Google and ZMOT

For me it was a great surprise to have on my hands a technical eBook which I couldn't drop after I started to read.
This usually happen with good novels but also happen to me with Jim Lecinski's free eBook "Winning the Zero Moment Of Truth".

What it is? Just a study case of buyers behavior which happen under our watch, a new trend in marketing.

As each of us is a buyer and a seller under the same hat, I suggest reading the entire eBook even though it has 95 pages, don't be worry, excluding the fancy graphics it is probably around 86 pages of pure text:

The Zero Moment Of Truth

If you want to find out in summary, you can read a short presentation I create:

Google's ZMOT Review

As much I like people to read my posts, I have to be honest to tell you that reading the entire eBook is preferable in this case.

In this post, I am not going to duplicate content, but I give you my humble opinion

Time to tell you a 2 month old little story.

I am walking one hour per day to keep myself in shape.  So my snickers must be replace frequently.  In august this year I decided that I needed a new pair.

What I usually do?

I love FILA. So I opened an on-line FILA-Store, one I used in the past to buy from, and I chose a pair.

What I did this year?

I went on my favorite FILA store... and I didn't like the new prices and even the new models, so I spent an entire evening doing research. I browsed 5-6 other on-line stores which had running shoes, I looked at ratings, I read comments and reviews. I made a list of 3 snickers I like, but they were brands I wasn't enough familiar with. I opened a couple of review sites: Yelp, Epinions, and I read a couple of reviews.

I finally found the right snickers for me, a model I like, at the right price, they are not FILLA but a brand with great reviews (Adidas Kanadia).

This is precisely

The Zero Moment Of Truth

between I knew a product I wanted and I bought it, I spent my time to find exactly what I wanted, with other words, instead to be an impulsive buyer, through research I educated myself to find exactly what I want.

Google calls this the zero moment of truth. According with their statistics, in 2010 shoppers searched 5.3 sources to find info, and in 2011 shoppers searched an average of 10.5 sources of info prior to take a decision about what they want and if they want to buy.  It is a double in just one year.