I’m going to go all marketing on you tonight. With endearing photos of my amazing dog, Edward.
I’m jumping all over the Zero Moment of Truth bandwagon, although I’m just over a year behind. If you’re behind, too, now’s your chance to catch up. I was at Google’s Engage Connect event yesterday and am reminded of why I love marketing. A few things in life inspire me. Ingenius marketing is one of them. If you’re a marketer, take a look at Google’s Zero Moment of Truth handbook. In a nutshell, ZMOT is about the changing influencers of purchase decisions. The traditional purchase model, stimulus >> in-store >> at home experience, is a thing of the past. It now goes stimulus >> Zero Moment of Truth >> First Moment of Truth (in-store) >> Second Moment of Truth (at home experience). This illustration is a neat summation of the two models.
The ZMOT handbook sheds light on the 84% of consumers whose purchase decisions are shaped by the ZMOT. The ZMOT is everything that happens online before you and I go to a store to make a purchase, from product searches to reading reviews to comparison shopping to asking for advice from your followers on Twitter to posting a question on Yahoo Answers. These are among the heaviest influencers of purchase decisions today. So, the handbook provides a recipe to win ZMOTs, although I don’t think there is ever a cookie-cutter approach to these things. But awareness of the subject is a good first step.
For inspiration:
Have you seen Google Chrome’s Dear Sophie Lee video ad? If not, watch it here. You may encounter a teardrop. Or two.
Have you seen Google’s Project Glass video ad? If not, watch it here. We could all rock one of those now couldn’t we?
Have you ever heard of the Re-Imagining Coke, “Hilltop” ad? If not, learn about it here. Coca-Cola is the master of warm and fuzzies.
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Good night!
