying in person instead of taking a risk of not liking it. However, an app that is used solely for information purposes to help gain knowledge on the product could guide a potential customer toward a sale. This is the type of app that would most likely be used for those big purchase items.
AutoMotionTV and GM have both recently released a dealer app that showcases the new vehicle line-up and gives information about the vehicles. GM’s app so far is only for the new Chevy line-up and AutoMotionTV’s has every major OEM available depending on what kind of dealership you are. Although very similar apps, the Chevy app is the same app that every Chevrolet dealership will show their customers. Where is the dealership logo? Where is the dealership inventory? It does not differentiate any dealership from another. There needs to be more in order for the dealership to benefit as well.
AutoMotionTV’s dealership app platform solves this very problem. As a dealership you get to use YOUR dealership logo, YOUR new model line-up, and YOUR inventory. The only thing that is ours is the app platform. Plus, since the “platform” is already created this cuts development costs to a fraction of typical app development and turnaround time is decreased by months. So not only do you get the benefit of having your very own customized dealership app specifically made for you, it's also fast and inexpensive.
For more information go to the AutoMotionTV website.
Please feel free to contact Kyle Rosengren at (612) 353-4125 with any questions you may have or to receive further information. Or email me at krosengren@automotion2.com
There are currently over 200,000 apps available in the iTunes App Store and that number doesn’t include apps for Android or Blackberry. With the explosion of mobile app technology is there anything that you can’t find an “app” for anymore? Are you at your favorite restaurant and want to find a coupon? There’s an app for that. Want to make a classy drink at a dinner party to impress some friends but can’t think of one to make? There’s an app for that. Want to find out who has the cheapest toilet paper for your kids because you're sick of them clogging the toilet with the good stuff? There’s an app for that too.
With this in mind, could this unlimited amount of choices be turning into App Overload for consumers, or is it just simply making life that much more convenient? Is the app market becoming too cluttered, or are more options better, leaving consumers with a wider array of choices? Is a “free” app better than a “paid” app? Are mobile apps just going to be a cell phone “fad”, or will it permanently change the way we use mobile devices in the same way texting did?
If you happen to decide as a company to go ahead and build an app, the most important question of all is left... What kind of app do we build? Should it be used as a pre-sales tool to lure customers in, a post-sale app to increase retention/repeat customers, an “exclusive members” app, or an entertainment app for customers to enjoy while also increasing brand recognition? It could even be a hybrid of any of these. Is there one that works best or are each of them effective in their own way depending on the industry?
All of these questions are relevant and need to be addressed when considering the creation of your very own app.
Please feel free to contact Kyle Rosengren at (612) 353-4125 with any questions you may have or to receive further information. Or email me at krosengren@automotion2.com
The 9th Digital Dealer Conference and Exposition is nearing fast. The conference is less than a week away starting Tuesday, October 12 through Thursday, October 14. Will you be in attendance? There is plenty of excitement here at AutoMotionTV surrounding our attendance at Digital Dealer.
AutoMotionTV will not only be attending the Digital Dealer Conference but will also be sponsoring BOTH networking sessions. The first session will be held on Tuesday, and the second on Thursday. If you plan on joining us in Vegas, make sure to find us so you are able to check out our new Dealer App we will have on display.
The AutoMotionTV booth will have multiple stations set allowing you to interact with an example of our new Dealer App. Get engaged with pics, videos, and 360 spins of each vehicle model right at your fingertips. Imagine the Dealer App with your dealership’s logo and inventory line in place of Weber Chevrolet’s.
If you’re not able to attend Digital Dealer, no problem. Although it won’t be the same as viewing the app in Vegas, you can still download the Weber Chevrolet App in the iTunes store for FREE at: Weber Chevrolet App
Come take our Dealer App for a spin (literally) at the 9th Digital Dealer Conference and Expo happening October 12th-14th in Las Vegas. We hope to see you there!
With all of the current technology now at our fingertips can you afford not to take advantage of it? Dealerships looking to increase sales should look into creating (or having one created for them) their very own dealership app. Now more than ever people are using iPhones and Smart Phones to do their shopping; why should shopping for cars be any less convenient? Chevrolet has recently released their Chevrolet Showroom app where consumers can download the app, search and then locate the vehicle they are interested in. However, not all apps need to be this integrated, but what better way to brand and market your dealership than by having your very own iPhone app personalized for your dealership?
At AutoMotion we can create such an app as this. Since it will be customized to your very own dealership the customer does not need to locate the vehicle because it will be at YOUR DEALERSHIP! We will customize the app with your dealership logo in the background. As the customer searches through the app they can view all the current new production models of the manufacturers that you carry. It will then link them directly into the dealerships mobile internet site where they can pan through inventory and also find contact information for the dealership. Sales teams can use this as a mobile brochure to show customers out on the lot or the customer can download it from the comfort of their own home. Do you want your dealership to be left behind with the new virtual and mobile marketing trends?
New technology revolutionizes mobile-shopping experience for new-car buyers
MINNEAPOLIS, MN- (May 5, 2010) – AutoMotionTV, a leading provider of video technology solutions, today unveiled a new interactive marketing application (app) for Apple’s mobile devices. This innovative app creation tool provides a fast, cost-effective platform for automotive dealerships to establish a presence with mobile-device users.
Increasingly, dealers are seeking a way to establish a presence in the rapidly expanding mobile device market. However, mobile development costs, unpredictable timelines, and rigorous approval processes have hindered dealerships from creating their own mobile applications. Now AutoMotionTV’s media-based content publishing platform allows the creation and delivery of custom-built mobile apps. Vehicle videos, pictures, 360-spins and real-time dealer inventory create an immersive, interactive, customized user experience.
“Our new technology allows customers to interact with vehicle media in the palm of their hands,” explains AutoMotionTV president, Ben Anderson. “With the ability to touch, spin, and interact with the content, we have created an entirely new way for consumers to immerse themselves in a dealer’s inventory.”
AutoMotionTV’s turnkey solution allows mobile app creation within days, includes end-to-end support, and features a flat rate cost structure. In addition, the dynamic architecture of the system lets dealerships update product media in real-time, allowing them to simply push the new content to users, without having to re-develop or update the app.
A private AutoMotionTV product launch event took place on April 28th in Minneapolis. Company president, Ben Anderson, presented a keynote address to a host of manufacturers and national agency representatives. A webcast of the event can be found on the company’s website, at Go.AutoMotionTV.com.
About AutoMotionTV AutoMotionTV's platform is designed from the ground up to help automotive dealerships establish a presence in the mobile App market. From content creation to delivery and reporting, AutoMotionTV simplifies mobile development. The company's iPad, iPhone app is an ideal fit for dealerships seeking a fixed price solution that delivers a relevant experience to mobile users.
