Written By: Adam Dince
In November of 2011, Google and Shopper Sciences published a study and point of view called “Winning the Zero Moment of Truth (ZMOT)”. Google’s ZMOT document introduces marketers to a new mental paradigm that shoppers have adopted thanks to the evolution of Web accessible devices, social media, and user-generated content.
In December of 2011, for MRM New York, I developed a summation and guide to Google’s ZMOT study and developed a ZMOT analysis tool called the ZMOT Score that helps to measure how a brand is doing in the zero moment of truth. This score/analysis helps brands improve their overall presence in the digital marketplace at the moment consumers are making purchase decisions.
Download the MRM ZMOT summation and guide, called The Zero Moment of Truth (ZMOT) – Influencing Online Decision Making (PDF) and/or visit MRM Worldwide’s page on the Zero Moment of Truth (HTML).
Quote from MRM’s ZMOT Score press-release:
While the premise of the zero moment of truth is nothing new to digital marketers, Google’s ZMOT study does a great job of redefining and reframing the mental model of today’s consumer. MRM New York has long advocated the defining principles of the ZMOT, and hopes with Google’s endorsement of the concept more brands will take note about the importance of cross-channel optimization.” said Adam Dince, V.P. Director of Search at MRM New York.
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