ZMOT is the Stupidest, Most Brilliant Idea Ever!

[ed.brooks]

Was this thread bumped because of the google webinar that was today that talked about this subject?

I didn't even realize there was a webinar today. I got into a discussion on twitter with VJ (Volker Jaeckel) and Jim Lecinski today. I reiterated my thoughts from this post and thought I'd let the community know that Google along with Cobalt and ADP were back putting a push on ZMOT with a new emphasis on automotive.

 

[danoneil]

I liked the webinar and thought it was well worth my time and the $99. We had 3 people watch the presentation. I am fortunate because my company is on the ball when it comes to google. We are going to hire someone who is google certified and can handle all of our google needs with 64 dealerships.

If I was a salesperson on the floor, this webinar could be a game changer for many who view their sales position as a business. I would be all over google +1.

 

[jimbell]

ZMOT does have it's place Ed and even comes down to a customer clicking on a vehicle due to it being competitively priced. Then they research not only the vehicle, but the dealership. Where the rubber hits the road is when the customer comes into the dealership and they experience their FMOT. If ZMOT (online marketing and reviews) suck, then, you will never have FMOT.

 

[ed.brooks]

ZMOT does have it's place Ed and even comes down to a customer clicking on a vehicle due to it being competitively priced. Then they research not only the vehicle, but the dealership. Where the rubber hits the road is when the customer comes into the dealership and they experience their FMOT. If ZMOT (online marketing and reviews) suck, then, you will never have FMOT.

Jim, I absolutely agree with you that there is an extensive period of time when most customers are conducting research on both the car and the dealership. If you choose to call that "Information Search" and "Alternative Evaluation" process the ZMOT, more power to you Brother!

I'm simply pointing out the fact that this consumer behavior has been recognized for decades and contend that you're best served by referring back to a long-proven marketing process: Gaining Awareness (they have to know you exist), improving Perception (thru branding, reviews, having the right car at the right price, etc.), increasing Purchase Intent (you need to make their 'consideration set' and move to the top of it). The marriage of the ZMOT concept to these proven techniques is a powerful combination.

And lastly, I completely agree with both you and Joe, that the car is sold on the lot with a great dealership experience. And you are absolutely correct that if you haven't 'won' the "Information Search" and "Alternative Evaluation" stages, in today's marketplace where customers only physically visit one or two dealerships before purchasing a car, you won't get the chance to sell a car.