Over a year ago, Google released its now infamous ‘Zero Moment of Truth’ free downloadable ebook. The ebook presented an updated version of the traditional view of the customer purchase journey, the original “First Moment of Truth”.
Over a year ago, Google released its now infamous ‘Zero Moment of Truth’ free downloadable ebook. The ebook presented an updated version of the traditional view of the customer purchase journey, the original “First Moment of Truth”. With this new marketing model, Google were signalling that the internet had become an additional customer touch point between the first views of an advertisement to the actual purchase of a product. Zero Moment of Truth (ZMOT) is the process when consumers go online to research products; look for product reviews or searching for vouchers. Google describe ZMOT as: "Whether we’re shopping for corn flakes, concert tickets or a honeymoon in Paris, the Internet has changed how we decide what to buy. At Google, we call this online decision-making moment Zero Moment of Truth – or simply ZMOT." When the ebook was first released the author, Jim Lecinski, said “Why would people make decisions based on the opinions of strangers? They don’t. They make decisions based on the opinions of people like themselves. Which is who they find at ZMOT." Sound familiar? How many times have you asked Google for a review of a product before purchasing? More times than you actually remember, I bet! This first ebook summarised that the fundamental way that consumers buy has now changed forever! Google have recently released an updated version of the ZMOT ebook. This is another freebie from Google and it aims to give you the strategies and tactics on how to best use ZMOT. In Google’s own words – Learn how to show up at the right place, at the right time and with the right content. You can download a copy of this latest release “Ways to win shoppers at the Zero Moment of Truth” from Google. There are a few more videos, like the one above, explaining ZMOT here.