Auto Dealers Coming Up to Speed on Mobile Strategies

Are your local auto dealers doing enough in the digital space? Earlier this week, I highlighted a LotLinx study that explained how dealers could make better use of their online search budgets by using a deep linking Car driving fast in tunnelstrategy. Now, the folks at FordDirect are releasing the Automotive Digital Advertising Survey which shows a strong connection between digital marketing and vehicle sales.

Stacey Coopes, chief executive officer, for FordDirect, says  “the results of this study support the need to increase focus on digital and social media advertising because of its market potential." Specifically, the study shows that up to 60% of consumers who view an online ad go on to contact the dealer and then purchase a car or truck.

The FordDirect report contacted 1,100 consumers who own vehicles and discussed attitudes about social and mobile marketing. Their findings can help dealers improve their digital targeting. Not surprisingly, it is the Millennial generation that looks for dealer promotions in the digital and social space, far more than the Gen X or Baby Boomer consumers. Regardless of age, at least 40% of consumers report using their mobile devices to check out a dealership. And, over half (54%) want to find deals or promotions. Here’s a key detail from this study: 46% of these consumers are clicking on the mobile ad presented by the dealer.

With so consumers showing interest in mobile ads, dealers can’t afford to wait any longer. They need to roll out mobile-​optimized campaigns that speak to these shoppers.

To learn more about prospective buyers of a specific automotive brand, check out the Automotive AudienceSCAN report available on the Research Store at ad​-ology​.com.

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.