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ZMOT its everywhere seems like these days. With Google as the general session at Digital Dealer this year I thought I would talk about how we see the execution of ZMOT for dealers. Below are the slides from my presentation. I think these numbers will add up to a pattern if you look at the slides closely.
There is not ONE ZMOT in Automotive there are TWO
People spend as much time consuming online media as they do off
Targeting is getting better & faster online, you can now target display like you target adwords
Offline marketing is just pushing consumers online so you have to be in both and understand where you are pushing them
It doesn’t matter how good you are at adwords or display, if your ad sucks you won’t get the click no matter how relevant you think your message is to the keyword
It doesn’t matter how good you are with your adwords or display and even your ad if your landing doesn’t match what you promised you won’t get the conversion
Remarketing is valuable if you use it right, if you just send the consumer back to the same page they didn’t like before it’s NOT
IT TAKES A COORDINATED STRATEGY ONLINE AND OFF TO WIN, NOT JUST AN INTEGRATED OR BUNDLED ONE
At the end of the day, I still see a lot of “Marketing Partners” who have a product, widget or new shiny object to sell not a coordinated service offering to help the dealer sell & service more cars.