Thinking about how the customer journey is changing as buyers increasingly move to their mobile phones, I’m brought back to Google’s Jim Lecinski’s ‘Winning the Zero Moment of Truth’ 2011 eBook.
The title comes from Proctor & Gamble’s analysis that they have to win the ‘First’ moment of truth – when the consumer first sees the array of goods in a supermarket and has to decide which to choose – plus the ‘Second’ moment – when the buyer takes their choice home, uses the product and decides from their experience whether they’re happy with the choice they made. Google then added a ‘Zero’ moment – the initial online search for that product or product category.
Over the past few days I’ve re-read the eBook and think few companies even now have caught up with the insights uncovered within it.
I’d 100% recommend you to download it from Google’s site if you haven’t a copy already.