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

3.66  ·  Rating Details  ·  471 Ratings  ·  41 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

Kindle Edition with Audio/Video, 53 pages
Published June 24th 2011 by Vook
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(showing 1-30 of 864)
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Daniel Clausen
Jul 29, 2011 Daniel Clausen rated it really liked it  ·  review of another edition
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
Sep 13, 2011 Grace rated it liked it
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
Dec 04, 2011 Rahmad rated it it was ok
Shelves: marketing
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.
Rahul Singh
Jun 22, 2016 Rahul Singh rated it really liked it
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 Experi ...more
Jun 19, 2012 Tasos rated it liked it
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
Sep 04, 2011 Mariana Morais rated it really liked it  ·  review of another edition
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
Santosh Kumar
Quick Read, was insightful but i guess it is more relevant to Marketing folks. As a customer i do most of what has been described in the book and thats the case with most today and I do agree that companies need to tap into ZMOT.
Taking a cue from the book i went into Google Trends and looked for "ZMOT" and lo behold the "regional interest" graph showed only US. What to Infer ??
Jason Yau
Mar 20, 2014 Jason Yau rated it really liked it
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
Fatima Gutierrez
Jul 18, 2015 Fatima Gutierrez rated it liked it
No me dedico a marketing, pero el leerlo me hizo darme cuenta de un moviento al que pertezco y no sabía!! Muy bueno si tienes algún negocio deberías "hojearlo"
Yun Rivera
Feb 26, 2016 Yun Rivera rated it really liked it
There's a lot of good information that you steady know but are not aware of, overall a good book for those embarking an enterprise, though this one is looking at the big enterprises that can afford tv and radio spots it's a good starting point for small Ned family businesses
Chris Michel
Oct 03, 2014 Chris Michel rated it really liked it
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
Aug 08, 2011 Larry Parrott rated it it was amazing
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 Nada
Dec 26, 2014 Daars Nada rated it liked it
An easy read on marketing. Gained a few practical tips but overall it was a disguised marketing for Google.
Oct 24, 2012 Justin rated it liked it
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
Jan 26, 2014 Annamária rated it really liked it
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.
Doug Eymer
Excellent for anyone in business and dealing with the constantly changing landscape regarding the steps people take in reacting to a brand.
Aug 21, 2011 ellen rated it it was ok
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
Apr 10, 2013 Ranjan Atreya rated it really liked it
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.
Aug 16, 2012 Cecilia rated it it was amazing  ·  review of another edition
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
Dec 13, 2012 Ahmed Rawass rated it really liked it
Shelves: social-media
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
Feb 14, 2013 Luis Orozco rated it liked it
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
Oct 07, 2013 Adrienne Lord rated it it was amazing
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
Jul 21, 2011 Jon Troth rated it really liked it  ·  review of another edition
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
Dec 27, 2011 Richard Stephenson rated it really liked it
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
May 31, 2012 Scott Harris rated it really liked it
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
Really short. I was a little disappointed. There was interesting information, but not what I expected so much. Seemed like an advertisement for google more than anything. I gained a little knowledge, but not anything profound. :(
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
Dec 20, 2011 Yuri Artibise rated it liked it
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.
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.
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“But there's one critical difference between old-fashioned word of mouth and the digital version. "Talking over the hedge is one-to-one," says Prof. Dave Reibstein, the William Stewart Woodside Professor at The Wharton School. "Digital word of mouth is one-to-millions. If you have a good experience, it's shared and re-shared with millions. You post it and suddenly, it's flying.” 0 likes
“Audiences are asking three things about your product: Will it save me money? Will it save me time? Will it improve my life?” 0 likes
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