As all industries search for the most relevant and effective methods of mobile marketing, plenty of companies obviously struggle more than others.
Some argue that products are easier to market on mobile devices than services, such as car maintenance and repairs. On top of that, some industries are having a particularly challenging time figuring out how to reach their target audience on mobile.
One industry that has room for improvement when it comes to mobile marketing (although they are proficient at reaching consumers on their desktops) is the automotive industry.
This is why it comes as quite a surprise that Meineke is at the top of the list of 150 national brands that have succeeded in local marketing on mobile. They even top the list when it comes to Placeable’s evaluation of 1,000 national brands.
“Meineke especially excelled in the visibility dimension, which means its site structure, including mobile site structure, usability and performance, enables it to capture higher search engine rankings and greater traffic,” Michael Bevan, director of marketing at Placeable, tells Mobile Commerce Daily.
Meineke credits its success to the company’s user-friendly mobile app and general commitment to being as accessible and informative as possible on mobile.
“Many mobile marketers are investing in sophisticated ad technologies and programs without first making sure that their pins are in the right place for every location, and that they are creating a compelling customer experience with mobile-optimized local pages that feature reviews, photos, videos, personalized discounts and offers,” Bevan says. “The challenge is that customers are using online search for virtually every type of purchase, and if you do not implement a strategy that wins the search results page and then provides the information customers are seeking, they will go elsewhere.”