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As Digital Dealers we should all be familiar with the Google’s study that shows the behavior of a current ZMOT Auto buyer:
– The majority of shoppers for automobiles are quite thoughtful – starting the process about 2-3 months before. Still, 14% of shoppers actually report spending less than a week on the decision making process.
– Auto shoppers use on average 18.2 different sources of information – from TV, news articles, online, family, etc. to finally form their decision.
– 97% of auto shoppers will be influenced by ZMOT-style advertising. Marketers should be thinking about how to use ZMOT to drive shoppers right into the dealership.
– 71% of auto buyers used a search engine to help find a dealership
At ZMOT we have proven that a dealership group that embraces digital marketing focused on targeting zero moment of truth buyers with systems that Target - Communicate – Integrate together as one in order to ensure Buyers are delivered at the "Zero Moment" through a direct-path to the dealer specific store.
As featured in this November 24, 2014 Best Practices article in Automotive News: