no longer whether you need a mobile marketing plan, but  rather what methods will be most effective.

It is being predicted that during the next 12 months more people will be searching on their mobile devices then on desktop or laptop computers. The job of your business is to make sure to be seen by those who are searching for you and be easy to connect to.

So which methods allow both of those to happen? The right answer on that depends.

Sounds like a lame answer, I know, but it is the truth. I will break out the differences in a minute but here is what’s most important to know about the differences.

New Customers: If the challenge your dealership is having is getting new clients then you must have a mobile-optimized website. People are searching for your services and products on their phones and tablets and if you don’t have a mobile website you are not easy to connect with or find.

It’s also important to realize that a person searching on their phone is typically someone who needs you now and is not necessarily shopping around for a possible future purchase. Mobile-optimized websites and apps both fulfill that basic premise, but the concern is which best meets your business needs when the customer’s needs are more urgent.

Some of the main features of a good mobile website should include:
• Click to call
• Directions
• Refer a friend
• Connection to your social media pages like Facebook and YouTube
• Set appointments
• Deliver coupons, discounts, or promotions

There are two ways to get your mobile site seen when your customers are searching for you. The first method is to optimize your mobile site for mobile searches. You can also simply buy clicks for mobile views. Mobile pay-per-click is currently a bit less expensive then desktop searches, but that will soon change.

Mobile Apps
Stop and think about this: When someone needs tires or vehicle service, no one searches the app store. They go to Google or Bing, so an app will not help in urgent circumstances.

But where apps are strong is for returning customers and even referrals. Since mobile apps must be downloaded, they appear on the smartphone or tablet as an icon. This continues to brand your business with existing customers, and is something they can recommend to friends and family.

Existing customers are the easiest ones to sell to since you have already invested in bringing them in and making them happy. The app makes it that much easier for them to continue to do business with you.

Mobile apps also allow you to send your customers a ‘push’ notification that will appear as a text message on their mobile devices.

A mobile website doesn’t allow you to communicate live with the person looking at your site, but often loyal clients refer their friends using the ‘Refer a Friend’ button that should be part of your mobile website.

The bottom line is that most tire dealers can benefit from having both, but if there was a choice for an immediate ROI the mobile website is the way to go.

Mobile Apps: Advantages
• Ease of Use: It is very easy for users to navigate through and interact with mobile applications.
• Usable Offline: Users do not have to be connected to a network or wireless connection to use most mobile applications.
• Smartphone/Tablet Integration: Mobile apps can be integrated with smartphone and tablet features such as the camera, microphone, geo-location and phonebook.
• Power of the Apple Store: Apps are distributed through the vast Apple Store. However, it’s strongly suggested that you offer your mobile app free of charge so you can have the maximum number of downloads.
• Speed: Mobile apps run faster than mobile websites.
• Branding: Mobile apps have an icon associated with them that is visible constantly. This icon will stay on the customers phone or tablet and serve as a subtle reminder of your shop and services.
• Communication: A mobile app will allow you to send a ‘push’ notification to anyone who has downloaded the app. This notification is limited to approximately 150 characters and will appear as a text message on their smartphone. While many dealers currently use email, print and direct mail advertising, push notifications have a 96% chance of being opened and read.

Example: Now that we are well into the fall season, it would be appropriate to send a push notification offering a free winterization inspection or a tire safety checkup.

Mobile Websites: Advantages
• No Download Required: Mobile sites can be accessed via a browser immediately. No download or installation is required for users to access content.
• Simpler Design: Mobile websites are designed with simplicity in mind so that it is easy for users to navigate and find information on the mobile site.
• Quicker to Market: Not only are mobile websites more cost-effective, they are also more time-effective. It takes considerably less time to develop and market a mobile site than it does a mobile application.
• Compatibility: The same mobile website can reach all mobile users, regardless of what type of device they are using. All iPhone, Android and other smartphone users or iPad or Galaxy tablet users access a single mobile site.
• Reach a Larger Audience: Mobile websites allow businesses to reach essentially 100% of their audience – and when buying intent is highest. Mobile sites are available to anyone who has Internet access via their mobile devices.
• Impact: The real key is that most mobile searches are actively looking to fulfill an immediate need, whether it is for new tires or vehicle services, or whether they are looking for a new, more convenient option.

Cost Comparisons
Mobile websites typically range in price from $500 to $1,000. Mobile apps typically range in price from $3,000 to $10,000.

Obviously these prices can vary sharply based on your market and who you use to create/develop your mobile options.

The benefit of mobile websites and apps are that they are a one-time investment that has the potential to continue producing for years as opposed to a one-time mailing or ad that is done once and never appears again.

As with all marketing investments you need to assess the costs versus the results they can likely produce. In this case, starting with a mobile website is more of a ‘must have’ so you can be found when customer interest is greatest.

However, the easiest customer you could possibly sell to is your existing customer. This is the one we most often ignore and a mobile app will assist you with selling more product and services to this group.