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The “Zero Moment of Truth,” a term coined by Google in , fully emerged in the mids when mobile device adoption rates skyrocketed. But there’s one up-and-coming buzzword that may have more substance to it than most: the “Zero Moment of Truth.” Coined by Google in their. After all – Google are saying that their Zero Moment of Truth model represents the death of the sales funnel. Really? I don’t think so Of course.

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How do they search for the problems, wants or needs your products or services solve?

The exact approach will vary depending upon business, location and too many variables to cover here social media, search ads, display ads xmot content amplification are at least a start in the right direction.

If you have ever wondered why the supermarket moves everything around, then you will find answers in the studies conducted into impulse or unplanned purchases. Where can I buy a guitar tuner?

Find the best price. Marcus Miller on February 29, at Their experience can easily create negative or positive feedback that feeds into the Zero Moment of Truth for future customers, so it is critical to support and encourage advocacy at this stage. Patience is at an all-time low, and we can act immediately and expect to find relevant, useful content to aid us in our decision-making process. Here’s what he had to say. Soon, the airline was struggling no more. Certainly, there are indications that reducing shopper efficiency results in more time in store, more product interaction and more unplanned or impulse purchases.

With the ZMOT falling directly between the initial stimulus and the FMOT the purchaseinterested consumers now have unlimited resources at their fingertips for research, fact-checks, price comparisons and testimonials.

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I could imagine a few hours and lots of reading. Customers have questions, and we must have the answers. This is where your product or service has to deliver on the promises made by your marketing. Users no longer wait for what they need. The ZMOT can happen on search engines and social networks, and the net result is a more confident and well-informed purchase decision. Then, ensure you turn up and look good. We have the tools to become more informed in our purchases.


People expect answers quickly, via multiple channels. Content at the Zero Moment of Truth needs to be self-serve information regarding your product, industry, category and service. We have changed the game.

The second moment of truth is all about helping your customer have a smooth experience with your product, whether that is a razor or a holiday, a burger or a mountain bike. This morning, whilst researching tinnitus for a friend, I stumbled across an article detailing how diet affects the condition. The third moment of truth is after the experience.

And make no mistake, consumers revel in their new role.

Zero moment of truth (ZMOT) decision-making moment – Think with Google

Use the search engine to help you research your customers. In our modern marketing environment, the First Moment of Truth is not restricted to viewing products on shelves. The goal of this so-called stimulus phase was to broadcast the brand message to as many people as possible through mass media communication including newspapers, magazines, billboards, radio and television.

Ads are no longer as effective as they once were. The FMOT relates to that moment when a potential customer experiences a product on a store shelf physical or digital in Some nurturing is needed here, and instances of stellar customer support can help. For some purchases, this will be much quicker. The takeaway here is that users now conduct research, read reviews, compare brands, talk to friends, watch videos, interact on socially driven sites from Facebook to Trip Advisorread news and even visit brand websites to make decisions — and all of this is done at the Zero Moment of Truth.


You must be absolutely certain that your technical SEO is dialed in and Google understands your business. This is where you transform a customer into a fan. Find the best service, and then make a well-informed fs. I will search for the brand. Fifteen years ago, the marketing messages we received were all thrust at us via TV, radio, print, PR and word of mouth. The opportunity is clear.

This does not always have to be complicated. I will look for reviews. The “Zero Moment of Truth,” a term coined by Google infully emerged in the mids when mobile device adoption rates skyrocketed, social media networks took off and unbiased third-party review sites took center stage. The article was published by a company that produces a range of tinnitus supplements. Whether you use paid ads to promote content that answers a potential customer question with a special offer at the end or you show a banner for your business with a special offer on an existing piece of content, you must think about your users.

In many ways, this is nothing new.

I have two boys, ages nine and four. The touch points are more numerous. Businesses have been advertising for hundreds of years and, until very recently, the process has remained largely unchanged.

This was inand smartphone adoption has only grown ever since. Given the age of these stats and the stratospheric rise of smartphones and the mobile internet, we can only imagine these statistics are conservative at best.

And, being a bit lot of a geek, I will likely look into the science and studies that back up the claims made by the product.