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 .