Mobile Automotive Marketing Revs Up.

The Internet’s role in the vehicle purchase process is well documented. In a March 2010 poll of Web users by About.com, for example, nearly three-quarters of respondents described themselves as likely or very likely to research online before buying a car, with expert reviews their content of choice.

As the mobile Web becomes more important to consumers in all facets of their lives, automotive marketers have to contend with the same demand for trusted information, only on smaller screens in the hands of prospects with shorter attention spans.

“Automakers generally focus on using mobile to drive brand awareness and consideration for prospective car buyers just beginning the purchase process,” said Noah Elkin, eMarketer senior analyst and author of the new report “Automotive Mobile Marketing Shifts Gears.” “At the same time, they try to steer prospects to a nearby dealer to schedule a test drive.”

Data on consumer engagement with automotive mobile advertising is directionally positive. A May 2010 survey of about 100 US users on AdMob’s mobile ad network uncovered fairly high recall rates of automotive ads and even higher click-through rates.

Still, whether mobile advertising is effective is a source of ongoing debate. In terms of branding metrics specific to the automotive industry, InsightExpress found that automotive campaigns ranked second for mobile ad awareness and brand favorability. They scored at or below average for unaided and aided awareness and purchase intent.

“Given that cars are still a highly considered purchase, it is not surprising to see relatively low purchase metrics,” said Mr. Elkin. “Even the most well-executed mobile display campaign is not going to be the decisive factor that completes the purchase of a vehicle.

“However, automotive brands do have opportunities with mobile to influence consumers at the top of the purchase funnel,” he continued.

For more information at http://www.emarketer.com