Today the Information Week website posted an article by Eric Zeman that shared a statement by Andy Rubin, SVP of mobile and digital content for Google, stating that today over 850,000 Android devices are activated PER DAY.
This is up from 550,000 activations a day just 4 months ago. The pace at which Google Android devices are being activated is breathtaking.
Each Android device activation comes with a Gmail account. Please keep this in mind as you read this article.
So what does this mean for car dealers? The immediate action items are numerous. The number of opportunities even greater, but let me share three strategies publicly.
First, it means you need to check your Google Analytics reports to confirm the percentage of visitors to your website that are using mobile devices. You may be surprised, but that number should now be over 20% of total website traffic. The action item here is to make sure that your mobile website does not suck.
Please test your website from a mobile device and see if the mobile experience is excellent. If you don’t have a mobile website, stop reading this article and get on the phone with a reputable vendor. (Check the 2011 Automotive Website Awards for suggestions.)
If you are not showing up on mobile devices in the paid search areas, you are missing a great opportunity. Snooze you lose on this one.
Take a look at the example on the right. I’m using an iPhone in New Jersey to look for a Ford Dealer. There are TWO paid spots at the top of search results. The field is very narrow.
Bravo to Franklin Ford for being in the game but they missed a big opportunity. They DID NOT use a mobile ad format that allowed a “click to call” as an action from the ad. Mobile ads format should be tested to include click to call features.
Take a minute to conduct a search on your smart phone. Does your dealership show up in mobile PPC?
Those customers are very valuable to both your online CSI score and your local search optimization strategy.
Consumers that have a Gmail account can post a review on Google Places which appears EVERY time a consumer searches for your dealership name. Consumers with a Gmail account can click the “+1″ button on your website pages. These same consumers can also join your Google+ social community which can greatly influence their local search results.
Googlized consumers are an increasingly IMPORTANT part of a strong search marketing strategy. If you don’t understand why these consumers are so valuable to your digital marketing strategy, give me a call.
The significant increase in mobile traffic combined with the exponential increase in devices that are associated with Google Gmail accounts should trigger alarm bells with dealers. Do you have a marketing strategy that includes mobile shoppers? Do you have a “Google” and “Google Mobile” strategy?
It’s not too late to engage but there is no excuse to delay any longer. Need Help? Just Call.
Brian Pasch, CEO
PCG Digital Marketing
732.450.8200 ext 1
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