What’s Your Zero Moment of Truth?

When I “shop local,” I don’t consult the web first. When I “shop big,” I always do.

In April I bought a new fridge at Menards on University at Prior. It was deeply discounted, but even though I knew it was a good price, I scanned the bar code with my Red Laser app to see if that was “the best price.”

Sellers today must be prepared for savvy shoppers whose buyer behavior evolves parallel to technology. The easiest method is to apply the technology based buyer behaviors in reverse and develop policies and training to meet buyer needs.

My iPhone gives me that Zero Moment of Truth. What’s yours? When do you have one? When do you not? How does technology fit in?

Did you know that Google published a free e-book on ZMOT? You can download it here.

Below is the video with a snippet from my old marketing professor, Mark Addicks from General Mills when he taught at the University of St. Thomas. He always told us, “Marketing is not coupons.”

I include this video, not because General Mills is in my backyard, but for two reasons 1)  I’m teaching Buyer Behavior and Marketing Research this fall and 2) it demonstrates the viral nature of social media and its intersection with buying and selling.

Advertisements

One thought on “What’s Your Zero Moment of Truth?

  1. Great stuff! This is how marketing really has changed. It’s what people really mean when they say “content is king”, which is to say that people are looking for information from the ‘net to fill that gap between what gets their attention and the point of sale.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

w

Connecting to %s