Today no one would be surprised with the statistics that within a day we check our phones about 150 times and spend about 177 minutes on mobile Internet. So the moment when a potential customer starts searching for information online by using his mobile device is considered to be a micro-moment. It’s some kind of strategic point when a brand can reach its targeted audience and get their undivided attention. So how can dealers capitalize on these micro-moments and make customers buy?
How a person decides to make a purchase
Now a chain of making decisions could look like this: I want it – I check it out on the Internet – I buy it. Each time a customer uses his mobile device online is an opportune micro-moment. You should have your own approach to each of these micro-moments.
What are micro-moments?
It’s your ad that is seen in a users’ smartphone at the very moment they are searching for the information that interests them.
So a good advertising strategy for your dealership concerning micro-moments should consist of three factors:
- Presence. Your ad should appear when there is a need for it.
- Helpful information. You should provide only useful content to a user’s query.
- Instant reaction. A customer can react immediately to your ad and go to your site after reading it. So optimize your website for his/her device.
Types of micro-moments: how to work with them
51% of smartphone owners take offers from unfamiliar brands if they receive these offers at the right time. 73% believe that if a company regularly sends useful information it has more advantages to offer. So if you get in a buyer’s sight and prove your value and efficiency, there is a good possibility that the customer will choose you.
There are several types of micro-moments. Each kind requires a certain behavior from your brand. Here are the most important ones:
- “I-Want-To-Know” Moments. A customer is not ready yet to buy a vehicle. He is just doing research about different makes, models, years, manufacturers, dealerships, prices, etc.
A tip: arouse the user’s curiosity, provide useful content, but do not try and force them to buy.
- “I-Want-To-Go” Moments. In this stage a customer knows exactly what vehicle he wants to get. He has to choose now where to buy it.
A tip: get in the customer’s view when he/she searches for the nearest location. According to the statistics, the number of search queries that include the word “nearest” has doubled.
- “I-Want-To-Do” Moments. This stage comes before or after the purchase. The customer sees a car and imagines what features and accessories he can purchase. The buyer can search for some video instructions, reviews, etc.
A tip: provide specific instructions for your service, accessory, etc. or display your ad in the preview to the video instruction that the customer searches for.
- “I-Want-To-Buy” Moments. The customer is ready to make a purchase. He needs help with some procedures and details.
A tip: offer your services openly. 82% of customers search for information online when they stand in front of the car. They are comparing the prices or technical characteristics by using their smartphones.
When you work with micro-moments you should always consider the context: time of the day, the weather, user’s location, and the device used. The users’ intentions will help you determine the right micro-moments and choose the appropriate behavior strategy.
Always remember that there are not only mobile, desktop or offline clients. It seems obvious, but many companies still consider these segments separately. Another important factor is: it’s not enough just to capture a micro-moment. It’s also vital not to lose a client if he/she moves from their mobile device to the computer.
Using micro-moments has become another field of dealer competition. Such advertising should always fit the context. This means that it shouldn’t cause customers’ irritation nor get lost in the information noise made by other brands. Show off your inventory wisely and be there at every step a customer makes for the purchase. Use Pay-Per-Click campaigns to get more traffic to your site and to pay for effective clicks only. Autoxloo, in its turn, will help you set up the PPC tool for the customer’s micro-moments.