ZMOT: Conquistando o Momento zero da Verdade

by Jim Lecinski

O consumidor atual se comporta de maneira diferente com relação à compra, pesquisando produtos na Web antes de adquiri-los. E, por isso, as estratégias de marketing devem evoluir.

No Google, chamamos o momento da tomada de decisão on-line de Momento Zero da Verdade (Zero Moment of Truth) ou ZMOT, sobre o qual criamos um poderoso e-book, escrito por Jim Lecinski, Diretor de Vendas e Serviços para os EUA e evangelista-chefe do ZMOT, que trata de como estar à frente neste momento crucial do novo marketing.

“Este livro ajudará qualquer pessoa interessada nesses novos momentos antes que as pessoas compram, os momentos zero da verdade, em que as primeiras impressões acontecem e o caminho para a compra se inicia frequentemente – Dina Howell, CEO Mundial, SAATCHI & SAATCHI X “

Genres: Business, Nonfiction, Management, Design

76 pages, ebook

First published June 24, 2011

Reviews

[Vilija Sriubiškė · Rating 3 out of 5]

Marketingo srityje dirbantiems arba ja besidomintiems bus pakankamai įdomu. Knyga trumpa, ir nors parašyta seniai, yra vis dar itin aktuali.

[Grace · Rating 3 out of 5]

This was my beach reading over one weekend. I was able to extract a few bits of practical information. But overall, it was Google advertising disguised in the form of a marketing book. The author lost me when he used "there will be over 10 billion people on mobile devices" to substantiate one of his arguments about optimizing the mobile experience. It's the same thing as saying there are 5 billion people with mobile phones in the world right now. It's "mobile subscribers", not "people" I believe they're referring to, which is a huge difference. Interesting quick read, nonetheless.

To make the long story short, companies need to be where their customers are before purchasing decisions occur. The author refers to this as the "zero moment of truth," -- it occurs when your prospective customers / customers are researching your product online, on review sites, looking your restaurant up on Yelp, exchanging information with other users on forums, etc. You can either participate in these spaces or you can choose not to. But these days, you really can't afford not to listen to what your customers are saying about your company & your products/services.

[Rahmad · Rating 2 out of 5]

In marketing there seems to be the concept of 1st moment of truth, when a customer sees your product in the shelf and contemplate on buying it, and the 2nd moment of truth, the experience a user has with using your product. This book propose an addition to these moments with the notion of the 0th moment of truth that is the time after a customer has been stimulated by an advertisement about your product and before the 1st moment of truth. In the 0th moment of truth the customers will go online and search to find more about your product before even contemplating on buying it. Companies must have a strategy to anticipate and take advantage this 0th moment of truth and this book provide very generic pointers on how to achieve this.

[Narinder Bhatia · Rating 4 out of 5]

It's an excellent book for those working in the areas of Brand Building, Brand Marketing or Customer Service (CRM, CXM). The book describes and details the concept of MOT (Moment of Truth) in a lucid way. The distinction among the 3 MOTs ( ZMOT, first MOT and second MOT) is splendidly laid out. The importance of ZMOT is empirically delivered. Having worked in the Service industry, i related very well to lot of concepts that the book talks about. The bonus is the mention about some of the tools that could help with establishing a robust ZMOT approach.

A good read for anyone to understand how digital tools are shaping the customers' decisions and choices and how no brand could take things for granted.

[Lisa Kay · Rating 4 out of 5]

★★★★☆ I tried this one for several reasons:

• I wanted to try the new vook format. (Yes, "v"ook, which is an enhanced eBook with audio/video.)
• I needed a "ZZ" title alliteration for a challenge.
• It was free on Amazon/Kindle.

Luckily, I enjoyed it quite a bit. Hey, the world has changed, Big Time.

[Anastasios Papalias · Rating 3 out of 5]

Nice book about the Zero Moment of Truth. Tells you about Google and internet promotion. Simple but good. Finished it in a few hours and I really liked it, but I guess I wanted more.

[Richard Tubb · Rating 5 out of 5]

This book is a short read. I finished it in under 90 mins. Yet it is one of the most important books I think anybody who owns or works within a business could read.

Zero Moment of Truth (or ZMOT) refers to the way modern buyers of all products and services decide who to buy from. This applies from the big, expensive purchases like cars to widescreen TVs, to the best sticking plasters or washing detergent to buy.

As buyers, we search online for information and then make a buying decision accordingly - even if that purchase is made offline.

This book may be dated now but it’s as relevant (if not MORE relevant) than ever. A must read for anyone in marketing or business.

[super secret sexy bookworm · Rating 3 out of 5]

I picked up this book. Currently, I’m taking a business program and I plan to continue on the marketing track. This book was informational and I enjoyed how well the timeline of obtaining a moment of truth was constructed. There’s definitely a cyclical nature to ZMOT and it’s also repetitive, while having a definite starting point for assessment. I’d say that this book was pretty impactful, especially as someone who is still learning about the subject. It’s very relevant especially with what I’m learning about advertising right now.

[Amy Koglin · Rating 5 out of 5]

Spot on

As a millennial marketer this truly hit home and was refreshing to hear. Looking forward to integrating some of these concepts into our business and discuss amongst our dealer base.

[Charlie · Rating 3 out of 5]

Probably late to the game reading this, given it was "new" information in 2011. The book provides a basic understanding of the new step in a conversion funnel and how shoppers now manage their own information collection.

[Jayarama Krishnan R. · Rating 2 out of 5]

Most of the message in the book is in the title!

Beyond the title -where I already gathered there is something called the Zero Moment of Truth - there's not much more I gained from this book.

[Seif Abdelghany · Rating 5 out of 5]

Great book

[Glen · Rating 4 out of 5]

Great ideas on keeping your marketing compatible to (or ahead of) modern consumerism populating the material they need in order for your product to be the ZMOT selected by them.

[Dr. Tathagat Varma · Rating 2 out of 5]

A bit dated book (or maybe I am reading a tad too late!) but an interesting look on what the world was in 2010-11 about digital influence, and how it continues to evolve so rapidly!

[Juan Antonio Vanegas · Rating 4 out of 5]

Quick practical ZMOT guide.

[Roman Arturo Pineda · Rating 4 out of 5]

Excelente libro, lo he adoptado para mis cátedras de la universidad.

[Vicky Pensa · Rating 3 out of 5]

Lo leí en el 2021 y quedo obsoleto. Me gusto y me interesó entender cómo se pensaba el marketing antes de esto pero no me deslumbró.

[Audra · Rating 3 out of 5]

Zmot

Lots of technical jargon but it was explained well. If i was still in college or in a different line of work this would have meant more to me.

[Caroline Hogan · Rating 3 out of 5]

Very interesting. Already a bit dated but worth the read. Only took an hour or so. I have a signed copy which is totally cool.

[Bojan Avramovic · Rating 4 out of 5]

Probacu ovo da primenim. Mozda ce ovaj pristup unaprediti marketing moje firme

[Brenda Amador · Rating 3 out of 5]

Un concepto que aunque no sabía que existía, llevo mucho tiempo practicando.

[Mariana Morais · Rating 4 out of 5]

Leitura interessante sobre uma mudança que já vemos acontecer há algum tempo na nossa forma de descobrir mais sobre os produtos/serviços antes de adquiri-los e no quanto isso tem poder sobre nossa decisão de compra. É notável a facilidade que temos hoje para o acesso e troca de informações através da web e o ZMOT (Zero Moment of True) aproveita-se dessas condições para acontecer, além de aproveitar-se também de uma tendência natural que temos em querer compartilhar com outros indivíduos nossas opiniões e experiências vividas, principalmente aquelas que consideramos positivas.

A propaganda boca a boca ganha dimensões gigantescas com o meio digital. São milhares de sites/blogs de reviews e comentários sobre produtos, vídeos no Youtube, tips no Foursquare, 'likes', 'tweets' e '+1', acessíveis a qualquer momento e lugar (não se pode deixar de lado o crescimento do acesso mobile) através da web e é este conteúdo que tem contribuído cada vez mais para formatar as decisões de compra dos consumidores.

Acho uma leitura válida para todos aqueles que lidam diretamente com marketing digital, análise de métricas e redes sociais e concepção de produtos/serviços para a internet, mas também para os donos de negócios que desejam ampliar cada vez mais sua noção sobre o quanto a internet pode interferir na imagem do seu produto diante dos consumidores. Foi-se o tempo em que apenas ter um site no ar era o suficiente.

[Rahul · Rating 4 out of 5]

This book takes a deep dive into how the shopper of today is different and how as a marketer you need to change the way you advertise, communicate or design your offerings to suit this new shopper/consumer. It is time you become a part of the change and embrace it rather than just waiting for the right moment. The earlier you hop onward and start defining your ZMOTs the higher the chances are that you will succeed. Like they say in the book its no longer just about the Stimulus, Shelf and Experience, the ZMOT is equally important as your FMOT or SMOT.
The real fun will be to actually pick these concepts up and try and implement them in your business to actually measure the results.

[Larry Parrott · Rating 5 out of 5]

This is one of those “business books” that’s both enlightening and entertaining. Jim Lecinski is a Sales VP at Google, and he’s written a fascinating volume about how the Internet has not only influenced our buying decisions, but actually changed how we buy. No question – the tectonic plates of marketing have shifted, and this book will help you understand what it means to you and your company … and how to use this shift to your advantage. This is a video-enhanced eBook that’s available for download at Amazon for the low, low price of … $0. It’s worth a lot more than that!

[Justin · Rating 3 out of 5]

When did I become a marketing nerd? Since I'm attending a conference in a few weeks where a Google rep will be address the zero moment of truth (which sounds like the song title from an old Smiths album), I wanted to be aware of the subject matter. It's a quick read--no more than a hefty pamphlet in length--but it provides some good insight into consumer trends that isn't complete marketing babble. Considering I like marketing as a psychological exercise, the information given played into that form of nerdery.

[Jason Yau · Rating 4 out of 5]

I blazed through this book in about 35 min. It's a good read for anyone that is involved with managing a consumer brand.

Most of it is intuitive and old news to anyone that has a smartphone, but this book, written by a Google employee about the impact of search on consumer decisionmaking, wraps it all up into a useful framework that is worth downloading into your brain.

Not overly Google centric, although it's immediately clear why this book is free - it is an agnostic evangelism piece for SEO and paid search advertising.

[ellen · Rating 2 out of 5]

A few interesting tidbits, but for the most part I'd hope any internet marketer already knows this stuff. This is geared mostly towards the high-end level of management and I don't doubt Google put it out as a way to convince business owners to spend more money (or any money) on Google advertising - not that they shouldn't be. In fact, business owners really should consider what is in here, but Google most certainly does not have completely altruistic motives for putting this out.

[Cecilia · Rating 5 out of 5]

The concepts are probably familiar to digital marketers but as I'm not one, I found the arguments were intelligently presented and the topics were written in an easy-to-understand manner. The ideas presented in this book are just as applicable to the conglomerates with million dollar ad budgets as the mom-and-pop boutiques, and is a must read for any individuals who sell any products or services in the digital age.

[Ranjan Atreya · Rating 4 out of 5]

Read today, this books reads like a list of truisms. Things that we kind of take for granted but should definitely have in mind while working for any brand. However going through the tips in the book, you get a feeling that these practices will work best for large organizations that already have a significant presence in the market. For start-ups looking to make a mark, ZMOT is important but winning ZMOT moments will prove to be quite the challenge.

[Jon Troth · Rating 4 out of 5]

There was really nothing in this book that isn't already obvious for 2011 mobile marketing. Though if you are a retailer that doesn't even know what FMOT is, then I recommend this book. Downloading the iBook made this read more interesting as every chapter has a video testimonial that sparks a "I have to read more" feeling.