Remember the days when print was the dominant medium for dealer advertising? Many thought that would never change. They were proven wrong by the succession of new media that began with the dawn of the Digital Age and continues with the proliferation of smartphones and tablets.

Within those devices lies a feature dealers can use to conquest in-market car buyers in a way few would have thought possible a decade ago. Because so many of the apps we install on our devices use our location to optimize their service — and because most of us mindlessly authorize them to do so — digital marketers are able to deliver targeted, content-rich ads to individual mobile device users.

For dealers, the implications are profound. You can use geo-targeted and geo-fenced mobile advertising to “geo-conquest” your competitors’ visitors. And if you don’t, you might end up falling prey to those who do. In fact, early adopters in your market may be using this technology to steal the attention of the folks who walk into your showroom today.

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