Google's ZMOT - Review
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Winning The Zero Moment Of Truth
You already know that I have been a great enthusiast of Google's "plus 1" button and Google's Social Network, called just Google plus which was design to be a Google extension.
What I present now are my motivations, and a review of an interesting free publication called "Winning The Zero Moment Of Truth" by Jim Lecinski, which is a fascinating reading about a new marketing model on Internet.
As all of us are marketers, even the ones who don't recognize this openly, and all of us are interested in traffic, branding, new trends on Internet marketing and so on... This publication is for both customes - buyers and also for business owners.
So we all have a lot in common, this is why I try to point out the new mental model of on-line marketing, brilliantly describe by Mr. Lecinski. I do this to inform you but I strongly recommend to read the entire 95 pages ebook.
You can download here:
http://www.zeromomentoftruth.com
Picture credit: public domain.
What I present now are my motivations, and a review of an interesting free publication called "Winning The Zero Moment Of Truth" by Jim Lecinski, which is a fascinating reading about a new marketing model on Internet.
As all of us are marketers, even the ones who don't recognize this openly, and all of us are interested in traffic, branding, new trends on Internet marketing and so on... This publication is for both customes - buyers and also for business owners.
So we all have a lot in common, this is why I try to point out the new mental model of on-line marketing, brilliantly describe by Mr. Lecinski. I do this to inform you but I strongly recommend to read the entire 95 pages ebook.
You can download here:
http://www.zeromomentoftruth.com
Picture credit: public domain.
What is The Zero Moment Of Truth?
Old Model Of Marketing
The old model of marketing is composed be 3 steps:- Stimulus - you hear about a product from a TV ad, browsing a magazine, reading an article on a blog or ezine, a friend tells you...
- Shelf - you feel like you are interested and you go to a store and buy the product
We call this the first moment of truth - Experience - now that you have the product you go home and start to use it and you like it of not.
We call this the second moment of truth
So gathering info from over 5,000 shoppers who span over 12 categories they discover that the old model is obsolete and is replace now with a new model.
The new one reflect the fact that:
- Today shoppers are educated consumers
- Browsing the Internet to find info is now a habit as the technical learning curve is done, and
- The "fear" of using the Internet is gone.
The New Marketing Model
The number of impulsive buyers is diminishing and they are replaced with people who have a hunger of information.
How are we buying now?
According with Jim Lecinski, the Stimulus, Shelf, and Experiences still exist but between the Stimulus which reflect the moment in which we discover a product, and Shelf which reflect the moment in which we jump and buy the product, nowadays the potential customers want to educate themselves and they browse the Internet and other off-line sources to find out more information about the product.
On the internet there are a growing numbers of sites with product reviews.
I give you just 15 examples, those are general sites which contains many categories or sites which are specialized in just a niche, but all of them contains precious reviews:
To this on-line sites list you must add TV commercial, magazines and ezine articles, Blog advertising, consumer reports you can find in Libraries, and word-of-mouth which still exists but partially was already replaced with a digital-archived medium
This effort to gather more information is called by Google - The Zero Moment Of Truth - and it is happen between Stimulus and Shelf.
The Google's case study show us that:
- in 2010 buyers use 5.3 sources of info, and
- in 2011 they use 10.4 sources of info
And the conclusion of Google study is that in 2011:
- 76% of buyers used the Stimulus
- 84% used ZMOT to shape their decision about buying and
- 77% use FMOT they bought it.
The ZMOT's Benefits
What are the benefits of a Zero Moment Of Truth?In a nut shell ZMOT :
- Save you money , as you will discover in research many places from where you can buy and a variety of prices, in a bad economy this is priceless
- Save you time, it happens in real time, as your research is on-line and you can buy on-line from the best place for you, no more hanging around malls
- Help you to improve your life, as you buy exactly what you want, not just something which happen to exist in a local store
- Using the Internet, the conversation is one-to-millions, so the information you gather have a great statistic value
- Others experiences count, and you sometime find special offers, coupons, discounts
- You the consumer are in charge, this add an emotional value to the precess
- In Summary: ZMOT make you find smart choices fast if you are a buyer, and make you promote smart if you are a product owner
They describe in great details that, you the producer, must be sure that the potential customer must find you at the ZMOT, and this way you have a great chance to brand yourself.
In a nut shell, what you, the producer, must do to influence customers in "before the store" moments:
- Talk directly with potential customers through: e-mail, Social Networks, chat and IMs, post Videos on Youtube
- Don't be afraid to create tools for reviews, comments and ratings
- Use message boards on Corporate and Retail sites
- Use On-line Community sites where Moms, veterans, travelers, real people with real problems compare notes
- Look for seller ratings in search results - Do you see the stars at that top? (think Amazon, and many other big company site)
In Summary: ratings and reviews on-line, they are a incredible powerful resources for both customers and businesses and a great tool for branding you as a person, or you as a corporation.
How to Win at ZMOT?
I enjoy reading the entire publication but what impress me was a chapter called " How to Win at Zero Moment Of Truth
In it Google teaches how to find your ZMOT for your business/ product because doing this you end up putting your business/product:
I tell you in a nut shell but this is a chapter (Ch. 6) I really like you to read.
Do you want to win at ZMOT? Sure you do! But how and from where to start the entire process?
- Did you notice that when you start slowly to type your product name in a search box, before you finish, the system gives you an entire list of other terms? Start a list with them
- Does your site or article or campaign appear on the top third of the first result?
- How does your brand appear on the key rating and review sites for your category
- If people search for key phrases from you text ads, what do they see?
Google search box [yourbrand]
Google search box [yourbrand] review
Google search box best [your category]
(replace what I put in [... ] with your staff)
If you win at ZMOT there are 7 common characteristics Google find among the winners:
- You need some one in charge - this was funny but true "if is nobody's job, it's not going to get done" (quote from Jim Lecinski eBook)
- Find your ZMOT moments
- Answer the people questions - but how you know the questions people are asking for? Use Google Trends, Analytics (tip - study your Bounce rate), Adobe's Omniture, Yahoo Answers
- Optimize for ZMOT
- Optimize your sites for Mobile
- Be fast
- Use Video
- Jump In!
I think I give you enough in-site to make you curious, but I stop here because this is a part you MUST READ... so I let you with this home work:
http://www.zeromomentoftruth.com
For your success.
All the best Michey
ZMOT Video
This is basically a great tutorial, it is ANA Webinar held September 2011. Google's Jim Lecinski (the ZMOT author) and John Ross from Shopper Sciences explain the the new trend of pre-shopping precess and implications.
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What is ZMOT?
Loading poll. Please Wait...
VIDEO Learn from the experts about
why ZMOT taps into the emotional side of the shopper's mind
Visit ZMOT to get a free copy of Google's marketing eBook and vook (eBook + videos) titled "Winning the Zero Moment of Truth" to find out how this new consumer decision-making moment is changing the face of marketing for advertisers under our watch..
powered by Youtube
VIDEO ZMOT - The Learning Never Stops
powered by Youtube
How are you shopping?
After years of experience, HOW are you shopping now, and WHY?
The traditional retail shopping is good enough for me
MissSweety says:
I prefer to go to the shop and see the product, especially for clothes. I like shopping and stores :)
I am shopping on-line, as I can compare prices and educate myself about the product
JaguarJulie says:
Once in a while, I make myself take a break and go to either our indoor mall or the new outside mall to get in a little walking and browsing. I've been selling and shopping online for a number of years and truly love this opportunity. I hope my local malls don't close up shop, though!
Michey says:
The on-line experience is evolve as the best choice as gives to customers more flexibility, choices, and user experience vs, a physical stor in your town.
Google's Applications, Social Network on Squidoo
What is unique about Google, it is the multitude of Applications, Gadgets, and now a Social Network, all of them created with the users in mind.
As usual Squidoo is the first source for information. Some lenses are tutorials, some are full of resources, some are just open mind.
As usual Squidoo is the first source for information. Some lenses are tutorials, some are full of resources, some are just open mind.
Google ZMOT News
It is interesting to follow Google ZMOT's own news and publications because this is a trend which is moving rapidly, so we better keep up with it.
- Local business owner held up gangster style!
- And yet, the subject of good online customer reviews was important enough for Google to write about in their latest book ZMOT (Zero Moment of Truth). Fact: 70% of Americans now say they look at product and service reviews online before making a ...
- Four Ways Brands Can Build Better Relationships
- Google isn't just serving up search results these days. It is a part of changing how consumers research and buy products. ?ZMOT: Winning the Zero Moment of Truth? is a must-read Google-published book that recognizes that people come to a brand through ...
- Google Knowledge Graph: Forcing businesses to amplify great content
- Google has spoken of ZMOT before; and winning the Zero Moment of Truth has just become even more real. With the Knowledge Graph coming in to play, the ?first page of Google? being the ZMOT has now taken on a whole new meaning.
- Redefining the Consumer Engagement Path
- Google executive Jim Lecinski released an ebook last year about this phenomenon. Called Zero Moment of Truth (ZMOT), the book describes how marketers need to change their marketing models to leverage that moment and get ahead of their consumers.
Technology Trends
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ZMOT Is A Pre-Shopping Process, Did You Already Use It?
Everybody is a buyer and a seller nowadays, so following the trends of Internet marketing will make you win at ZMOT...
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TrueGhostTales
Apr 14, 2012 @ 4:42 am | delete
- ZMOT. I wonder why I did not come across this handy acronym before.
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Michey Apr 14, 2012 @ 10:16 am | delete
- It is equally important for buyers and sellers
Thanks for stopping by
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flicker
Feb 16, 2012 @ 2:53 pm | delete
- Very interesting info. Thanks!
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billybraveheart
Dec 6, 2011 @ 12:05 am | delete
- Hmmm nice lens, thanks for posting
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aesta1
Nov 22, 2011 @ 8:06 pm | delete
- Thanks for putting this up here. When ebay first came we were lauding this as a marketing triumph and jumped right in to have some experience. The past years, I don't even go but I do visit reviews before I make hotel reservations.
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JoshK47
Nov 11, 2011 @ 12:23 pm | delete
- Quite an interesting read - thanks for sharing!
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- Thanks, the original is a good reading, better then my lens, but I wanted to spread the word
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Tipi
Nov 11, 2011 @ 11:33 am | delete
- Michey, you are absolutely cutting edge, thank you for taking the time to share ZMOT with this outstanding and well informed review!
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- Thanks Tipi, I find it fascinating, as the trend are moving so quickly, we have to go with them...
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spartakct
Nov 9, 2011 @ 5:05 pm | delete
- Nice informative lens! thanks for sharing!
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boycollege
Oct 25, 2011 @ 12:59 pm | delete
- What a excellent information provided about Zero Moment! Appreciate sharing and nice lens creation. I have downloaded ebook and would be reading once free. Thanks a lot for sharing nice information
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aj2008
Oct 25, 2011 @ 4:32 am | delete
- Michey, this is fascinating! But I do think that the ZMOT depends on the location of your target audience. For example, here in the UK, we will go straight to Amazon and search there. But it seems to me that in the US, you prefer to look at personal reviews BEFORE you go to Amazon and could be why us Brits are more successful selling via Amazon.com rather than Amazon.co.uk
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- Hi! At this point when people are in the process of discovering ZMOT it is still based on habits, YES, here we are a little ahead of the curve, we search many sources, reviews in multiple places and Amazon, Yahoo answers as well. It is a caviar to this, if you see that a product doesn't have reviews... this means it is not the top of the list... because people still live reviews when they are satisfied with the product... this will change in time but now the negative reviews are rare...
In ZMOT publication Jim give us only 4 reviews sites, as you see here, I did a research on my own and I give you a list of 15 reviews sites, which include Jim's as well ( copy the list and keep it)... but my point was to show you how extensive is the habit of living reviews and searching more resources.
So I consider reading the original report is a must, because if the buyers behavior is changing, we the sellers must adapt to this trend... and we are buyers as well.
Regards
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ajgodinho Oct 23, 2011 @ 2:30 pm | delete
- I agree, more and more consumers are becoming savvy and empowered in terms of how they shop due to this paradigm shift that has taken place. ZMOT way of shopping is definitely the way to go. Thanks for explaining how it works. Blessings! :)
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- Thank you AJ. I am an enthusiast of following new trends, for a variety of reasons:
1) being a pioneer had value long range
2) we cannot risk to be left outside... sort of speaking...
3) we can improve the quality of life... and more
Thanks for stepping by
Regards
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BarbRad Oct 21, 2011 @ 9:19 pm | delete
- This is certainly food for thought. I didn't know anything about this. Thanks for explaining ZMOT. Looks like I have something else to read. :)
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- Yes, Barbara, my aim has been to create a review to make people aware of this great trend oriented publication, and convince them to read the original.
Thanks for stopping by.
Regards
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dbametrix
Oct 21, 2011 @ 1:52 am | delete
- Excellent knowledge sharing about Zmot. Frankly speaking I didn't now about this. Thanks for improving our knowledge.
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- Thanks you, with technical publications rarely happen to me... "if I start to read... I cannot drop it!" So it happened with Jim's eBook.
This is just a modest review to inform you, but you must download the eBook, you have the link in this lens, and read all of it. You will be impress.
Regards
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OhMe Oct 20, 2011 @ 3:42 am | delete
- Wow, once again you have given me lots of important information that I need to study on. I will definitely be back here. Thanks.
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New Kindle Fire and Touch 3G
I cannot resist to not giving you the heads up on the new models of Kindle! Why? Because the use of Kindle in the learning process is increase and it is now the tool of choice for the mobility, good prices of publications, and "reading when you can" opportunity.
Kindle Fire (Full Color 7" Multi-touch Display, Wi-Fi )
Kindle Fire will be released on November 15, 2011. Orders are prioritized on a first come, first served basis.
But you can Pre-order now to reserve your place in line, click Order Now.
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Kindle Touch 3G will be released on November 21, 2011. Orders are prioritized on a first come, first served basis.
But you can Pre-order now to reserve your place in line, click Order Now
Until then you can get some accessories which are very useful.
Kindle Fire (Full Color 7" Multi-touch Display, Wi-Fi )
Kindle Fire will be released on November 15, 2011. Orders are prioritized on a first come, first served basis.
But you can Pre-order now to reserve your place in line, click Order Now.
Kindle Touch 3G (Free 3G + Wi-Fi, 6" E Ink Display, 3G Works Globally )
Kindle Touch 3G will be released on November 21, 2011. Orders are prioritized on a first come, first served basis.
But you can Pre-order now to reserve your place in line, click Order Now
Until then you can get some accessories which are very useful.
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This is Michey, Mobile Marketer, Affiliate marketer, Digital Product writer, Web 3.0 enthusiast.
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