SoLoMo Auto

SoLoMo is an acronym for Social, Local/Location-Based and Mobile marketing. It will allow auto dealership to be very specific in reaching their targeted customers, with the right message, in the right time and place with impact Auto dealerships who approach today’s SoLoMo marketing and embrace the SoLoMo marketing mindset will be stepping into a tremendous opportunity to increase sales and improve upon customer loyalty. Today’s technology is at a point where we can monitor consumer behavior and their actions at the point of sale.

What is SoLoMo?… Here are the three aspects of SoLoMo – social, local and mobile.

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Social: Third Party Information with Brands

soConsumers of automotive brands and the primary source of information for what they are looking for from these brands; today they are more likely to consult third party resources and others in their social networks. These common social activities range from: seeking advice, reading or writing reviews, or sharing experiences via a social network.

Certainly the best sales, reviews, and referrals come from customers discussing items with other potential customers.

Local: Consumers get Social Where They Are

lo25% of consumers use mobile or location based services. The proportion of smartphone owners using location-based services has grown almost 35% in less than a year to 74% in February of 2012 (source: Pew).
There are many local platforms like Foursquare, Yelp, etc., however do not under estimate your own app’s ability to reach automotive consumers through geo targeting and push messages.

Nearly 40% of smartphone owners were open to receive promotional messages via text when the messages were based on their location (source: Consumer Perceptions of Mobile Marketing for Strongmail). This statistic reveals what an opportunity local marketing can be; local relevancy heightens consumer interest in receiving messages right where they are, quite the opposite to consumer reaction to unwanted email/junk-mail.

Mobile: Today’s Consumer is Largely Defined by Their Smart Phones

moToday’s automotive consumers use some form of communication device, be it desktop to smart phones to research or directly contact brands they’re considering to buy from, especially when buying a car, new or used.

Over 80% of smartphone owners typically have their phones with them when they are in any place of business (source: Vibes Mobile Consumer Report). Mobile devices are a research tool that consumers use on hand to validate or investigate all of their consumer purchasing questions and concerns. Armed with this device, we now have a generation of well informed and willing to purchase consumers and networks that support and encourage their research and the sharing of this information.

Local: Consumers get Social Where They Are

25% of consumers use mobile or location based services. The proportion of smartphone owners using location-based services has grown almost 35% in less than a year to 74% in February of 2012 (source: Pew).

There are many local platforms like Foursquare, Yelp, etc., however do not under estimate your own app’s ability to reach automotive consumers through geo targeting and push messages.

Nearly 40% of smartphone owners were open to receive promotional messages via text when the messages were based on their location (source: Consumer Perceptions of Mobile Marketing for Strongmail). This statistic reveals what an opportunity local marketing can be; local relevancy heightens consumer interest in receiving messages right where they are, quite the opposite to consumer reaction to unwanted email/junk-mail.

New Marketing Landscape

Consumers’ seamless move between channels and platforms which makes it incumbent on auto dealers to have an integrated strategy. Someone can check-in to a store using a location based app like Foursquare, redeem an offer, share a comment on that platform, then immediately post to their Facebook wall or other platform, all the while referencing the retailer’s Facebook page.

A SoLoMo Mindset Is Required

Now more than ever auto dealerships must put themselves in the customers “shoes” and identify where the customer experience isn’t up to par. This requires embracing a growth mindset. In today’s market you must be curious, ask questions, and thoroughly consider each step of the buying experience.

If you listen to the conversations taking place in this new space you will find that there is no “one size fits all” solution; implementing solutions in this land of opportunity will require experimentation.

Of course, the critical goal is still selling cars in a way that creates loyal consumers who will ultimately come back to your dealership and tell others too… in large part because of the stellar customer experience you’ve provided.

SoLoMo Opportunity

A successful SoLoMo strategy benefits auto dealers, not only by increasing business, but by transforming consumer behaviors. When SoLoMo campaigns are successful, consumer engagement with the brand increases. Consumers must feel connected to the brand to become loyal brand advocates. Through word-of-mouth sharing, consumers can build a brand. When consumers know that they have a voice, consumers and businesses benefit from this collaboration, co-creation and innovation, which turns into a win-win.

The time is now for you to embrace SoLoMo Marketing