According to the Movable Ink, as of April, 2014, 47.2% of all emails are read on a smartphone and 18.5% are read on a tablet. In other words, about 66% of emails are read on a mobile device. What this means for car dealers is quite simple. The email you just sent was probably not viewed on a desktop or laptop – it was probably read on a mobile device. Here are a few best practices I’ve learned from working with different dealers that can help you reach your mobile email customers.
By Joe Tarell- Performance Improvement Consultant
For many consumers, the mystery is gone from the car sales transaction. The Internet has leveled the playing field for negotiating car deals while dealers and car salespeople find it increasingly difficult to hold gross on a car deal. In the last article of the series , we noted that the NADA says the current net profit on a new car sale is down to $69 from $111 in 2012. While this is alarmingly low to those who don’t follow the industry, many new car departments were losing money in 2009 and 2010 during the recession.
By Rob Campbell - Performance Improvement Consultant
In 1996, I helped design and build the first website for my father’s GM dealership. The “interweb” was in its infancy and most car dealership didn’t even have dial-up Internet service, let alone a website. I’ll be honest, we had no idea what we should build, and thinking proactively about how customers would interact with what we built never even crossed our minds.
By Colleen Harris- SEO Specialist
Our exclusive SEO reporting continues to show organic traffic, Hours and Directions visits, e-mail leads and VIN views for a site, but now gives year over year comparisons on these metrics, broken down to the page level. What we’ve added to our reporting is a first in the automotive industry – full integration of Google Webmaster Tools data. Not only is keyword data back, we’ve also categorized these keywords into industry groupings – make, model, service, parts, used, new, location, dealer, vehicle, and finance.
Generation Y- the proclaimed ‘Me Generation’ – is portrayed as a disengaged consumer base, highly uninterested in the automotive world. As a Gen Y’er living in Detroit, The Motor City, I beg to differ. We are interested in cars. We are interested in owning cars but when it comes to buying one, our interest level withers. The immediate scapegoat for this behavior is high cost, but new studies refute this claim. J.D Power studies have shown that Gen Y buyers have increased in market share at the greatest rate among all new-vehicle buyers.
Many of the dealers I work with suffer from a similar urge when it comes to managing their dealership marketing budget. Their impulse is to move money around, cut spending or even change vendors— sometimes on little more than an urge. I admit, sometimes it can be a tough itch to ignore. How many of you are using a bot or a spreadsheet and looking at analytics from multiple vendors who all want credit for every sale you make? It can get frustrating. But before you resort to any drastic measures, there’s a way you can become master of your dealership domain and lord of your marketing manor.