Recommended download – “Winning The Zero Moment of Truth”

In the presentation I posted yesterday, I quoted Winning the Zero Moment of Truth by Google’s Jim Lecinski. The quote I used was one of many great insights about how marketing is changing and how the “ZMOT” is having an ever-increasing influence over consumer decisions. The whole ebook–available as a free PDF download–is worth a read, but here are a few highlights:

“Engagement with the customer today isn’t just pouring a message down on their head and hoping they get wet. It really is understanding that you must be present in a conversation when they want to have it, not when you want to.” (Quote from Bob Thacker, Gravitytank Strategic Advisor and former CMO of OfficeMax)

The average shopper used 10.4 sources of information to make a decision in 2011, up from 5.3 sources in 2010. Yes, that number nearly doubled in one year — which shows you just how tough it is for marketers to grab the attention of consumers today. Shoppers are swimming in information.

(In describing how marketers should use mobile to capture ZMOT opportunities, using an example of “a busy mom in a minivan, looking up decongestants on her mobile phone as she waits to pick up her son at school.”) Her ZMOT looks like this: She knows her son isn’t feeling well, and now she’s parked at school with her mobile device, searching for a decongestant. She’s looking for:

1. More information about the product, and

2. Experiences that others have had with the product, and

3. Offers, discounts and coupons

In that moment she’ll make two decisions: what to buy and where to buy it. So when she sees that a particular decongestant has good ratings, and that her local Walgreens is offering a coupon for $1.50 off, that sale has probably been made.

37% of shoppers find online social sources to be an influential driver when making decisions. That was up from 19% in 2010 — nearly doubling in one year.

There’s much, much more where that came from. Download Winning the Zero Moment of Truth, give it a read, and share your thoughts in the comments.

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