Winning with Micro-Moments: Part One

Winning with Micro-Moments: Part One

By: Peyton Hoffman, Director of Public Relations and Event Management

Micro-moments are critical touch points within today’s automotive buying process. Questions often arise such as: “Is this car right for me?” “Can I afford it?” “Where should I buy it?” and “Which car is best?” These questions, asked during the consumer’s buying cycle, present moments when dealerships need to be present, useful, and quick to respond. Taking advantage of each of these micro-moments is critical, since they can determine whether or not a consumer’s journey ends at your dealership. Micro-moments are filled with intent, context, and immediacy. Today’s consumers, overall, exhibit less brand loyalty during the automotive shopper process. Today’s car buyers search for the most relevant information, regardless of the dealership providing it.

Mobile Matters

Consider that 91% of consumers turn to their phones for ideas in the middle of a task.* Smartphones are commonly referred to as “lifelines.” In the past year, websites in the U.S. have seen a 20% increase in mobile share with an 18% decrease in time spent per visit.* In other words, consumers searching for new or used vehicles are spending less time on your dealership’s website, but are converting more. Your dealership’s mobile presence (or lack thereof) can make or break your brand’s consideration with potential customers.

Smartphones, in particular, are changing this landscape. A simple text, phone call, or social media post are common life moments. However, these are not always moments when consumers are looking for brand engagement. Knowing the difference between these moments is important for marketers. In micro-moments like “Is this car right for me,” consumers are open to brand engagement. In fact, they want it.

Long search sessions are no longer necessary for consumers. Marketers need to understand the difference between micro-moments and life moments. Being available on mobile devices is critical since consumers are turning more and more to their mobile device instead of their computer for these searches. Consumers even use their mobile devices to conduct searches from inside the dealership.

Tips for winning with these micro-moments will be discussed in part two of this blog series, “How to Win with Micro-Moments.”

For more insights into how mobile affects the automotive consumer buying process, click here.

mobile matters


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