- Apr 7, 2009
- First Name
Google's ThinkAuto conference on ZMOT introduced me to John Ross, CEO of Shopper Sciences....Simply put... Of all of the "touch points" A shopper makes in their journey, none influence the final decision more than the visit to the dealership.
Granted, if your stimulus and ZMOT blows, you'll never see the up, but, from my seat, visibility is a separate marketing task. Once visibility is in place, My John Ross/ZMOT lesson is that if the visit to the dealership is the consumers strongest influencer, then all ZMOT content needs to put all of my shoppers "un-answered worries" to rest (is the sales rep pushy, is the dealer reputable, will the manager be there for me if the car I buy is a junker, what's the warranty, if my credit is fair, will they screw me... Etc)
There are dealers out there now that communicate this message very well. SuzukiofWiticha.com, auctionDirectUSA.com, carsense.com, carmax and others. The winds of change are among us, enter in…the Game Changers.
This is how I see ZMOT.
If this "FMOT TRUMPS EVERYTHING" logic is correct, then, the single most important tool of 2012 may be Jeff Kerschner's HookLogic http://www.dealerrefresh.com/beat-the-dealer-competition-hooklogic-webinar/
ZMOT Marketing is all about trying to make the shoppers short list of finalists. The HookLogic tool may be "that last little push" a shopper needs to commit to a dealer visit.
ZMOT (internet shopping)
FMOT (Dealer Visit)