The Zero Moment of Truth

The Zero Moment of Truth (ZMOT)

As a  a marketer, you need to understand the shift in the marketing landscape and the new strategies you need to implement to win in this changing world.

The Zero Moment of Truth

Google have just released a video which we recommend that you watch as you plan your strategies for 2012 – guaranteed it will be time well spent.

In summary, Google found that people like to do a lot more research before buying things nowadays.    Given that they have the the tools and the opportunity to monitor this there can be no better credible source .  Their research from watching thousands of people for months at a time revealed that people have over 10 “interactions” on average before they buy!

What does that mean to you?

Basically, if someone is going to buy your services or products they want to do more than 10 things before they do so such as:

  • Read your blogs
  • Watch your videos
  • Visit your web site
  • Talk to a friend/friends (online & offline)
  • search your name in Google
  • Listen to your podcasts
  • Tune in to your webshows
  • Read your book

This means that it is more important than ever that your create as many opportunities for “interaction” with people by sharing your knowledge and content with the world in as many ways as possible.

We don’t expect people to arrive at our website and want to “buy” our products and services straight away.  We expect that they will check us out and want to know all  sorts of things about us such who we are, what we stand for, are we real people, and can they trust us etc.

You can grab the Zero Moment of Truth PDF here

With thanks to Daniel Priestly for sharing this video with us

If you want to learn how to do the same then you definitely need to take on board the research from Google and change your ZMOT!

Chris and Susan Signature

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One Response to The Zero Moment of Truth

  1. They sure do know how to make great videos don’t they? 🙂

    I think that’s why I love social media so much – you can’t hide. Everything is out there. It’s time people started to stop being lazy and spent a few minutes researching before they buy.

    I don’t ever buy anything or work with anyone without Googling and doing research and am surprised by so many people who don’t do this.

    Not only that I’m seeing a lot more larger companies (particularly like the utlities and TV) who are now having to spend a large amount of time online managing their reputation – it’s very easy to complain online.

    I’m not sure people have upnto 10 interactions before they buy from you – in an ideal world they would be but I know many who have bought products online believing in the hype and they certainly haven’t had 10 interactions from the buyer, so much so they then complain – but if they had spent a few minutes doing some research they would have saved themselves a lot of heartache and stress!

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