Zero Moment of Truth – a change in consumer and business buyer behavior

  • zero moment of truth google graph

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

View more documents from Michael Leander

>> If you want more like this, why not get the 360 Degree Dialogue Brief Newsletter from Michael Leander Company
>> or go here to see if Markedu has a free webinar about this topic


About the Author:

Michael Leander is an award winning international speaker, trainer, consultant and board member. He speaks about topics related to marketing automation, email marketing, social media marketing, digital marketing, direct marketing, CRM and loyalty marketing. A consistently highly rated keynote speaker, marketing workshop trainer and panelist, he has shared his knowledge in more than 40 countries. Practicing what he preaches, Michael Leander also shares his knowledge and ideas on his blog and in all of the most popular social channels. Michael Leander hails from the Kingdom of Denmark.