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Jared Hamilton
From: Jared Hamilton
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Robert Powell

Robert Powell Chief Performance Officer

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Does your dealership catch customers at zero moment of truth?

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:  

Cardinale group makeover flexes digital muscle

Online integration aims to catch customers at 'zero moment of truth'

http://www.autonews.com/article/20141124/RETAIL07/311249996/cardinale-group-makeover-flexes-digital-muscle

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