Technology has changed the way people buy. These days, you can use your mobile phone to search for information. Buyer’s decision gets influenced by social media websites, blogs, and review sites. Increasing sales through traditional marketing methods are no longer as effective. To be competitive, car dealers have to learn how to market and manage their online media presence. There are several channels but for today we will focus on mobile phones. For phone users, we have the five micro-moments that help buyers with their decisions.
The “Which Car is the Best?” Moment
This is the start of a buyer’s journey. Here they will start researching for the best brand, make or model of the vehicle using their phones. They can check and cross-reference vehicles without stepping in a car dealership. According to Google, 6 out of 10 car shoppers are still unsure of which vehicle to buy. Thus, car dealerships need to make sure that they are being found by customers online. They need a website that is easy to navigate. It also needs to adjust to different kinds of the platform (computer, tablet or mobile phone).
Customer engagement can help get new customers by referrals and repeat business.
The “Is It Right for Me?” Moment
This is where buyers weigh their options. and do preliminary research by watching videos. Doing a checklist of what they need and what features they expect the car to have. Gone are the days that people need to walk inside a car dealership to see the vehicle. More dealership is providing an interactive way to engage customers. And this will help them decide on which vehicle to buy.
The “Can I Afford It?” Moment
One of the primary considerations when buying a vehicle is the price. Buyers need to research first to make a successful buy. According to Google, 70% use phones to search for car MSRP and list prices. And if the information is not on the Dealerships’ website they will be losing customers.
The “Where Should I Buy It?” Moment
This next step is critical in helping the buyer make a decision. Based on the study made by Millward Brown Digital, 1 in 3 shoppers use their phones when buying a car.
The “Am I Getting a Deal?” Moment
The final stage, even if the buyer is at the store, buyers still check their phones. Because buyers need assurance that they are making the right decision. Thus, it is important not to get focused on closing in on the sale but by putting value in your brand.
Sources:
The 5 Auto Shopping Moments Every Brand Must Own360° video drive in the Mercedes-Benz E-Class | Lisbon
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