By now, most marketers have heard of The Zero Moment of Truth (ZMOT), a groundbreaking portrait of how consumer behavior has transformed in the digital age. Today, Google, in partnership with research house ShopperSciences, produced a video capturing the ZMOT experience as applied to the automotive industry. Based on interviews with 500 automotive purchasers, this video provides conclusive and compelling insight into which influences have the most impact specifically on the car shopper. Take a look at this never-before-seen glimpse into true automotive buying behavior, released just today.
The new car shopper path to purchase is the heartbeat of every automotive discussion happening now. Over the coming months, Cobalt will work with Google and other thought leaders to bring even deeper insights into automotive shopper behavior-insight that dealers can use to sell more cars by truly connecting with today’s customer.