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Winning the Zero Moment of Truth - ZMOT (Enhanced Version)

3.68 of 5 stars 3.68  ·  rating details  ·  360 ratings  ·  34 reviews

Whether we're shopping for corn flakes, concert tickets or a honeymoon in Paris, the Internet has changed how we decide what to buy. Today we're all digital explorers, seeking out online ratings, peer reviews, videos, and in-depth product details as we move down the path to purchase.


At Google, we call this online decision-making moment the Zero Moment of Truth-or simply Z

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Kindle Edition with Audio/Video, 53 pages
Published June 24th 2011 by Vook
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Community Reviews

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Daniel Clausen
Review: Winning the Zero Moment of Truth, by Jim Licinski

I’m buying into the logic right now—both consciously or subconsciously. The book says that most online reviews tend to be positive: most of my online reviews do tend to be positive, including this one. It’s true because life is too short to write about things you hate.

The monograph is short, flashy, and easy to read. Like many popular books about anything that has to do with business it seems guru-ish, as much to inspire you to go out and
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Grace
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 ...more
Rahmad
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 a ...more
Lisa Kay
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.
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Tasos
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.
Mariana Morais
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 o ...more
Jason Yau
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
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Chris Michel
Solid, practical and useful information about how the ZMOT can be seen and dealt with, in almost any company. I'm looking forward to funding our ZMOT and helping us guide through this new opportunity
Larry Parrott
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 down ...more
Daars
An easy read on marketing. Gained a few practical tips but overall it was a disguised marketing for Google.
Justin
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 f ...more
Annamária
It is a good place to start if you want to find out about ZMOT. If you read this book, you'll see it is a new, challenging world and you'll want to learn more.
ellen
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.
Ranjan Atreya
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.
Cecilia
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.
Ahmed Rawass
Since I decided to get into the marketing field, especially the new age marketing methods (Digital Marketing), this book was the first to read to help be better understand and acknowledge the powerful tools of the Internet.

It is a good source of information and ideas for both beginners and professionals that might give you and idea or two, and you can finish it in one go, I recommend it.
Luis Orozco
Your opinion of this book totally dependa pn your background: if you are a traditional marketeer or a senior business person it will probably be quite illuminating. If you are a digital marketing professional or a digital native you will yawn halfway through, unless you see it as an opportunity to understand how to talk about your area with non-digital people.
Adrienne Lord
Great book on how the landscape has changed (and will continue to change) when marketing products / services to consumers. Forget the yellow pages ... think "SEO" :) (Search Engine Optimization)... we are getting our information more and more from online sources and this is a great 'how to' guide for anyone wanting in on the action!
Jon Troth
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.
Richard Stephenson
I really liked it!

I may not be the sharpest marketer in the neighborhood, but there were some real gems here. I appreciated the insight (from the folks that matter... and will continue to matter...), the formatting and structure, and the price. :) Check it out if you care about your online future. Just sayin'.
Scott Harris
The key takeaway of this book is that you need to engage with your customers because they are already researching you. Weather your target is soccer mom's choosing children's aspirin or a company choosing a new ERP system they are seeking advice online and approaching the purchase of your product informed
Heather
Well know I know what all my colleagues mean when they say "zero moment of truth". Its a different way to think about marketing and definitely groundbreaking. However, it definitely pushes search advertising pretty hard.
Yuri Artibise
Pretty 'pitchy' basically a long form brochure for Google. It does, however, give you good insight into how Google thinks and works and will uhelp you understand social marketing using Google's tool kit.
Aubrey
Jun 01, 2012 Aubrey marked it as to-read
Recommended to Aubrey by: Tom Adams
Shelves: for-psi
Tom Adams recommended this book at his "Marketing 1001 Advanced Marketing Strategies for RIM Service Providers" session at the 2012 annual PRISM conference in Vegas.
Donal Phipps
A succinct, thought provoking and accessible guide to online marketing as it stands. A little lightweight but perfect to get you thinking.
Ben Page
Short, but has a few useful takeaways and does accurately describe the goal of modern SEOs and other digital marketers.
Mccabe Reynolds
It was written by google. Kinda a "must read" if your job has anything to do with the Internet and/or advertising.
Kevin Johnson
Interesting, quick read. Enhanced ebook with embedded video content. Worked well with the subject matter.
Devin
Great ebook that helps online marketers understand how consumers are shopping in the new digital ecosystem.
Timothy Bosworth
Great insights and learnings on a subject that will continue to change the way we buy our goods
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