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Jared Hamilton
From: Jared Hamilton
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Exclusive Blog Posts

Women in the Dealer Workforce: Where We Are & Where We Can Go

Women in the Dealer Workforce: Where We Are & Where We Can Go

It’s no secret that women make up a small portion of the dealer workforce and turnover among women is high. By not attracting and retaining women in the …

Car Subscriptions - Q and A with Bill Playford

Car Subscriptions - Q and A with Bill Playford

I had the chance to interview Bill Playford about car subscription services, and how they're going to change the marketplace. Take a look what this ins…

Be The Exception

Be The Exception

How brilliant marketers find and follow what makes their stories different in a world full of average content DrivingSales is excited to announce th…

Keeping Up with the Joneses in Quick Lube

Keeping Up with the Joneses in Quick Lube

More than half of all sales customers will abandon your dealership’s service department in the first year. It’s a widely varying statistic &nda…

It Has Never Been Easier To Be Average

It Has Never Been Easier To Be Average

It has never been easier to be average. This post was written by Jay Acunzo, who will be speaking at the upcoming DrivingSales Executive Summit in Octob…

Next Automotive ZMOT Study Begins in April

PCG Digital Marketing (PCG), a multi-award-winning digital marketing firm has announced that April 24, 2012 will be the start of the 2012 Automotive ZMOT study. The first study in 2011 helped over 200 car dealers nationwide analyze, inspect and refine their digital marketing budgets.

The Zero Moment of Truth (ZMOT) is a concept introduced by author Jim Lecinski, in his book “Winning The Zero Moment of Truth”. Leciniski is a Google executive that studied consumer behavior and search data to create a powerful book that can be leveraged by automotive retailers.

Google research has shown that consumers shopping for a car are influenced by over 18 different online sources before they contact a dealership via phone, a lead form, or walk-in as a sign-up. This period of time is their Zero Moment of Truth.

Reputation Management is Key Focus of Automotive ZMOT

For car dealers, understanding the Automotive ZMOT means that their attention must be equally focused on what is displayed online about their dealership as well as how their physical showroom looks and operates.

The Automotive Zero Moment of Truth study will take member dealers through an educational process that will guide their marketing and budgeting decisions based on the Zero Moment of Truth concept. The study includes training materials, online workshops, and planning materials exclusively for car dealers on this topic. The study will consist of three live webinars and follow-up support for member dealers.

The dates of the study webinars are as follows:

  • April 24th
  • May 8th
  • May 24th

The first Automotive ZMOT study that was held in November 2011 sold out within hours. Dealers interested in participating are strongly encouraged to register immediately by visiting: http://www.automotivezeromomentoftruth.com .  

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