The Zero Moment of Truth (Google)


Things, technology and more important behaviours are changing, so Marketing should do so. I kind of like the this book released by Google last year. At least, the way it starts is pretty inspiring!

Written by Jim Lecinski, Google’s ManagingDirector of US Sales & Service and Chief ZMOT Evangelist, the book speaks to the “moment where marketing happens, where information happens, and where consumers make choices that affect the success and failure of nearly every brand in the world”

Check below some key stats:

What this means is consumers, shoppers, people have a plethora of information sources at their disposal and they are using them.

– 70% of Americans now say they look at product reviews before making a purchase
– 79% of consumers now say they use a smart- phone to help with shopping
– 83% of moms say they do online research after seeing TV commercials for products that interest them

google new book

google new book

What I’m very sure about is the fact that today the Moments of truth have been multiplied and the funnel and journey is much complex, rich and multi-channel thatn few years ago.