“One in three shoppers, that used their mobile devices as part of the purchase process, located or called a dealer from their mobile device.”— Automotive Shopper Path to Purchase
In addition to highlighting the role that mobile search has on consumer decisions, this stat supports the part that phone calls play in the car-buying process.
The ability to track the channels that are driving traffic to your website AND producing phone calls is beyond valuable.
An advanced call tracking platform will not only tell where to focus your ad spend to optimize your ROI, it will also provide a goldmine of data about the calls that are coming in to your dealership.
This is not something that you can afford to overlook. More searches are currently taking place on mobile devices than their desktop counterparts — which translates to more calls.
Many marketers still fail to attribute phone calls. It is a glaring hole in their quest to prove marketing ROI.
This is particularly stunning when you consider that phone calls are widely considered to be the highest quality business lead source. In fact, BIA/Kelsey reports that 64% of businesses say phone calls are the best leads they receive.
Not only are mobile phones used to find and call dealerships; they are also a part of the in-person sales process.
According to a study by Placed Inc., 63% of car shoppers used their phone while they were at the dealership. And people that used their mobile phones while they were shopping for cars were 72% more likely to visit an additional dealership than those that were not using a mobile phone.
Mobile devices make it possible for your competitors to steal the business right off of your lot.
Making mobile a cornerstone of your marketing strategy is no longer an option but a necessity.
Call tracking allows marketers, business owners and agencies to uncover marketing blind spots and understand—perhaps for the first time—which keywords, ads, channels and marketing activities are producing phone calls.
Call tracking makes it possible to fully optimize your marketing process and ultimately increase ROI.
When you can clearly see the path that your customers are taking to engage with your business, you can focus your marketing strategy and ad spend to produce incredible results.
With call tracking, you will be able to distinguish the specific channels and strategies that are profitable from those that are not. Whether your customers are finding you through paid and organic search, social media or even offline marketing tactics, you can tailor your approach to produce the ideal outcome.
The ability to target prospects with sharp precision will enhance your capacity to guide them down the marketing funnel that leads straight to your dealership.
When car shoppers are using their mobile phones to research competitive offers – while they are standing on your lot – your strategically placed ads will send them right into your showroom doors.