Micro Moments
Accelerate your sales with Br-AI-nysm Micro-Moments in Inbound Marketing
Which-Car-Is-Best
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Is-It-Right-For-Me
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Can-I-afford-It
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Where-Should-I-Buy-It
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Am-I-Getting-a-Deal
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Our belief in micro-moments has been born after reading a study by Lisa Gevelber and Luth Research – Think with Google, titled “The Car-Buying Process: One Consumer’s 900+ Digital Interactions” exploring automotive, mobile, and search topics. The findings confirmed what we knew all along about managing multimillion-dollar-pay-per-click accounts.
Here we are going to summarize some highlights of this report for you, so you can see the importance of having your online presence of the different stages of the buying process.
In this report, we can see exactly how one consumer had 900+ digital interactions during the three-month period leading up to her purchase decision.
Allow me to introduce you to Stacy.
- 32-year-old-mother of two.
- A third child on the way.
- Drove SUV. Fits a family of 4.
- Needs new car -> fit 3 car seats.
- Deciding between SUV or Minivan.
Brands Explored: 5+ Interactions
Brands Considered: 20+ Interactions
Brands Selected: 100+ Interactions
In a span of 3 months, consumers turn to their devices to answer a question or address a need.
- Which car is the safest?
- Which will fit a family of five + all their gear?
- What is the lowest possible monthly payment?
Which-Car-Is-Best
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Is-It-Right-For-Me
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Can-I-afford-It
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Where-Should-I-Buy-It
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Am-I-Getting-a-Deal
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How auto brands respond in these micro-moments and expose their brand and inventory shape car buyers’ decisions.
"6 Out Of 10 Car Shoppers Enter The
Market Unsure Of Which Car To Buy"
- When we design the inbound search campaigns for this stage, we try to address different consumer needs to fit your brand and inventory.
- A key factor here is that 60% of the car shoppers are fixated on a need and not a specific car.
- In Stacy's example, all that she cares about is that her third kid is on the way, and she is going to need to fit three kid chairs in her car. At this point, the brand is not important, but we need to address consumers' research questions that fit their shopping persona.
Consumers start to determine their checklist of important features.
As Shoppers narrow down their options, cost consideration come into play
Though much of the car-buying has moved online, the visit to a dealership remains a crucial step for many car buyers. In fact, search interest for "Car dealerships near me" has doubled.
Stacy Spent Time Researching Deals Both On And Off The Lot So That She Could Show Up Prepared.
Stacy Researched:
- Money Factors
- How she might forgo a dealer altogether
- Crowdsourced Prices
While Stacy is Just One Person, She is One of Many Auto Shoppers Looking To Find The Answers That Can Get Them Closer
To Your Dealership.
We Designed Br-AI-ny Thinking About The Following:
- How many dealerships with a digital inventory can meet potential car buyers like Stacy across the key auto-shopping micro-moments.
- Is your brand visible when and where people are looking?
- Does your media mix and marketing plan present your brand and make it easy for someone like Stacy to find answers?
- Does your brand answer the questions about choice, comparison, affordability, vicinity, and best offering in their media outreach?
- Are you holding your brand accountable for connecting in these moments?
Start today and design your digital presence connecting the power of Micro-Moments, your CRM data, your inventory, and the power of advertising AI. Act smart today and start selling cars the Br-AI-nysm way!
"when cars receive quality and engaged shoppers, they generally require less activity per sale."
