"Showing up is 80% of life."
- Woody Allen
As Woody Allen opens, showing up is a big part of life. And as we’ve seen with the Zero Moment of Truth, showing up with at the right place with the right content is a big challenge in today’s marketing landscape. To help marketers apply the principles of the Zero Moment of Truth, we’re introducing
The ZMOT Handbook, a new online resource that shows exactly how to show up at the right place with the right content and win shoppers. You can download the ZMOT Handbook right now,
right here.
This new book is the much-requested followup to
Winning at the Zero Moment of Truth, the 2011 ebook that's been downloaded over 200,000 times. While ZMOT is being universally embraced as the new critical moment for brands, many marketers are wondering how to get started.
The ZMOT Handbook provides practical tips on how to apply ZMOT principles to your marketing strategy, along with detailed insights from Todd Pollak, Google's Retail Industry Director, plus other Google and industry experts. You'll learn how to:
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Multiply your impact at ZMOT by going multi-screen
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"Point the way to your store" on mobile devices
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Make sure you have the right ZMOT content for the right customers
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Stay ahead of the tablet explosion and be a leader in "T-Commerce"
You'll also find extensive tips on advertising issues, like brand vs. non-brand keywords and managing bids instead of budgets to get clicks with the ROI you need. Here's a sample from
The ZMOT Handbook:
77% of viewers use another device while they are watching TV.If you want to make a splash at ZMOT, go multi-screen.
That was the message from a recent Google study, where we looked at all the screens consumers use over the course of a week. We found that a full 90% of all media interactions are now screen-based: they take place on a smartphone, laptop, PC, tablet or TV. Radio and print now account for only 10%.
Consumers are now fluent at toggling their attention across screens. That means marketers have the opportunity to stimulate on one device and spark a visit to ZMOT on another.
...If you’re ready to crack the nut of multi-screen campaigns, here are some ways to start:
✔ Make sure your brand messaging is consistent across TV, tablets and mobile phones. Think about the call to action in your TV ads: Does it promote discovery at ZMOT?
✔ Make sure your site loads quickly and clearly on any mobile device. 80% of customers will abandon a mobile site if they have a bad user experience, according to Google’s recent Mobile Playbook. Don’t have a mobile version of your website yet? That’s a great place to start. Creating one is one of the best steps you can take to win local users.
The ZMOT Handbook provides more than 50 sturdy pages of tips and ideas on how to do your very best at ZMOT. And like the original,
The ZMOT Handbook is absolutely free.
Are you ready to start showing up at ZMOT?
Download the handbook now.
LinkedIn
Kenwen September 20, 2012 This would be great if available through the play store (hint, hint)
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writer November 05, 2012 Hello, I have translated "Zero Moment of Truth" to Persian (Farsi) Language, and I would like to share the digital version on PDF format free of charge, I would like to know if there is any permission and/or endorsement that I need to obtain from you(Publisher)?<br />I appreciate you communicate with me via my google account [at]im360.co domain. I am waiting for your kind and prompt reply. Thanks, Pooria
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My Social Media Specialist November 15, 2012 Hands down one of the most inspiring, well written books about the next generation of marketing I have read!! Bravo. Plus, this website is amazing. I'll be sure to make the ZMOT the focus of my new website. The truth is in the numbers and the numbers clearly show us that if a business is not focusing any attention on the ZMOT, then they are leaving them selves open to be stumped on by the competition.
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Nick Flewitt November 19, 2012 Built a mobile site using Google Sites, included click to call and contact forms only to discover that you cant use GA event tracking - disappointed!
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AmazonTopReviews December 11, 2012 This comment has been removed by the author.
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Chris Gruno April 13, 2013 How if at all can ZMOT be applied to tourist activities?<br /><br />So far I've read through the ZMOT Handbook and already there were a few sections that I skipped through, because they didn't really apply to my business. The examples were specifically gear towards retail/selling products.<br /><br />I'd imagine that the path a consumer takes before making a purchase is similar to what is described in ZMOT when it comes to picking a location and accommodations. <br /><br />But my guess would be that the average tourist doesn't do as much online research on tourist attractions and activities as they do when purchasing a product, as described in ZMOT. Also there is generally less competition, because once someone is at a destination, they're choices are limited to what's available there. Vacationers also often make last minute decisions on doing a tour/activity. And to some degree choices are also made based on what's close to the resort your staying at.
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