The Shift to Mobile – Taking Advantage of Google’s Micro-Moments

Matt Kuczka News

[av_heading heading=’The Shift to Mobile – Taking Advantage of Google’s Micro Moments’ tag=’h2′ style=’blockquote modern-quote modern-centered’ size=” subheading_active=” subheading_size=’15’ padding=’10’ color=” custom_font=” custom_class=”][/av_heading] [av_hr class=’invisible’ height=’22’ shadow=’no-shadow’ position=’center’ custom_border=’av-border-thin’ custom_width=’50px’ custom_border_color=” custom_margin_top=’30px’ custom_margin_bottom=’30px’ icon_select=’yes’ custom_icon_color=” icon=’ue808′ font=’entypo-fontello’ custom_class=”] [av_textblock size=’16’ font_color=” color=” custom_class=”]

Google has recently been publishing information about micro-moments and how important they are in leading a customer to a big decision and more importantly a big purchase decision.  This is a great study and an important look at mobile and how mobile is changing customer interaction and behavior.  So what are micro-moments?

[/av_textblock] [av_one_third first min_height=” vertical_alignment=” space=” custom_margin=” margin=’0px’ padding=’0px’ border=” border_color=” radius=’0px’ background_color=” src=” background_position=’top left’ background_repeat=’no-repeat’] [av_image src=’https://dealerappvantage.com/wp-content/uploads/2015/10/stat2.png’ attachment=’11021′ attachment_size=’full’ align=’center’ animation=’no-animation’ styling=” hover=” link=” target=” caption=” font_size=” appearance=” overlay_opacity=’0.4′ overlay_color=’#000000′ overlay_text_color=’#ffffff’ custom_class=”][/av_image] [/av_one_third] [av_one_third min_height=” vertical_alignment=” space=” custom_margin=” margin=’0px’ padding=’0px’ border=” border_color=” radius=’0px’ background_color=” src=” background_position=’top left’ background_repeat=’no-repeat’] [av_image src=’https://dealerappvantage.com/wp-content/uploads/2015/10/stat3.png’ attachment=’11022′ attachment_size=’full’ align=’center’ animation=’no-animation’ styling=” hover=” link=” target=” caption=” font_size=” appearance=” overlay_opacity=’0.4′ overlay_color=’#000000′ overlay_text_color=’#ffffff’ custom_class=”][/av_image] [/av_one_third] [av_one_third min_height=” vertical_alignment=” space=” custom_margin=” margin=’0px’ padding=’0px’ border=” border_color=” radius=’0px’ background_color=” src=” background_position=’top left’ background_repeat=’no-repeat’] [av_image src=’https://dealerappvantage.com/wp-content/uploads/2015/10/stat1.png’ attachment=’11020′ attachment_size=’full’ align=’center’ animation=’no-animation’ styling=” hover=” link=” target=” caption=” font_size=” appearance=” overlay_opacity=’0.4′ overlay_color=’#000000′ overlay_text_color=’#ffffff’ custom_class=”][/av_image] [/av_one_third] [av_hr class=’invisible’ height=’15’ shadow=’no-shadow’ position=’center’ custom_border=’av-border-thin’ custom_width=’50px’ custom_border_color=” custom_margin_top=’30px’ custom_margin_bottom=’30px’ icon_select=’yes’ custom_icon_color=” icon=’ue808′ font=’entypo-fontello’ custom_class=”] [av_textblock size=’16’ font_color=” color=” custom_class=”] According to Google we check our phones 150 times a day.  “Behind all these mobile bursts are countless interactions, like texting a spouse with a carpool update, dropping a quick work email while waiting in the ATM line, or posting a Bermuda vacation photo to make friends jealous.”  But there are also other moments where we’re open to influence.  These moments are the ones we need information on making a decision and these are the ones you should be ready for.  These moments are what Google calls micro-moments.
[/av_textblock] [av_three_fourth first min_height=” vertical_alignment=” space=” custom_margin=” margin=’0px’ padding=’0px’ border=” border_color=” radius=’0px’ background_color=” src=” background_position=’top left’ background_repeat=’no-repeat’] [av_heading tag=’h3′ padding=’10’ heading=’How Does a Dealer Take Advantage of Micro Moments’ color=” style=” custom_font=” size=” subheading_active=” subheading_size=’15’ custom_class=”][/av_heading] [av_textblock size=’16’ font_color=” color=” custom_class=”] Be There, Be Useful, Be Quick.  Think about the moments your customers may need you for something?  “My car just broke down and I need help”,  “I have a car that’s over 10 years old and it’s time to look for a replacement”.  Once you’ve identified those moments think about how you could help those people at that specific moment, place, and time.  What would you say or do?  Now that you have the moments identified and the responses ready you now need a delivery platform.   There are many ways to start; Google Ad Words, Youtube Videos, Web and mobile targeted Ads, and re-targeted Ads.  One growing contributor to these delivery platforms is a mobile app.  
[/av_textblock] [/av_three_fourth] [av_one_fourth min_height=” vertical_alignment=” space=” custom_margin=” margin=’0px’ padding=’0px’ border=” border_color=” radius=’0px’ background_color=” src=” background_position=’top left’ background_repeat=’no-repeat’] [av_image src=’https://dealerappvantage.com/wp-content/uploads/2015/10/stat4.png’ attachment=’11025′ attachment_size=’full’ align=’center’ animation=’no-animation’ styling=” hover=” link=” target=” caption=” font_size=” appearance=” overlay_opacity=’0.4′ overlay_color=’#000000′ overlay_text_color=’#ffffff’ custom_class=”][/av_image] [/av_one_fourth] [av_one_third first min_height=” vertical_alignment=” space=” custom_margin=” margin=’0px’ padding=’0px’ border=” border_color=” radius=’0px’ background_color=” src=” background_position=’top left’ background_repeat=’no-repeat’] [av_image src=’https://dealerappvantage.com/wp-content/uploads/2015/10/Stat5.png’ attachment=’11035′ attachment_size=’full’ align=’center’ animation=’no-animation’ styling=’no-styling’ hover=” link=” target=” caption=” font_size=” appearance=” overlay_opacity=’0.4′ overlay_color=’#000000′ overlay_text_color=’#ffffff’ custom_class=”][/av_image] [/av_one_third] [av_two_third min_height=” vertical_alignment=” space=” custom_margin=” margin=’0px’ padding=’0px’ border=” border_color=” radius=’0px’ background_color=” src=” background_position=’top left’ background_repeat=’no-repeat’] [av_heading tag=’h3′ padding=’10’ heading=’How Does a Mobile App fit in?’ color=” style=” custom_font=” size=” subheading_active=” subheading_size=’15’ custom_class=”][/av_heading] [av_textblock size=’16’ font_color=” color=” custom_class=”] Regardless of what you may have heard about mobile apps for dealers, Mobile App usage is growing and growing quickly.   The business segment of apps has recently seen huge growth.  Your customers prefer to use Apps over mobile websites, the experience is just better.  Not to mentioned there are now features that only an app can provide.

” Even if their purchases don’t happen on your app, your brand’s app users are high-value customers, so treat them that way. Don’t just count installs and pat yourself on the back. Ask yourself how you can provide useful content and functionality to engage this user base to drive incremental transactions and sales” – Google

Push Notifications, Customer Targeted notifications, Geo-Targeted Notifications are all features of a good mobile app.  These are also the avenues to engaging with youre user base.  This is something you can’t do on a mobile site.  This technology is also growing and app providers are developing new features and even more ways to deliver relevant content to your users, at the right place, and at the right time.  
[/av_textblock] [/av_two_third] [av_one_full first min_height=” vertical_alignment=” space=” custom_margin=” margin=’0px’ padding=’0px’ border=” border_color=” radius=’0px’ background_color=” src=” background_position=’top left’ background_repeat=’no-repeat’] [av_textblock size=’16’ font_color=” color=” custom_class=”] Besides the standard benefits an app provides, your mobile app also needs to have a “high value” to your users.  The questions to ask is “Why would someone download my dealership app?”   Scheduling service or shopping for a car is something your users will only do so many times in one year, but what else can the app offer?

A good app will include additional features in the that promote usage and longevity.  How about a way to store all the information about your car in one place, Have quick access to digital owner’s manuals and video resources.  Does your dealership provide additional services to customers like rental cars, airport pickup, and other concierge services?   Include as many helpful resources as you can to your customers, some dealerships even offer referral programs in their apps.  Once your app has become something your users want or need it’s now a platform for engagement and can be there at those crucial micro-moments.
[/av_textblock] [/av_one_full] [av_hr class=’full’ height=’50’ shadow=’no-shadow’ position=’center’ custom_border=’av-border-thin’ custom_width=’50px’ custom_border_color=” custom_margin_top=’30px’ custom_margin_bottom=’30px’ icon_select=’yes’ custom_icon_color=” icon=’ue808′ font=’entypo-fontello’ custom_class=”] [av_textblock size=’16’ font_color=” color=” custom_class=”]

There is much more in this article by Google and I highly encourage you to read it and download it.   It includes some great examples from Fiat, Sephora, Realtor.com, and others.  Click here to read more: Google Micro-Moments Article

[/av_textblock]