Professional Community for Car Dealers, Marketing, Advertising and Sales Leaders
Ben: Hi and welcome again to another segment on mobile marketing and the dealer. This week Ralph Paglia is kind enough to join us. Ralph is the Vice President of Digital for Tier 10 Marketing with offices in Washington D.C. as well as Miami, Florida. Ralph thanks for taking a minute of your time today.
Ralph: You’re very welcome.
Ben: Jumping right into it my first question is always the same. In a broad sense what have you experienced with mobile marketing and the dealership realm?
Ralph: I’m going to suggest that where it’s really taking hold is on the reporting metrics for specifically let’s talk Tier 3 because we’re Tier 1, Tier 2, Tier 3. At Tier 3, the dealer level, what happened is starting a few years ago as the rising popularity of smart phones started to really take off we started noticing our metrics reporting platforms that more and more visitors to the dealership websites were occurring from mobile handsets. And then there’s a whole other aspects when you’re talking about mobile marketing and that is the alternative channels for communication. So traditionally we’ve had obviously the walk-in customer, the customers we talked to on the phone, then of course the big movement to internet inquiries or leads in the email processes going back in fort worth and then what with mobile what’s happened is a really surging level of communication on what most people call texting within the industry referred to as SMS or short message service but, texting. So as time has what’s happened over the last few years is dealerships CRM tools and applications have incorporated SMS capabilities in their tool sets allowing dealers from a single console manage phone calls, emails, SMS texting messages. Combining that with the rise in popularity of the mobile formatted websites that people can visit dealership websites by mobile and then let’s throw in a little spice in the form of QR Codes and other mobile smartphone scanning device type technologies and we have this really large-scale new channel which is growing very rapidly and really taking becoming very prominent within the auto industry.
Ben: Let’s take it a step further you mentioned it going at a rapid pace specifically what metrics or what results specifically at the dealer level have you seen with website traffic and mobile-based devices? You hit it in the first question, but extend it a little bit.