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In response to some comments I've received on a prior post, Why Automotive Mobile Marketing is So Important [Infographic], I plan to focus my next series of posts on the specific issues and challenges confronting practitioners of automotive mobile marketing. This is the first installment.
When compared with a more “everyday” category such as Restaurants, mobile users spend less than half as much time interacting with Automotive content on a monthly basis.
Because Automotive-specific mobile interaction is limited, marketers have a unique opportunity to influence mobile users not only during the narrow window when they need and are looking for Auto content, but also throughout the course of their more “everyday” mobile interactions.
To do this well, Automotive marketers need to target and reach mobile users passively through categories that reach them on a more frequent basis such as news, personal finance or entertainment. By generating awareness in other key mobile content categories, Auto marketers can ensure their brands and messaging are top of mind when consumer Auto needs arise. Note: these recommendations apply for branding and awareness. For conversion, different tactics can be applied and will be covered in future posts.
Source: Nielsen / Telemetrics, Nov. 2012