Ask the Coach: Mobile Term Training Camp

Hi everyone, Coach Jack here!  Cars.com’s dealer partners are off to a great start when it comes to winning with mobile, but some of the top questions I get are about all of the various mobile terms out there, as well as what they mean for dealerships.  Let’s take a look.

Q.   There are so many mobile terms – what do they all mean?

A.   It’s a bit like alphabet soup, isn’t it?  Here’s a quick rundown of the most common terms:

Mobile Website or WAP Website: a website that has been streamlined and formatted to be viewed on a mobile device.  With about 60% of mobile car shoppers using their devices right on the dealer lot, it’s important to make it as easy as possible to research your inventory, read reviews about your dealership and access pricing information.

WAP: Wireless Application Protocol is the common standard followed by developers, mobile device manufacturers, telecommunications providers and others in the interactive data service business.  Basically, it ensures everyone is speaking the same language.

SMS: Short Message Service, more commonly known as a text message.

MMS: Multimedia Messaging Service, or a text message that also includes multimedia such as images, audio or video.

Click-to-Call: a link within a mobile website or app that initiates a phone call when clicked by the user.  Click-to-call is one of the easiest ways for customers to contact you.

  • Tip: For better local search visibility, use numbers that have local area codes rather than toll-free numbers.

QR Code: a QR Code, or Quick Response Code, is a type of barcode that mobile users can scan to quickly access additional information.  There are a number of free resources for creating QR Codes, including bit.ly, Google URL Shortener and ScanLife.

  • Tip: Make sure you’re using QR codes correctly by sending users to a landing page that is optimized for mobile and makes sense in context.  For example, if your QR code is on a window sticker, make sure your QR code directs the customer to a mobile-optimized landing page that provides more information about the vehicle rather than simply sending them to your homepage.

LBS: Location-Based Services use a device’s GPS location or nearby cell towers to customize the information a user receives on their device, such as search results and advertising.

Push Notifications: Messages sent to a user’s mobile device via text or app, representing an easy way to let a service customer know their vehicle is ready, for example.

For more tips on scoring big with the mobile shopper, check out my video at WinIt2011.com, and don’t forget to enter for your chance to win an iPad 2!

 

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