Consumer search is shifting to mobile faster than most are prepared for. Our mobile and tablet devices have become the primary search tool for all of our consumer goods needs and it’s impacting the way many companies think about how they interact with consumers.
At mobile Marketer’s Mobile FirstLook: Strategy 2013 conference, Scot Cottick, senior manager of interactive marketing at Nissan spoke about how the firm is engaging and capitalizing on the consumer shift to mobile. The topic of the session was “Nissan: How a leading automaker strives for mobile relevance with the tech-savvy consumer” during which he talked about the strong role mobile web plays in the brands strategy given how their consumers use the web as a research tool.
The strength of their mobile web presence can be seen by the fact that 20 percent of all the company’s digital sales leads and 15 percent of their total web traffic comes from mobile.
Ultimately Nissan’s goal is to drive consumer traffic to dealerships where users can test cars, but their mobile engagement strategy doesn’t stop there. Nissan uses QR codes on vehicles in their lots which allow users to scan and instantly get detailed information about the car they’re looking at. It was noted that their engagement spikes on weekends when consumers are most likely to be car shopping.
The model strategy Nissan is employing is not only straight forward in its consumer engagement tactics, but one which could easily translate from automobiles to homes.
This is what consumers are using and how they are interacting. Consumers are accessing the web from their device, doing research and as such, having a mobile web presence to promote your products is a must; big or small (as seen with cars). Allowing consumers to research homes for sale near them or in the market in which they are interested will only serve to drive traffic and engagement to your brand or directly to the home for sale in the market.
Once in the market, utilizing QR codes and text codes to engage consumers, provide them with the specific details about the property which they are in front, in similar fashion to how Nissan provides info about the cars on their lot, will ensure the consumer has the information they need to make an informed decision as well as the ability to quickly and efficiently interact with your brand and your agents. If done right, mobile could account for 20 percent of your digital leads today as it does for Nissan and more tomorrow.
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