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Digital Marketing Conference: Mobiles, apps and tablets

Craig Stevens, group director of digital marketing services, Trader Media Group

The automotive retail market has changed dramatically and dealers should make sure their marketing mix reflects how consumers are interacting with
their brand.

Stevens explained that consumer expectations when visiting a website vary dramatically when using a mobile device or a desktop.

When using a desktop, consumers are looking for speed, quality of the dealer’s stock locator, accuracy of information and quality images.

On smartphones, consumers want content to be fast loading, easy to read and straightforward to navigate.

Mobile visits to dealer websites are increasing, with stats showing 20% of dealer website visits coming from customers browsing on the move.

What’s driving it? Virtually every electronic device can access the internet and this is enabling consumers.

3G and free wi-fi is increasingly available too, which is helping consumers get online wherever they are.

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