October 5, 2011, 4:10 PM

How FordDirect uses mobile marketing to drive shoppers to purchase

Susan Blue will talk about the car maker’s mobile approach at the Mobile Commerce Forum.

Zak Stambor

Managing Editor

Lead Photo

Retailers have to understand that consumers are using their smartphones for everything—from sending text messages to browsing the web to checking their social networks, says Susan Blue, director of product strategy at FordDirect, a joint venture between Ford Motor Co. and its licensed dealers.

To help guide consumers throughout the shopping process, retailers’ mobile marketing strategies have to be multipronged. “More and more consumers are using their mobile phones in their shopping process—from the initial research of a product to the final purchase—creating a completely new opportunity for marketers to reach their customers,” she says. “From texting campaigns that enable customers to receive targeted information from brands to m-commerce platforms to help them facilitate their purchases, it is becoming critical for companies to provide the information and access customers want, using the mediums that reach them most effectively.”

FordDirect has found a wide-ranging approach is the best way to reach mobile customers. For example, it equips dealers with mobile tools such as text messaging programs, mobile-specific applications and quick access to vehicle information from  mobile devices.

Blue will share how she developed that strategy next Tuesday at Internet Retailer’s Mobile Commerce Forum 2011 in Houston during a featured presentation titled “FordDirect drives a mobile strategy” from 12:15-12:45 p.m.

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