The New Ways to Be There When They’re Ready to Shop
Consumers have changed the way they make decisions — as a marketer, have you kept up? To answer that, ask yourself this question: “Where does influence take place as shoppers move from undecided to decided?” It may be in a place you’ve never heard of.
The term “Zero Moment of Truth” or ZMOT, speaks to a new model of consumer information gathering that reflects the digital and social landscape within which consumers shop. It is a new step in the purchase process that comes before the “First Moment of Truth,” — when the consumer first comes into contact with a retail product. In traditional retail, this engagement typically took place in the store aisles.
Understanding the Zero Moment of Truth from a car shopper’s perspective is critical for any modern dealership for knowing how to engage a car shopper when he’s entered the decision-making funnel.
Speaking at the 16th Digital Dealer Conference & Exposition May 6-8 in Atlantic City, New Jersey, industry marketing expert Jeff Sutton’s session will introduce industry marketers to ZMOT and how to use this analytic for growth. Sutton will help automotive marketers learn how to evaluate and apply first- vs. third-party audience targeting data to develop a strategy to reach auto intenders, and how to measure and optimize the results through Google Analytics.
Currently the Director of Audience Targeting with Advance Digital, Jeff works with clients and partners across the US to help craft audience targeting strategies and solutions that deliver measurable results.
“We’ll discuss how the car buying funnel has changed thanks to ZMOT,” says Sutton, “and I’ll share a vendor, device and media agnostic approach to reaching in-market shoppers when they’re most open to receiving your message.”
Jeff recommends his session as a must for professionals responsible for managing the conversion funnel — those who manage display advertising, search engine marketing and social media marketing programs.
Jeff Sutton has extensive experience in the digital space as both a sales and marketing professional; he was an early adopter of digital advertising as a marketer, and has deep expertise around audience targeting strategies and solutions informed by time spent as the Internet Director at a five-rooftop dealership group in the New Orleans area.
