Despite mobile being traditionally associated with advertising and selling lower value items such as consumer electronics or concert tickets, mobile is experiencing a revolution. Higher value item vendors, such as Ford, are enjoying a substantial ROI from mobile campaigns. Clash Group's CEO, Simon Wajcenberg explains.
In the first quarter of 2012, Ford announced they had sold a staggering 11,000 cars purely through mobile advertising. Admittedly, this figure is relatively low when considering the amount of cars that Ford had sold through television advertising, for example. However it is still a figure that reinforces the widely held notion in the industry that mobile advertising can be used for selling high-value items, and not just $5-$10 impulse purchases.
With Gartner predicting 448million mobile transaction users by 2016, mobile is continually being utilized by brands and advertisers as a ready made point of transaction.
From awareness to purchase
Mobile advertising differs from traditional advertising media such as television, radio and print because it offers an intimate personalized campaign, allowing advertisers to reach into users personal details such as location, interests and gender. Ford advertisers took advantage of mobile by specifically targeting men through advertising on mobile sports websites such as ESPN.
Imagine purchasing a Ford, or any other new car for that matter, the traditional way. You'd see an advert for a car you like on TV, do some research on the Internet and see if the car would be a good fit for you, and then perhaps phone the dealer and arrange a test drive. If you like the car, maybe you'll purchase the item there and then.
This traditional process requires at least 3 media and communication devices: TV, Internet and phone. The research process can be consolidated into just one, a smartphone, and suddenly buying a high-value item isn't so complicated. In fact, it’s quite straightforward.
Research has shown that the majority of car buyers research vehicles between 7pm and 11pm, outside normal opening hours for dealerships.
You see the ad on your phone, research the models - some smartphone applications give access to updated, here-and-now values and incentives which is more advantageous than simply looking it up online on your computer since the app can provide the most current prices and ratings. Knowing the latest actual price can keep you from overspending, as well as prevent you from being taken advantage of by dealers. Armed with this information at your fingertips, you can then locate a reputable car dealership nearby - your mobile app will even provide you with navigation and directions. Oh yes, you can research finance and insurance options before you visit the dealer to have your test drive – and buy.
And as you drive out of the dealership, your mobile app will help you locate the most reasonably-priced gas stations within your area, as well as provide directions.
It's clear that consumers buying habits are changing and the mobile web can play a powerful role in attracting potential customers back to car showrooms and dealerships – as Ford is finding out.
For more information please contact:
Edward Fox, IBA – PR for Clash Group