Google’s recent booklet on the Zero Moment of Truth (http://www.zeromomentoftruth.com) raises some eye opening questions on how consumers consume and marketers market. Clearly, connectivity has changed buying habits and marketers must take note.
That doesn’t mean, however, that everyone should run towards the Zero Moment of Truth (or ZMOT). In fact, many marketers should concentrate on ensuring ZMOTs never occur in the first place. Especially those whose products and services can....