Introducing the ZMOT Handbook: Ways to Win Shoppers at the Zero Moment of Truth

9/20/2012 03:51:00 PM

Labels: , ,

(Cross-posted from the ZMOT Blog)

"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:
  • Multiply your impact at ZMOT by going multi-screen
  • "Point the way to your store" on mobile devices
  • Make sure you have the right ZMOT content for the right customers
  • 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.