Navigating a zero-click environment? For OEMs and dealers, adapting to this new reality is critical to staying relevant and visible.

In this episode, Joe Mills sits down with Dustin Clark, VP of Digital at Element Three, to unpack the impact of zero-click search on marketing strategies. They explore how AI is reshaping consumer behavior, why visibility matters as much as lead generation, and the shifts marketers need to make to win in a zero-click world.

You’ll learn:
Why visibility in search results is crucial for brand success in a zero-click landscape
How to create content that educates, informs, and builds trust without needing a website click
Practical ways for OEMs and dealers to adapt to AI-driven changes in consumer behavior

Things to listen for:
(00:00) Introduction
(01:21) How AI and zero-click are changing search behavior
(03:16) SEO and the evolution of natural language in search
(05:20) Why visibility matters in a zero-click world
(07:04) Building content for AI-driven search and rich snippets
(09:42) Measuring success without website clicks
(11:17) Balancing brand visibility with ROI-focused marketing
(13:42) Customizing experiences to win trust and engagement
(15:14) The role of OEMs in dealer success and lead quality
(17:19) Strategies for co-branded marketing with dealers
(19:22) Overcoming fear in shifting to a zero-click strategy
(21:41) Why visibility and adaptability are critical for the future

Did you know that effective marketplace advertising can drive high-quality leads and faster sales for OEMs and dealers?

In this episode, Joe Mills talks with Bennett Clark, Senior Paid Media Manager at Element Three, about the value of marketplace advertising in the customer journey. From understanding marketplace dynamics to practical steps for dealers and OEMs, they cover how to maximize reach and drive more foot traffic to dealerships.

You’ll learn:

• Why marketplace advertising is critical for OEMs and dealers

• How to use places like RV Trader and GoRollick to connect with ready-to-buy customers

• Tips for launching a low-risk marketplace advertising pilot

Things to listen for:

(00:00) Introduction

(01:06) Defining marketplace advertising for OEMs and dealers

(02:50) The role of marketplaces in customer journeys

(04:11) OEM vs. dealer benefits of marketplace advertising

(05:39) Seasonal considerations for ad spending

(08:57) Tips for launching a low-risk advertising pilot

(11:12) Tracking sales impact and lead attribution

Product launch assets may be limited, but your impact doesn’t have to be. In this episode, Joe Mills sits down with Theresa Goodall, Associate Creative Director at Element Three, to talk about how to build a launch that resonates—even if the product isn’t fully ready. They discuss the role of storytelling, creative timing, and visual strategy in capturing interest before, during, and after launch day.

You’ll learn:

• Why crafting a strong story is essential when assets are limited

• How to keep momentum alive after launch day with strategic planning

• When to use lifestyle vs. product-specific visuals to capture attention

• Tips for aligning marketing and product teams for a seamless launch

Things to listen for:

(00:00) Introduction

(01:00) The importance of storytelling when assets are limited

(02:19) When to start marketing for an unfinished product

(03:56) Building hype with stories when assets are missing

(05:33) Strategies for sustaining interest beyond launch day

(07:18) Aligning product development and marketing teams

(07:50) Essential creative assets for a memorable launch

(10:20) When to use lifestyle vs. detailed product visuals

(12:16) Adapting assets to each stage of the buyer journey

(13:19) Collaboration between creative and performance teams