DME Automotive integrates websites to improve usability by Catherine Ferguson
It needed a more effective design both for its web and mobile sites to deliver better functionality
An automotive marketing firm has integrated two editable websites into one to create a more consistent and intuitive experience for users.
DMEautomotive explained it needed a more effective design both for its web and mobile sites to deliver better functionality for automotive dealers and aftermarket franchises. It works with major car makers including Toyota and Chrysler in the US.
The firm provides data driven, multi-channel acquisition and retention marketing programs, campaign reporting and data management to car dealers.
DMEautomotive combined its two website properties into an all-inclusive corporate website that delivers consistent messaging and branding across all product divisions.
Its new mobile website extends the main site, providing an experience tailored for mobile navigation and functionality to serve visitors with appropriate presentation and accessibility across numerous devices, its developer Bayshore Solutions said.
Among the features of the new corporate site are some quick links to social media sites including Facebook, Twitter, YouTube and LinkedIn. But the firm is keen to promote social networking beyond its own brand image.
DMEautomotive notes that 75 per cent of car buyers use Facebook, and suggests its customers need to tap into this resource. “In fact, active Facebook users represent your best customers 13 the ones who make up 60 to 80 per cent of your revenue,” the company says.
A recent survey of US car buyers from DMEautomotive found that 57 per cent of customers who spent at least $1,000 (£611) on automotive services in the past year visit Facebook at least once a day, 27 per cent more than lower spending groups.
However, just 12 per cent thought Facebook was important when deciding where to service a vehicle, with most preferring to rely on manuals and car makers’ websites.
“While it’s reassuring to know that traditional channels are effective, the gap between usage and influence of digital social channels represents a significant revenue opportunity,” the firm noted.