Sociology says that humans tend to divide and classify information based on first impressions, storing positive sensations, but also retaining pre-judgments created on first contact.
First impressions also greatly influence the buying process and how consumers interact with your business. To create a memorably positive first impression you need to meet the needs of your intended target group.
Buyers like to explore and think about how products can improve their lives. They research to understand their needs and are motivated to connect from those needs.
The first step in the process of meeting the needs of these buyers is the Zero Moment of Truth. Are you curious? Then keep reading the summary to learn more!
The book "ZMOT: Winning the Zero Moment of Truth" was written by Jim Lecinski, when he was Vice President of Sales and Services at Google USA, and explains how the concept was introduced to the digital world.
The book has 76 pages divided into 7 chapters and an appendix section, and is available exclusively in ebook format and free of charge from Google.
Jim Lecinksi worked for twelve years at Google, rising to the position of Vice President of Sales and Services for Google USA and held leadership positions at advertising agencies DDB, March First, Young & Rubicam, and Euro RSCG.
His academic qualifications include a MBA in Marketing from the University of Illinois and Bachelor of Arts from the University of Notre Dame.
This book is ideal for people interested in understanding how the customer buying path works in the Digital Age. If you are passionate about marketing and sales, you are in the right place.
But it is also for entrepreneurs who want to improve their lead acquisition and transformation process.
Do you have no time to read now? Then download the free PDF and read wherever and whenever you want:
Imagine the following situation: You stay in a rather large hotel in New York City. As you go to your room you see a poster in the lobby: "See the Max Weinberg Band in the ballroom tonight at 8 p. m."
What would you do? Would you go to the ballroom at eight, buy a ticket and watch the show? Or, perhaps, would you go to your room, get on the Internet and start researching Max Weinberg?
You probably chose the second option, right? And that is what ZMOT is all about.
The Zero Moment of Truth (ZMOT) is that moment when you pick up any device connected to the Internet and start finding out about what you are thinking about trying out or buying.
And it is that moment that changed the Rulebook and created a new mental model.
The traditional mental model followed three steps:
However, the internet has brought a new stage to the mental model. It is essential to change your mental model about marketing to include ZMOT.
Then you will be ready to gain a big competitive advantage. Because you will reach millions of buyers who are connecting to the internet to search for the product before purchasing it.
The new mental model is represented as follows:
And when it comes to competing for the consumer's attention, you must remember that buyers do not always go through a funnel, which reduces the number of purchasing options.
In ZMOT, on the other hand, they can actually increase the number of options. The more they become informed, the more options they consider.
Here are the "ZMOTivations" of the consumer funnel:
Don't forget: "If you're available at the Zero Moment of Truth, your customers will find you at the very moment they're thinking about buying, and also when they're thinking about thinking about buying".
"Word of mouth is the medium we've been using since the tribal days to talk about essential knowledge" - Brett Hurt
The Technological Revolution has caused numerous changes in the rating and reviews made by consumers. In addition, the Internet has changed the way people obtain information.
However, the most noticeable change is tied to the oldest of human characteristics: word-of-mouth advertising.
But how does word-of-mouth advertising occur in the MOT world? It occurs digitally as follows:
Don't forget that digital word-of-mouth is different from traditional word-of-mouth! Traditional outreach was one-to-one, whereas digital is one-to-millions.
"If there's one truth I'd like you to take away from this book, it's this: ZMOT must be an equal thought, not an afterthought".
Jim Lecinski shares that there are objections that are constantly repeated by those who do not want to insert themselves into the ZMOT process, or who may even believe that they are already well-positioned in the market by having websites and social media pages.
However, to ensure a strategic positioning in the market and not lose space to the competition, you must see ZMOT as an equal thought, not as an afterthought.
Equal thought consists in mixing different stimuli that capture the consumer's attention, the ZMOT sources and the classic FMOT sources.
ZMOT is now a fully integrated innovation in the marketing tradition. So are you ready to be innovative and start winning at ZMOT?
The author points out four questions to start the process:
Beyond the questions, there are seven smart ways to start winning at ZMOT:
As you can see, the future is now, as we are already living largely in the frenetic pace of transformations that shape this future. With that, consumers are looking for and finding ZMOTs at any given moment.
Whether those ZMOTs are ratings, reviews, ads, videos and word of mouth, they add their own thoughts and opinions directly on the spot - wherever that spot may be.
A few characteristics shape the future of the upcoming MOTs. They are:
Now you know what ZMOT is and how to use it to your advantage!
In "This is Marketing" by Seth Godin, it explains that marketing is a tool used all the time, so it is capable of changing cultures and the consumer experience. Remember, by changing culture, you change the world.
In "SPIN Selling", Neil Rackham shows how asking the right questions is crucial for negotiation success, and proposes the SPIN strategy to win customers based on the Situation, Problem, Implication, and Solution Need questions.
In the book "Sapiens: A Brief History of Humankind", author Yuval Noah Harari reflects on the phenomenon of the connection between man and machine, which Google itself studies from the scientific and technological advances generated by the human species.
After reading the summary of this amazing book, do you feel ready to make an impactful first impression on your customer's journey?
We hope you have enjoyed the summary. Let us know what you think in the comments, it is very important for our team to know!
And to learn even more about the content, get the full version of the ebook by clicking on the image below:
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