A new "MOT" -- the Zero Moment of Truth (ZMOT), which occurs after the consumer sees an ad for a product but before a purchase is made in store. Precisely, it occurs at the moment when a shopper goes online to research a product and decides whether to make a purchase," stated Jim Lecinski, Author and Chief ZMOT Evangelist, Google.
"Growth in everything from review queries and coupon redemption to mobile usage strongly indicate that this phenomenon is real. But what we wondered is, what does this phenomenon mean for marketers? To find out, we spent a lot of time talking to industry experts and leading-edge marketers, and conducting primary market research, to learn as much as we can about ZMOT ("zee-mot")," Lecinski said.
"Now we're excited to drive industry discussion and pass our findings to marketers in a new free ebook, Winning the Zero Moment of Truth."
- Typical ZMOT moments that happen every day across any industry
- Why marketers should consider ZMOT as important as "the ad" and "the shelf"
- Seven steps to winning at ZMOT, including exercises to identify relevant moments for your brand
If you're interested in learning more about the consumer behavior that's changing the way marketers think about branding and online commerce, you can download Google's free marketing strategy ebook Winning the Zero Moment of Truth, or read it online, we've embedded it below:
Here' the introcution video:
Or, check the Zee-mot web site here.
[Source: Agency Blog]