The Inventory

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

What is The Inventory?

Manufacturers like you want to enter new markets, create lasting partnerships with dealers, and earn lifetime customers.

You want to move inventory.

Taking learnings from our 15+ years serving leaders in the outdoor recreation and commercial vehicle segments, we've created The Inventory —an educational podcast focused on how to win in your distribution model and bridge the gap between manufacturer and dealer.

From dealer programs to product portfolio, we'll cover topics that are relevant to helping you grow market share and ultimately move more units.