The challenge for today’s automotive brands is to discover opportunities to influence buyers and to understand where and how to invest to ensure you are on their ‘short-list’.
The traditional linear ‘path to purchase’ model still applies, however, successful brands are now stepping outside of these boundaries, engaging with customers during their ‘micro-moments’ of exploration. Whenever the consumer is seeking information is an opportunity to engage. Search (especially Smartphone useage) is the anchor to these micro-moments.
This case study illustrates how Broadplace worked with Merecedes-Benz Retail Group to construct a digital strategy centered on a ‘360 customer view’- focusing on supporting and influencing customers throughout key moments during the pre-purchase digital research phase.