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This has always been the case in the automotive world; people often went to the library to pick up an issue of Consumer Reports to check out what kind of car they should buy before schlepping to multiple dealerships around town. I was recently referred to a book by Google, titled, Winning the Zero Moment of Truth, which details the difference between the "first moment of truth" (in-store review/trial) and "stimulus" (initial marketing intended to drive interest) in customer choice and product marketing.

Basically, the Zero Moment of Truth (ZMOT) is the point at which a shopper decides to do some pre-work on the internet before making any buying decisions. These people jump on review sites, crowd source their friend group on social media sites and search for video demos and deals to help them make their buying decision. Often you see this person in the store explaining to the salesperson the features that they themselves haven't learned about the product yet because, "I have a ton of these products to learn, sir." Yes, I've been that guy. Most recently for a mobile hot-spot to be used by my mother in her office. Later this year I have to buy a new car, and I've already been shopping and reading online reviews for about two months.



Cobalt and Google are partnering in the automotive space with an Automotive Zero Moment of Truth study, which is being undertaken as you read. It outlines the buying process of the vehicle shopper, and how internet study has changed the shopping and decision-making process for vehicle purchase. Check it out; there is still time to be a study subject. You may be able to shape online vehicle shopping history, while simultaneously increasing sales at your dealership.

This post originally appeared at The Polk Blog.

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