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Ed,  Here's how I see it...

ZMOT has 2 tasks. 

There is the ZMOT VISIBILITY task, then there is the ZMOT MESSAGE.  If no ZMOT visibility, then all else fails.

 

Once you conquer ZMOT visibility (Local SEO, inventory distribution, vAuto, PPC, Retargeting, Microsites (SEO), etc...), Then you need to win the ZMOT message game.

Here's the Commitment a Dealer must make to create a GREAT ZMOT MESSAGE

1. Strikingly Great Photos
2. Vehicle Comments that sell the car
3. FMOT Comments that address shoppers fears
4. A real Video walk around that nails all of the above!
5. Lastly, but often overlooked, a full and complete record of all of the options & details

This will leverage the ZMOT visibility investment and produce show room ups.

This is my battle plan for 2012.

1. Photo Booth Upgrade underway
2. Vehicle Comment Generator is acceptable (but has room for improvement)
3. Need to work on FMOT comments/content
4. My new walk-around Videographer is in training now
5. Our options data peeps are as good as it gets!