Mobile is the new black


Bob McCann, Director of Education, ARI
September 11, 2012
Filed under Guest Blog

We live a mobile lifestyle. In a recent study by the Online Publishers Association (OPA), over two-thirds of smartphone owners reported that they “cannot live without” their devices. You see where I’m going with this: There’s just no way around offering a Web experience designed for the on-the-go buyer. Is your dealership equipped to “meet” prospects and customers on their new favorite turf?

Appealing to out-and-about visitors starts with understanding them. Prospects and customers are becoming more and more empowered by the wealth of information at their fingertips, including the open dialogues across growing social media platforms. More often than not, they make decisions based on extensive research and peer reviews. Connecting with them on their smartphones and tablets is critical to driving additional Web traffic and ultimately sales.

A mobile-friendly website delivers personalized, relevant content – fast. At the very least, mobile users should be able to easily view a link to a map and directions; a clickable phone number; hours of operation; inventory; and a contact form. Ideally, your entire website should be optimized for mobile browsers.

With the explosion of tablet adoption and multi-device usage, Responsive Web Design (RWD) is fast becoming standard practice. In short, RWD automatically adjusts the layout of your site to fit your customer’s browser, including PCs, tablets, and smartphones. Finally a one-size-fits-all concept that works! Want to see RWD in action? Visit Nunmaker Yachts to see how the website adjusts to fit your screen as you use the corner of your browser to resize the window. Now, if you’re reading this blog on a mobile device, switch to one of your other toys and checkout how the design is rendered.

Mobile is the new black. To capitalize on this fast-growing sales channel, you have to provide your business and your sales team with proven, cost-effective tools designed to attract mobile users and keep them engaged. Marketing your products and services to the growing market of mobile users is no longer an option: it’s a necessity.

Want to know how well you’re faring? Use your mobile device to experience your website (and that of your competitors’) as a visitor. If you’re not completely satisfied with your experience, talk to your website provider and discuss potential changes that could improve the usability.

Bob McCann is Director of Education at ARI, a leading provider of technology-enabled business solutions for dealers, distributors and manufacturers in the marine, RV, powersports and outdoor power equipment industries. Products and services include eCommerce-enabled websites, lead generation, lead management, Search Engine Optimization, Search Engine Marketing, and eCatalogs (parts, garments, and accessories).
Contact:; 877-806-2150


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