Winning the Zero Moment of Truth - ZMOT
I’m passionate about marketing. I believe consumers will tell us what they want and need in their lives, if only we will listen anew every day.
At Saatchi & Saatchi X, we recently conducted a study to understand the emotional benefits that drive and influence shopping behavior. Those benefits, we found, include the satisfaction of deep needs for self-creation, mastery, security and connection.
Shoppers today want to explore and think about how products can improve their lives. They do reconnaissance to gain the insights they need, and they’re driven to bond with others and enrich relationships as they learn. They are motivated by a desire to take charge of their own identities and the well-being of their families and homes.
The process of meeting those shopper needs begins at the Zero Moment of Truth.
Most of us understand the critical decision moment at the shelf — the First Moment of Truth, as we named it when I was at Procter & Gamble. Yet today’s consumers know so much more before they reach the shelf. They find incredible detail online, from every possible source, about the brands and products that matter to them. They browse, dig, explore, dream and master, and then they’re ready to buy with confidence. And what they learn, they share with others.
The Zero Moment of Truth influences which brands make the shopping list, where shoppers choose to buy and with whom they share the results. It’s up to us to join the conversation at this new moment where decisions are being made, and to provide the information that shoppers naturally crave, in all the ways that they crave it.
I’ve known and respected Jim Lecinski for many years. He and the Google team have been trusted colleagues and advisers through the amazing growth and new opportunities of the online world during my tenure at Procter & Gamble, as well as in my current agency leadership role.
This book will help anyone interested in those new moments before people buy, those Zero Moments of Truth where first impressions happen and the path to purchase often begins. If you care about helping shoppers explore, dream and find what they’re looking for — in short, if you’re passionate about the future of marketing — this book is for you.
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