Hundreds of touchpoints shape car buying today. At the Automotive Summit Switzerland 2026, Mostafa Abaza from moccamedia Switzerland showed how data, connected channels and measurable impact need to work together.
The rules of the game in automotive marketing have changed fundamentally. Before buying a car, customers move through a multitude of media and touchpoints. Successful marketing keeps an eye on all digital and analogue touchpoints, forms an overall system from them and uses it purposefully to drive conversion. Consolidated data is at the heart of these processes. It makes it possible to understand target groups more precisely and to manage communication in a personalised and situational way.
At the Automotive Summit Switzerland at Golf Sempach, Mostafa Abaza spoke about the changing information behaviour of potential customers and how advertising can adapt to it dynamically.
More than 400 touchpoints before the purchase decision
According to Abaza, more than 400 touchpoints shape the decision-making process when buying a car. What matters is the interplay of touchpoints, not the individual moment. Data forms the basis of all effective communication: it enables targeted messaging, real-time optimisation and measurable results.
Another focus: search now takes place everywhere. AI, social search and traditional search engines interlock. Brands therefore need to be visible in all relevant environments. At the same time, relevance beats reach – precise targeting replaces broad scattering. The right moment is decisive, not maximum visibility.
Impact as the benchmark for the automotive customer journey
As an overarching principle, Abaza stated that impact is becoming the real benchmark. Successful marketing shows itself in concrete results such as leads, calls or store visits – not in isolated KPIs. “Today, the automotive journey is no longer a funnel but a dynamic system,” said Abaza. “Anyone who wants to achieve impact must consistently align data, channels and content and optimise them in real time.”
The Automotive Summit Switzerland has established itself as the key C-level event for management, marketing and sales in the Swiss automotive industry. This year, moccamedia took part as a partner and added Mostafa Abaza to the line-up of speakers with the topic “The new automotive journey: data, channels, impact”.
The Swiss business magazine m&k – Das Magazin für markt & kommunikation also reported on this in its article moccamedia: Automotive Customer Journey neu gedacht.
Also attending the summit were Patrick Becker (Managing Director of moccamedia) and, from our office in Switzerland, Annie-Jay Pfoster (Media Consultant).
More information: Automotive Summit Switzerland
