AI + Inventory + CRM Data + Micro Moments = Sales More
Using your automotive inventory catalog, your CRM data, and the power of AI & digital media, combined with showing the right ads at the right time, you’ll discover soon enough how to engage and convert more car buyers the Br-AI-NY way and Dealer Promote’ Advertising Digital Eco-system.
Micro Moments
The Lumascape
Automotive Fallacy
Micro Moments
Micro Moments
Accelerate your sales with Br-AI-nysm Micro-Moments in Inbound Marketing
Which-Car-Is-Best
Moments
Is-It-Right-For-Me
Moments
Can-I-afford-It
Moments
Where-Should-I-Buy-It
Moments
Am-I-Getting-a-Deal
Moments
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
Moments
Is-It-Right-For-Me
Moments
Can-I-afford-It
Moments
Where-Should-I-Buy-It
Moments
Am-I-Getting-a-Deal
Moments
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.”
The Lumascape
The Lumascape
Allow me to intruduce you to the Lumascape.
The LUMAscape is to AdTech what the periodic table is to chemistry. In other words it’s the map that represents what goes inside the digital media buy landscape. In just 10 ms, there are over 10k interactions between these companies that make the digital targeted ads possible.
At the core, Dealerpromote is a media-buying, digital agency and marketing ecosystem designed to help you promote your dealership.
We sit at the targeting desk level and focus on targeting media and buying online audiences from the Data Management Aggregators.
Our strength lies in connecting to car buyers through these critical components: creating attractive ads, using accurate ads, using accurate data for targeting, reusing your CRM data to retarget dealership visitors, selecting the proper venue for your ads,
and spreading your cohesive message via different media.
We make your message to car buyers as relevant as possible and manage where and how often it is shown online to convert your digital marketing to tangible sales.
Automotive Fallacy
Automotive Fallacy
How many times does a rep from one of the major third-party car shopping sites knock on your door to report on last month’s results?
Everything looks great, they are doing a great job, and at the end of the conversation, you notice that the discussion revolves around a new premium feature that will highlight your vehicles.
Well… I have news for you! These aren’t good reps 🙁 They also sell the same spots on those third-party inventory websites into the advertising exchange, and even worse, you are probably overpaying.
Many of those spots (or inventory) are for sale to media buyers through the media exchange, and in case you didn’t know… nowadays, everything is for sale in the online world!
Buyers For Sale!
So, each time a person goes to one of those large sites and searches for a specific car (i.e., jeep Wrangler) that identity and their interest becomes available for purchase.
The Data Aggregators (DMPs – Data Management Providers) then sell this information in the exchange as an audience that “we”, media traders/buyers, can buy for a lower price than what was offered to you at your store most of time.
BTW, check the millions of identities (or “cookies”) just in the USA alone!
After we buy the audiences and match them to the campaigns, we send the bids to the exchanges. Presenting to those “Jeep Wrangler” in-market shoppers an ad that matches your live Jeep and sending them to your VDP page.
We match shopper interest with personalized, dynamic ad units (at home, on their smart TV(CTV), cell phones, tablet, or PC) in exclusive positions across the omnichannel and on premium automotive listing sites tracking the consumer’s research process.