Archive for category ZMOT

From the Trenches – Ralph Paglia’s “Fundamental” Presentation at DD12 – Automotive Digital Marketing Professional Community

From the Trenches – Ralph Paglia’s “Fundamental” Presentation at DD12 

Tom Gorham writes: “For those of us that have been on the Internet side of this business for what seems like a lifetime, Ralph’s presentation was validation and a wonderful reminder of how we got here and the vastness of the current digital landscape that is still growing at exponential rates.  But the class was listed as “Fundamental” for a reason.  For dealers and sales managers who always thought the Internet was simple, “Just getting leads, sending emails, and selling cars,” it was a brilliant demonstration of the length and breadth and depth of knowledge behind the current position of Internet Management and Digital Marketing.  I’m a hands-on Internet Sales & Marketing Manager who likes to do a lot of the nitty-gritty detail work myself.  And if I out-source something, I like to constantly collaborate with the company I hire.  I truly appreciate a vendor who understands and respects my need to be involved and not just hand over responsibility for the job at hand.”  Use the link provided to read the entire article…

via Automotive Digital Marketing Professional Community.

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Playing Keep Away – Joe Webb Video

Playing Keep Away

JOE WEBB VIDEO: Another funny and insight producing video vignette by Joe Webb that shines a light on one of the many ways digital marketing ignorant people in car dealerships chase away many thousands of dollars in gross profit and dozens of units sold each month… You gotta watch this clip!  Use the links provided.

via Automotive Digital Marketing Professional Community

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From the Trenches – Eyes Wide Open

From the Trenches – Eyes Wide Open

Tom Gorham writes; “Do you feel more comfortable with studies and polls? Steve Jobs said, “You can’t just ask customers what they want and then try to give that to them. By the time you get it built, they’ll want something new…  You can’t connect the dots looking forward; you can only connect them looking backwards. So you have to trust that the dots will somehow connect in your future. You have to trust in something — your gut, destiny, life, karma, whatever.”  So when staring at 800 million Facebook users, try having a little faith.  This is a new idea with hundreds of years of history.  Waddaya think?”

Use the link provided to read Tom Gorham’s entire article and then use the comment feature to share your opinions with over 5,000 automotive professionals…

via Automotive Digital Marketing Professional Community.

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Why ZMOT is BS

Why should Google ZMOT be considered BS?

Larry Bruce asks: So what has ZMOT changed?

 

Actually nothing, the most it has done is made us aware that customers and visitors have more places than they want to get the information they want about buying a car and that we need to be transparent, something we have all known for some time. It has made us aware that the first point of contact and decision is on the web not on our lot, again something we have known now for many years.

 

At the MOST ZMOT may have made more dealerships see that the conversion is the point of your web marketing, without it you don’t have a chance to gain the rapport and relationship you need to sell the car.

 

That brings me to the ONE THING… there is a single action that can dramatically affect your ability to convert leads and sell customers today. That is NOT giving the vital information needed to make the decision to consider you dealership in the buying process.

 

Marketing is so fragmented today and every visit is so fragile that it only takes ONE THING to not look right to your visitor, ONE THING be clouded, one moment where you message isn’t clear or its too hard to get the information the visitor or customer wants or needs for the them to just move on or that lead to just not email you back or just not answer the phone when you call.

 

 

 

“It is all too easy today for consumers to just cut you out of the buying process for you not to be ultra-transparent and more importantly HELPFUL. The bottom-line the consumers web shopping experience when it comes to automotive is more of a process of elimination not one of inclusion”

 

 

 

So the ONE THING is more of a ZMOL (Zero Moment Of Loss) if you have marketed or sold in the car business long enough you have experienced it, you have even seen it physically that moment when you know you just lost the sale.

 

 

via Why ZMOT is BS – Automotive Digital Marketing Professional Community.

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