Today we’re all digital explorers, seeking out online ratings, social media-based peer reviews, videos, and in-depth product details as we move down the path to purchase. Marketing has evolved and modern marketing strategies have to evolve with the changing shape of shopping. Google has written a fine whitepaper on what they call ZMOT – Zero Moment of Truth

Winning the Zero Moment of Truth is an eBook by Jim Lecinski, Google’s Managing Director of US Sales & Service. Jim shares how to get ahead at this critical new marketing moment, supported by exclusive market research, personal stories, and insights from C-level executives. (see and download the whitepaper below)

The whitepaper / ebook contains some interesting data including

  • In 2011 the average US shopper used 10.4 sources of information to make a (buying) decision up from 5.3 sources in 2010
  • 70% of Americans say the look at product reviews before making a purchase
  • 70% of American consumers say that they use a smart-phone to help with shopping
  • 83% say that they do online research after seeing TV Commercials for products that interest
Question is how this might look in your market? Although the ZMOT ebook talks about a development many of us have seen coming for years, it does contain some relevant insights that – at the very least – should make you think about how you approach your customers.

Zero moment of truth google ZMOT eBook

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