moccamedia: Rethinking the Automotive Customer Journey
More than 400 touchpoints shape the car-buying process today. At the Automotive Summit Switzerland 2026, Mostafa Abaza of moccamedia Switzerland demonstrated how data, connected channels, and measurable impact must work together.
Automotive Customer Journey: No Longer a Funnel, but a System
The automotive customer journey has become more complex than ever before. Anyone who wants to successfully market vehicles today must use data intelligently, integrate channels, and consistently measure impact. Mostafa Abaza, Managing Director of moccamedia Switzerland, demonstrated how to achieve this on May 6, 2026, at the Automotive Summit Switzerland at Golf Sempach in Hildisrieden.
The rules of the game in automotive marketing have changed fundamentally. Before buying a car, customers engage with a wide variety of media and touchpoints. Successful marketing takes all digital and analog touchpoints into account, integrates them into a comprehensive system, and strategically leverages this system to drive conversions. At the heart of these processes is consolidated data—it enables a more precise understanding of target audiences and allows for personalized, context-specific communication.
At the event, Abaza spoke about changes in the information-seeking behavior of potential customers and how advertising can be dynamically adapted to these changes.
More than 400 touchpoints influence the purchasing decision
According to Abaza, more than 400 touchpoints influence the decision-making process when buying a car. What matters most, he says, is the interplay of these touchpoints, not any single moment. Data forms the foundation of all effective communication: it enables targeted messaging, real-time optimization, and measurable results.
Another key point: Search takes place everywhere today. AI, social search, and traditional search engines are intertwined. Brands must therefore be visible in all relevant contexts. At the same time, relevance trumps reach—precise targeting has replaced broad distribution. What matters most is the right moment, not maximum visibility.
Impact as a Measure of the Automotive Customer Journey
Abaza articulated the overarching principle: Impact becomes the true measure of success. Successful marketing is demonstrated by concrete results such as leads, calls, or store visits—not by isolated KPIs. «Today, the automotive journey is no longer a funnel, but a dynamic system,» said Abaza. «If you want to achieve impact, you must consistently align data, channels, and content and optimize them in real time.»
According to the company, moccamedia specializes in hyperlocal push-to-store communication and plans locally targeted Mediamanöver® campaigns—with the goal of engaging retail partners and boosting demand and sales at local retail locations. The owner-managed company has been operating in the DACH region for more than 30 years across five locations and serves customers in more than 30 countries.
More information: https://www.moccamedia.ch
