Nigeria, Saudi Arabia and South Korea - People accustomed to accessing the Internet from their home and office computers may take it for granted, not realizing that in much of the world, Internet access is available only on a mobile device.
To more easily reach people who rely on their smart phones for information, Ford Export and Growth (E&G) is rolling out Ford mobile sites that will take on increasing importance as E&G expands its growth markets, developing them to maturity.
The key markets for the program are Nigeria, Saudi Arabia and South Korea. Nigeria has the most mobile subscribers by far – 95 million. Saudi Arabia and South Korea each have more than 50 million subscribers with mobile capability. Without it, Internet access is spotty at best in countries like Nigeria, making mobile marketing the best way to reach potential customers and draw them to the Ford site.
The goals of the all-new sites and campaigns are to increase awareness of the Ford brand, grow consideration for Ford vehicles, services and products, drive traffic to the dealers, build sales and increase Ford’s market share.
To do this, E&G is implementing multi-faceted campaigns, focused in the early stages on the use of interactive voice response (IVR), short message services (SMS) and multi-media messaging services (MMS) through text messages and QR codes, or 2D graphic images snapped with a phone camera to launch a mobile experience.
E&G’s mobile version of the Ford web site features a dealer locator that includes Bing Maps, shopping tools, vehicle information, videos and images, even color selectors.
The campaign was rolled out at the annual Dealer Business Meeting in early March through a mobile-enabled e-mail that contained a video greeting from E&G Director Hal Feder. During the next few days, dealers also received additional messages from Feder and took a brief survey from their phones that provided real-time feedback.
Overall, says Digital Marketing Manager Laura Alexiou, their response was very positive. “The dealers believe mobile marketing will enable them to better serve their customers. They were also enthusiastic about the opportunity to reach more potential customers.”