The Zero Moment of Truth

6 replies
Anyone here read The Zero Moment of Truth?

I'm just starting to read it right now... and it's already getting me worked up...

What are your opinions about how we can fully utilize the understanding that more and more consumers are researching products and services for reviews BEFORE making a purchase?

Are the rules the same as ever... and strong copy will always outwit the need for other perspectives?

OR

Will copy become even more effective when it's backed up by glowing user reviews on sites like Yelp or Facebook? (Even if you have AMAZING testimonials to exhibit...)

I mean hey, let's face it...

Consumers are obviously becoming more savvy buyers because of smart phones and the internet in general.

There's such a plethora of information available about virtually EVERYTHING!

It seems like thinking ahead to how people will verify information that copy insinuates is more of a pressing issue than ever.

By the way, watch some of the videos on the ZMOT website. There were some fantastic points, including how to use negative reviews and conversations to your favor.

Anyway...

...I'm just thinking out loud here... but I think the need to integrate the more astute buying practices of consumers should be addressed by the copywriting community...

Or am I being obtuse? (A favorite line of mine from The Shawshank Redemption...)
#moment #truth
  • Profile picture of the author CopyWriteHer
    I've not read it but the apparent subject matter sparks my curiosity. I believe many parts of the buy cycle will continue to become more transparent and more peer community based.
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    • Profile picture of the author packerfan
      I haven't read the ebook yet, but it's impossible to compare the typical warrior's marketing strategy against fortune 500 companies.

      For a small business, the most important factor in their marketing should be a ROI that can be tracked to a specific promotion, advertisement, or whatever.

      Just "being available at the ZMOT" can't really be tracked and results measured.

      For companies that are building brand awareness, brand equity, and competing against 50 other products in wal-mart, it might be the right strategy.

      Keep in mind this is from Google. They sell online advertising. It's not exactly un-bias.
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      • Profile picture of the author packerfan
        I've read about 1/2 the book now. All this does is reinforce my belief in relationship/education based marketing. The rest of this is just stuff that fortune 500 marketing executives think matters. To a small business, I'll stick with the basics.
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  • Profile picture of the author John Pawlett
    I have been writing about 'ZMOT' for quite a while now and how consultants can (and should) implement it for their small business clients. Here's a post I wrote a while ago.

    » Blog Archive » The Zero Moment of Truth (ZMOT)

    I think it's crucial for businesses to understand what's going on in the mind of the consumer.

    I also recently wrote a WSO with PLR on how you can leverage Google and the great marketing material it puts out.

    John
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  • Profile picture of the author c4ck4
    I just finished reading this entire guide and I feel that it couldn't be more relevant for big and small businesses alike. It speaks about how to leverage consumer thoughts and to be aware and on top of them. There are some great examples throughout.

    Some of the stuff will seem like a no brainer to internet marketing minds, which are often (usually?) ahead of the curve of big business, but the theory and reason behind it all seems dead on. Some of the stats are also useful info.

    The stages of Stimulus, ZMOT, FMOT and SMOT are fundamental and important to any marketing strategy. Understanding how they work together, in any business or venture, is of crucial importance.

    Those looking for new niche ideas will also probably benefit from some of the theory laid down in this.
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