“Relationships we have with one another are leading us to brands, not just how marketers lead brands to us.”
- JP LaFors, gyro.
“All of these moments of truth – ZMOT, FMOT, SMOT – are reflections of the ultimate marketing truth: the shopper ...”
- Kevin Roberts, Creator of Lovemarks.
“Among those interviewed are Mark Addicks, senior vice president and chief marketing officer of General Mills.”
- Stuart Elliott, New York Times.com.
“The idea of a series of moments, connected together with technology and underpinned with data, can help us ...”
- Gary Stein, Click Z.
“Customers are hungry for more and different kinds of digital content, and new ways to network and engage ...”
- Beth Comstock and Linda Boff, Harvard Business Review.
The classic Stimulus -> Shelf -> Experience process has been rudely interrupted by ZMOT. The book reveals the results of an interesting study conducted earlier this year by Shopper Sciences. The study was designed to “show exactly which sources influenced shopper buying behaviors.”
- Tabita Green
We are texting, sharing, and learning on our mobile devices every day — all at the same time — creating a messy process for how we learn and consume content about brands (and each other). You can build a connected brand at the zero moment of truth by being visible, useful, useable, desirable, and engaged.
- Rachel Pasqua
What ZMOT brings into focus is a compelling case to focus on digital strategy that meets consumers' needs wherever, whenever, and on whatever device - it's real-time marketing realized. So how do we get there, to this "zero moment of truth"? Success lies in embracing the 5C's: content, conversation, context, continuity, and commerce.
- Alisa Leonard
While the initial premise for this ebook may have been something of a rebuttal to the idea of FMOT (First Moment of Truth) developed by Proctor & Gamble ... it offers an insight into consumer behaviour that far too many marketers and businesses forget. P&G described FMOT as the "three to seven-second window of time when a consumer notices a product on a store shelf." The simple insight in this book is that there is a moment that happens before that - and it is encompassed in that "grab the laptop moment" when you start to research a product or service online. Drawing upon a vast store of information about consumer behaviour, this book reminds people of the fact that most consumers rarely live online OR offline. They use both - and while you might separate them in terms of your marketing, the ultimate message of this book is that the only way to succeed is to understand what role the web does play in the purchase cycle for your customers. More often than not, it's the first place they go - which makes the Zero-Moment-of-Truth an idea that your business can't afford to ignore. Especially when the ebook describing it is free.
- Rohit Bhargava