There has been a lot of talk lately about the process that buyers go through before making their final decision to purchase a new or pre-owned vehicle from a dealership. Back in the old days of the car business it was as simple as the potential buyer hearing or seeing your ad on the radio or in a newspaper, getting in the car and driving to your dealership, test driving the car, negotiating a deal and ultimately diving off in their new car. While this is still a part of the car buying process a bigger piece has been thrown right smack in the middle of it all. This new trend referred to as the Zero Moment of Truth (ZMOT for short), relates to how buyers are now more than ever utilizing as many forms of media (digital, print, radio, television) to make their final decision. While the ZMOT theory relates to pretty much any industry and the process buyers undergo, it is even more important than ever when you consider the financial and emotional impact of buying a car.

Take a look at the chart below from a Google/Shopper Sciences study on the sources that buyers use in the car buying decision. According to this same study the average buyer visits nearly 18.2 sources when researching their next vehicle purchase.

 

So what does this tell us? The simple fact of the matter is that buyers are spending more time online to obtain as much information as they possibly can before making a buying decision. If the above numbers hold true it tells us that a dealership now has to focus their efforts on everything from search engine optimization, website design, 3rd party advertising sources, social media and reputation management and more to stay in front of potential buyers. Dealerships with poor search engine rankings, negative reviews, poorly designed websites and a disregard for the importance of social media are going to fall behind their competition of who understand this is the new way of marketing.  

At Liquid Motors we offer dealerships a consolidated approach to getting their hands around all aspects of their online marketing. By streamlining processes and speeding their time to market we are able to help them tackle the Zero Moment of Truth and increase their visibility across the multiple online channels that buyers are using when buying their next car.

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