Zero Moment of Truth – Why Do Customers Buy?

Thanks to an April 1st post on Jay Baer’s Convince & Convert blog, I landed upon Google’s latest free eBook – “Zero Moment of Truth” on the “new” mental model of marketing.

A fantastic read, the free book focuses on how marketing has made a fundamental shift since social media entered the scene. Until social media hit mainstream, consumers were hit by stimulus (advertising, direct mail, etc.), followed by their first buying decision when they see the product on the shelf (the first moment of truth), then  hit with a second moment of truth during the experience of using the product.

Now? Consumer buying cycles have changed – people leverage online reviews and research before making a buying decision, they rely on smartphones while they shop, and multiple pieces of information (10.4 sources) converge into a single moment of decision.

They are looking harder and farther – before they buy. If this concept is new to you, then this book is a must-read. Even if it’s not a revelation – it is fantastic inspiration to get your creative juices flowing.

A few of my favorite points:

• “What was once a message is now a conversation… It really is understanding that you must be present in a conversation when they want to have it, not when you want to.”
• “Pre-shopping before buying has become a huge part of customer behavior. In the past, it was confined to big-ticket items like cars, expensive electronics or homes. Now people engage in discovery before shopping on very small things – it’s crossed all categories of shopping behavior. It’s just the way people buy today.”
• “Engagement isn’t just pouring a message on their head and hoping they get wet.”
• ZMOT is not just happening in the consumer arena – but also B2B and vertical markets.

Interestingly enough, in 2010, only 15% of media ad budget dollars were spent online. Companies are not spending where buying decisions are being made.

It has never been more important to reach people BEFORE they make the buying decision – and being visible where they do their thinking. Customer ratings and reviews, online coupons, social media – find ways to be there across a variety of online formats, and win the customer. After all, showing up is 80% of life.” (Woody Allen)

Get “Zero Moment of Truth” here. It’s important, and it’s free.