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Marketing from Google:ZMOT e-Book!

July 4, 2011 by · 5 Comments
Filed under: SEO 

When it comes to marketing,  you’d have to first realize that there has been a TON of material written on same about every conceivable strategy and tactical methodology over the past 100 years. Add in digital thinking too and that TON has grown considerably – and just last week, Google themselves published a great new e-Book on ZMOT  or “Winning the Zero Moment of Truth” and I thought it important enough to feature here today.

First, credit here is due to a Jim Lecinski, a Google Chief Evangelist for ZMOT, who is also their U. S. Managing Director, Sales & Service and that alone says much to me.

He writes well and succinctly too, for deep theoreticals that speak directly to what marketing is to a new lead/client/customer and I sat and read the whole printed out tome…and thought to myself “geez, I gotta let that sit overnight and then read it again….” and I did just that. In fact I’ve just finished my third run-thru with a couple of highlighters and there is much to ponder and learn…and I’d HIGHLY recommend that you go and get this marketing e-Book right here…

That said, what’s it about? Well, here’s how Google themselves explains the rationale behind the creation of same on their own blog here –

“Once upon a time, marketers believed that shoppers made up their mind about a product in about the time it takes to read this sentence.

The three to seven seconds a shopper considered a product on a store shelf, it was claimed, was a critical moment — what P&G termed the “First Moment of Truth,” or FMOT (“eff-mot”) — the moment when all the advertising a consumer has seen for a brand will either pay off with a purchase, or not.
Since then, FMOT has become one of those ideas, like “tipping point” and “purple cow,” that we all know (at least by name). It’s one of three widely-accepted “moments of truth” for a product — the other two being when the consumer sees an ad for the product (the stimulus) and when she uses it for the first time (the experience).
These concepts still hold true today; they may be even more relevant given the continued emergence of strong store brands. But thanks to the web, we’re seeing the rise of an additional class of critical brand interactions — a new “MOT” — the Zero Moment of Truth (ZMOT), which occurs after the consumer sees an ad for a product but before a purchase is made in store. Precisely, it occurs at the moment when a shopper goes online to research a product and decides whether to make a purchase…”
As you can see, they built on the basic premise of the “FMOT” and turned that into their own branded “ZMOT” and I like that – and after 3 reads, I’m “getting” it too…the e-Book speaks to typical ZMOT moments that happen in any channel; why marketers should consider ZMOT as important as the advert and the shelf and seven great steps to identify relevant opportunities for your brand.
This is deep stuff.  If you have a Canadian SEO campaign up and running then this is not a gloss-over-’n-toss-0ut type of e-Book either. This is well worth the time if you ever wanted to consider the background for your marketing campaigns….honest it is!
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5 Responses to “Marketing from Google:ZMOT e-Book!”
  1. Jim Lecinski says:

    Thanks for reading ZMOT! Glad you found it helpful, and hope your readers do as well.

  2. Jim says:

    @Jim…muchly appreciated your shout-back here….and I’d be one of the first ones to admit that it took several – and I mean several – readings before I began to understand the whole MOT thingy…..as a consumer it’s not something I’d ever been concious of before….but the tome helped me to understand the zeitgeist of same….AND…the marketer in me said “hmm…maybe there is something I can use here to promote my own clients marketing programs!” So thanx Jim…in fact #Kudos!
    :-)

    Jim

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  2. Zoomit.ca says:

    Marketing from Google:ZMOT e-Book!…

    When it comes to marketing, you’d have to first realize that there has been a TON of material written on same about every conceivable strategy and tactical methodology over the past 100 years. Add in digital thinking too and that TON has grown consider…

  3. BizSugar.com says:

    Marketing from Google:ZMOT e-Book!…

    When it comes to marketing, you’d have to first realize that there has been a TON of material written on same about every conceivable strategy and tactical methodology over the past 100 years. Add in digital thinking too and that TON has grown consider…