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Winning the Zero Moment of Truth - ZMOT
Whether we're shopping for corn flakes, concert tickets or a honeymoon in Paris, the Internet has changed how we decide what to buy. Today we're all digital explorers, seeking out online ratings, peer reviews, videos, and in-depth product details as we move down the path to purchase.
At Google, we call this online decision-making moment the Zero Moment of Truth-or simply ZMOT.
Download "Winning the Zero Moment of Truth", a free, powerful new video-enhanced eBook by Jim Lecinski, Managing Director of US Sales & Service and Chief ZMOT Evangelist at Google. 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 at global leaders like General Electric, Johnson & Johnson, and VivaKi.
If you're a marketer, a CEO, a sales rep, or an aspiring entrepreneur, this video-enhanced eBook will help you understand this shift in the marketing landscape and show you the strategies it takes to win.
53 pages, Kindle Edition
First published June 24, 2011
81 people are currently reading
472 people want to read
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Displaying 1 - 30 of 55 reviews
December 30, 2019
Marketingo srityje dirbantiems arba ja besidomintiems bus pakankamai įdomu. Knyga trumpa, ir nors parašyta seniai, yra vis dar itin aktuali.
September 14, 2011
This was my beach reading over one weekend. I was able to extract a few bits of practical information. But overall, it was Google advertising disguised in the form of a marketing book. The author lost me when he used "there will be over 10 billion people on mobile devices" to substantiate one of his arguments about optimizing the mobile experience. It's the same thing as saying there are 5 billion people with mobile phones in the world right now. It's "mobile subscribers", not "people" I believe they're referring to, which is a huge difference. Interesting quick read, nonetheless.
To make the long story short, companies need to be where their customers are before purchasing decisions occur. The author refers to this as the "zero moment of truth," -- it occurs when your prospective customers / customers are researching your product online, on review sites, looking your restaurant up on Yelp, exchanging information with other users on forums, etc. You can either participate in these spaces or you can choose not to. But these days, you really can't afford not to listen to what your customers are saying about your company & your products/services.
To make the long story short, companies need to be where their customers are before purchasing decisions occur. The author refers to this as the "zero moment of truth," -- it occurs when your prospective customers / customers are researching your product online, on review sites, looking your restaurant up on Yelp, exchanging information with other users on forums, etc. You can either participate in these spaces or you can choose not to. But these days, you really can't afford not to listen to what your customers are saying about your company & your products/services.
December 4, 2011
In marketing there seems to be the concept of 1st moment of truth, when a customer sees your product in the shelf and contemplate on buying it, and the 2nd moment of truth, the experience a user has with using your product. This book propose an addition to these moments with the notion of the 0th moment of truth that is the time after a customer has been stimulated by an advertisement about your product and before the 1st moment of truth. In the 0th moment of truth the customers will go online and search to find more about your product before even contemplating on buying it. Companies must have a strategy to anticipate and take advantage this 0th moment of truth and this book provide very generic pointers on how to achieve this.
July 31, 2017
It's an excellent book for those working in the areas of Brand Building, Brand Marketing or Customer Service (CRM, CXM). The book describes and details the concept of MOT (Moment of Truth) in a lucid way. The distinction among the 3 MOTs ( ZMOT, first MOT and second MOT) is splendidly laid out. The importance of ZMOT is empirically delivered. Having worked in the Service industry, i related very well to lot of concepts that the book talks about. The bonus is the mention about some of the tools that could help with establishing a robust ZMOT approach.
A good read for anyone to understand how digital tools are shaping the customers' decisions and choices and how no brand could take things for granted.
A good read for anyone to understand how digital tools are shaping the customers' decisions and choices and how no brand could take things for granted.
January 9, 2014
★★★★� I tried this one for several reasons:
� I wanted to try the new vook format. (Yes, "v"ook, which is an enhanced eBook with audio/video.)Luckily, I enjoyed it quite a bit. Hey, the world has changed, Big Time.
� I needed a "ZZ" title alliteration for a challenge.
� It was free on Amazon/Kindle.
June 19, 2012
Nice book about the Zero Moment of Truth. Tells you about Google and internet promotion. Simple but good. Finished it in a few hours and I really liked it, but I guess I wanted more.
June 11, 2018
This book is a short read. I finished it in under 90 mins. Yet it is one of the most important books I think anybody who owns or works within a business could read.
Zero Moment of Truth (or ZMOT) refers to the way modern buyers of all products and services decide who to buy from. This applies from the big, expensive purchases like cars to widescreen TVs, to the best sticking plasters or washing detergent to buy.
As buyers, we search online for information and then make a buying decision accordingly - even if that purchase is made offline.
This book may be dated now but it’s as relevant (if not MORE relevant) than ever. A must read for anyone in marketing or business.
Zero Moment of Truth (or ZMOT) refers to the way modern buyers of all products and services decide who to buy from. This applies from the big, expensive purchases like cars to widescreen TVs, to the best sticking plasters or washing detergent to buy.
As buyers, we search online for information and then make a buying decision accordingly - even if that purchase is made offline.
This book may be dated now but it’s as relevant (if not MORE relevant) than ever. A must read for anyone in marketing or business.
June 18, 2017
Spot on
As a millennial marketer this truly hit home and was refreshing to hear. Looking forward to integrating some of these concepts into our business and discuss amongst our dealer base.
As a millennial marketer this truly hit home and was refreshing to hear. Looking forward to integrating some of these concepts into our business and discuss amongst our dealer base.
July 10, 2019
Probably late to the game reading this, given it was "new" information in 2011. The book provides a basic understanding of the new step in a conversion funnel and how shoppers now manage their own information collection.
August 1, 2020
Most of the message in the book is in the title!
Beyond the title -where I already gathered there is something called the Zero Moment of Truth - there's not much more I gained from this book.
Beyond the title -where I already gathered there is something called the Zero Moment of Truth - there's not much more I gained from this book.
January 5, 2018
Great book
August 29, 2018
Great ideas on keeping your marketing compatible to (or ahead of) modern consumerism populating the material they need in order for your product to be the ZMOT selected by them.
March 23, 2019
A bit dated book (or maybe I am reading a tad too late!) but an interesting look on what the world was in 2010-11 about digital influence, and how it continues to evolve so rapidly!
October 15, 2020
Quick practical ZMOT guide.
January 11, 2021
Excelente libro, lo he adoptado para mis cátedras de la universidad.
April 25, 2021
Lo leà en el 2021 y quedo obsoleto. Me gusto y me interesó entender cómo se pensaba el marketing antes de esto pero no me deslumbró.
September 20, 2021
Zmot
Lots of technical jargon but it was explained well. If i was still in college or in a different line of work this would have meant more to me.
Lots of technical jargon but it was explained well. If i was still in college or in a different line of work this would have meant more to me.
June 4, 2023
Very interesting. Already a bit dated but worth the read. Only took an hour or so. I have a signed copy which is totally cool.
March 31, 2025
Probacu ovo da primenim. Mozda ce ovaj pristup unaprediti marketing moje firme
February 13, 2020
Un concepto que aunque no sabÃa que existÃa, llevo mucho tiempo practicando.
March 5, 2017
Leitura interessante sobre uma mudança que já vemos acontecer há algum tempo na nossa forma de descobrir mais sobre os produtos/serviços antes de adquiri-los e no quanto isso tem poder sobre nossa decisão de compra. É notável a facilidade que temos hoje para o acesso e troca de informações através da web e o ZMOT (Zero Moment of True) aproveita-se dessas condições para acontecer, além de aproveitar-se também de uma tendência natural que temos em querer compartilhar com outros indivÃduos nossas opiniões e experiências vividas, principalmente aquelas que consideramos positivas.
A propaganda boca a boca ganha dimensões gigantescas com o meio digital. São milhares de sites/blogs de reviews e comentários sobre produtos, vÃdeos no Youtube, tips no Foursquare, 'likes', 'tweets' e '+1', acessÃveis a qualquer momento e lugar (não se pode deixar de lado o crescimento do acesso mobile) através da web e é este conteúdo que tem contribuÃdo cada vez mais para formatar as decisões de compra dos consumidores.
Acho uma leitura válida para todos aqueles que lidam diretamente com marketing digital, análise de métricas e redes sociais e concepção de produtos/serviços para a internet, mas também para os donos de negócios que desejam ampliar cada vez mais sua noção sobre o quanto a internet pode interferir na imagem do seu produto diante dos consumidores. Foi-se o tempo em que apenas ter um site no ar era o suficiente.
A propaganda boca a boca ganha dimensões gigantescas com o meio digital. São milhares de sites/blogs de reviews e comentários sobre produtos, vÃdeos no Youtube, tips no Foursquare, 'likes', 'tweets' e '+1', acessÃveis a qualquer momento e lugar (não se pode deixar de lado o crescimento do acesso mobile) através da web e é este conteúdo que tem contribuÃdo cada vez mais para formatar as decisões de compra dos consumidores.
Acho uma leitura válida para todos aqueles que lidam diretamente com marketing digital, análise de métricas e redes sociais e concepção de produtos/serviços para a internet, mas também para os donos de negócios que desejam ampliar cada vez mais sua noção sobre o quanto a internet pode interferir na imagem do seu produto diante dos consumidores. Foi-se o tempo em que apenas ter um site no ar era o suficiente.
June 22, 2016
This book takes a deep dive into how the shopper of today is different and how as a marketer you need to change the way you advertise, communicate or design your offerings to suit this new shopper/consumer. It is time you become a part of the change and embrace it rather than just waiting for the right moment. The earlier you hop onward and start defining your ZMOTs the higher the chances are that you will succeed. Like they say in the book its no longer just about the Stimulus, Shelf and Experience, the ZMOT is equally important as your FMOT or SMOT.
The real fun will be to actually pick these concepts up and try and implement them in your business to actually measure the results.
The real fun will be to actually pick these concepts up and try and implement them in your business to actually measure the results.
August 8, 2011
This is one of those “business books� that’s both enlightening and entertaining. Jim Lecinski is a Sales VP at Google, and he’s written a fascinating volume about how the Internet has not only influenced our buying decisions, but actually changed how we buy. No question � the tectonic plates of marketing have shifted, and this book will help you understand what it means to you and your company � and how to use this shift to your advantage. This is a video-enhanced eBook that’s available for download at Amazon for the low, low price of � $0. It’s worth a lot more than that!
October 24, 2012
When did I become a marketing nerd? Since I'm attending a conference in a few weeks where a Google rep will be address the zero moment of truth (which sounds like the song title from an old Smiths album), I wanted to be aware of the subject matter. It's a quick read--no more than a hefty pamphlet in length--but it provides some good insight into consumer trends that isn't complete marketing babble. Considering I like marketing as a psychological exercise, the information given played into that form of nerdery.
July 21, 2016
I blazed through this book in about 35 min. It's a good read for anyone that is involved with managing a consumer brand.
Most of it is intuitive and old news to anyone that has a smartphone, but this book, written by a Google employee about the impact of search on consumer decisionmaking, wraps it all up into a useful framework that is worth downloading into your brain.
Not overly Google centric, although it's immediately clear why this book is free - it is an agnostic evangelism piece for SEO and paid search advertising.
Most of it is intuitive and old news to anyone that has a smartphone, but this book, written by a Google employee about the impact of search on consumer decisionmaking, wraps it all up into a useful framework that is worth downloading into your brain.
Not overly Google centric, although it's immediately clear why this book is free - it is an agnostic evangelism piece for SEO and paid search advertising.
August 22, 2011
A few interesting tidbits, but for the most part I'd hope any internet marketer already knows this stuff. This is geared mostly towards the high-end level of management and I don't doubt Google put it out as a way to convince business owners to spend more money (or any money) on Google advertising - not that they shouldn't be. In fact, business owners really should consider what is in here, but Google most certainly does not have completely altruistic motives for putting this out.
August 16, 2012
The concepts are probably familiar to digital marketers but as I'm not one, I found the arguments were intelligently presented and the topics were written in an easy-to-understand manner. The ideas presented in this book are just as applicable to the conglomerates with million dollar ad budgets as the mom-and-pop boutiques, and is a must read for any individuals who sell any products or services in the digital age.
April 10, 2013
Read today, this books reads like a list of truisms. Things that we kind of take for granted but should definitely have in mind while working for any brand. However going through the tips in the book, you get a feeling that these practices will work best for large organizations that already have a significant presence in the market. For start-ups looking to make a mark, ZMOT is important but winning ZMOT moments will prove to be quite the challenge.
July 21, 2011
There was really nothing in this book that isn't already obvious for 2011 mobile marketing. Though if you are a retailer that doesn't even know what FMOT is, then I recommend this book. Downloading the iBook made this read more interesting as every chapter has a video testimonial that sparks a "I have to read more" feeling.
May 31, 2012
The key takeaway of this book is that you need to engage with your customers because they are already researching you. Weather your target is soccer mom's choosing children's aspirin or a company choosing a new ERP system they are seeking advice online and approaching the purchase of your product informed
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