Mobile Moves Metal
We may be heading into the second quarter of 2017, but we are still talking about how this is the year of mobile. On March 22, 2017, we were fortunate enough to attend Facebook’s first ever Auto Summit in Toronto where mobile was definitely at the top of all conversations.
The year of mobile has been going on since 2014, but it is still relevant as consumers’ buying habits continue to evolve. I remember a time when I wouldn’t dare to shop online, out of the fear that whatever I ordered wouldn’t be as good in actuality as it seemed on the website. Now, looking at this past Christmas season, I did 95% of my shopping online from my phone, and had it delivered straight to my desk. Talk about convenience!
Looking at the Canadian automotive industry specifically, the most recent survey done found that 74% of shoppers used a mobile device during some point of their purchasing journey. This just goes to prove that ‘the year of mobile’ is still a reality, and one that you as a car dealer need to take seriously if you want to win the online-sales game. And I’m not just talking about having a mobile-friendly and responsive website design – that should be a no-brainer at this point – I’m talking about being present throughout the entire online-buying journey and providing optimized ads and content that relates to your potential customers.
Evolving the mobile-first game is something Facebook continues to excel at. They have developed a number of ad formats for greater impact throughout the purchase journey, with new releases coming soon, all of which have been completely optimized for mobile. As Instagram continues to grow, a lot of these ad formats are moving over to this platform as well, including the ability to have ads in Instagram stories and having carousel and lead ads right in the Instagram feed.
If Facebook and Instagram are the new digital newspapers and our thumb is the new remote control, how are you going to stand out and capture someone’s interest when they are essentially seeing a new screen every three seconds? This is where Facebook’s Creative Team’s mantra comes into play: design for mobile, build for people, and play more. Optimizing your content for Facebook is essential. This can be as simple as resizing an image to the appropriate ratio, or as complex as creating a new video asset to highlight your why-buys at the beginning as opposed to the end of the clip. When creating assets for Facebook, you need to think of them as people, not users. People have individual interests and needs that can be capitalized on. This is where you can start to have fun with your ads. Something that appeals to Mary, who is 38 with two kids and likes yoga, may not necessarily gain the attention of Thomas, who is 25 and likes to spend his weekends driving to the mountains; so don’t try to blanket them with the exact same message.
The main takeaway is that you can’t just be semi-present by only putting one foot in to test the waters. You need to think outside the box, put your money where your mouth is, create thumb-stopping creative, and measure your success. With over 18 million daily active users across Canada on Facebook, and one in every four minutes on mobile being spent on Facebook and Instagram, there is so much potential to differentiate yourself from the competition on these still underutilized advertising platforms. At the end of the day, don’t get stuck in social jail thinking that Facebook and Instagram are just about generating likes and shares. These platforms are here to help you generate leads! If you’re not sure where to start, give the Strathcom Media team a call.