Automotive Marketing Professional Community for Car Dealers, OEM and Suppliers
Google estimates by the end of 2013, 39% of automotive related searches will be from mobile devices. With this in mind, isn't it time to create new logic in CRM systems to identify the device a customer used to submit a lead and to respond them via email based on their device type.
Would you agree that if the consumer has submitted a lead from an iPhone, their ability (or interest) in reading a five paragraph detailed email with PDF attachments, images, etc. is much less when compared to viewing the same "loaded" email from a desktop device?
Would we be better off sending an email formatted specifically to address a smaller screen size?
A recent conference keynote presentation on mobile marketing asked attendees to compare the website experience on http://www.southwest.comfrom a desktop device with the mobile experience, shown below:
It is clear that someone inside of Southwest decided which were the TOP tasks that consumers wanted to execute while on the mobile site. The navigation was significantly reduced for mobile users. This simple mobile menu of choices and links makes the consumer experience very efficient on a small mobile screen.
With this mind, shouldn't our first response emails be optimized for mobile devices and provide links to additional information that can be found the dealer's MOBILE site? If the consumer gets an email minutes after lead submission, we can assume that the first email should be presented in a mobile readable format.
Most email responses have linked to pages on the dealer's desktop site. In many cases, the pages referenced in the email WILL NOT display on a mobile device because the page is not on the mobile site!
Do all emails have to stay mobile formatted? No, but the first one or two might be best formatted for the device of choice used for the initial lead.
The CRM process tree would then decide to send an email response formatted with answers to their inquiry and links to the mobile site for more information. Makes sense, correct?
Those links could send consumers to mobile optimized online videos, trade-in estimators, financing applications, etc. Dealers know the top five main "clicks" on their website so why don't we simplify our mobile email responses to create links to their mobile equivalent.
The first companies that provide this type of granularity on CRM workflows will surely be giving mobile consumers a better first response and communication experience. Will a better communication experience help dealers sell more cars to consumers that use their mobile device as their primary research tool? I think so!
The three links at the bottom of this mobile formatted email would give the consumer a mobile formatted experience on every click. Dealers can play with additional link choices, and track the utilization of mobile optimized emails using free services like Bit.ly.
Is it time to push our CRM and website vendors into creating a better mobile first response?
Brian Pasch, CEO