The Best of Us Can Stumble- 10 Steps to Zero Moment of Truth

by Alex Cochran on July 14, 2011

I rarely respond to banner ads (as does the majority of the population) However when I was confronted with an ad for Google’s latest tome “ZMOT-Winning the Zero Moment of Truth.” I just had to respond. here was the promise of research based insights into what’s important at that critical decision point where a prospect turns into a customer.

So I click on the banner and I am at a purpose built landing page, video rolling and carefully crafted, concise review designed to whip up my initial enthusiasm and guide me over the edge. But wait… where is the buy now button? Quick look at the hot zones of the screen, ah there in the top right corner not one button but four. Yes the big blue one with the words DOWNLOAD and FREE bolded, this must be the one for me, but wait there is an option do I need the standard version or the enhanced version? A quick read of the details and yes standard is ok for me. That big blue button is drawing me in, but wait do I want to preview the book… no lets just go the whole 9 yards. Big blue FREE button here I come? Click oops -404- error page not found with commentary from Google saying “that’s an error and that’s all we know”  OK back to the landing page and click on the standard ebook button, so what if I have to go through a few more steps, my Zero Moment of Truth is waiting. Click – I am whisked away to the Google Ebook store. Now this is a pretty minimalist page, just the title ZMOT, yes that is what I want, where is the buy now button, it must be here somewhere? Nothing just a preview this book button, a QR code and links to two reviews. OK so Google must really want me to preview this book (You never know this could be a dangerous tome and if I am not forced to preview it I might put myself in mortal danger?) OK so I will preview it Google. Click – Off I go to the Google eBook store preview sub-system, yes this is the book I want and no I don’t think I will hurt myself by downloading it, now where is that damn download button? It has got to be here somewhere?  The preview will only allow me to see a few select pages, whoa wait a minute, isn’t this a free book? Why can’t I see the whole thing? Is someone in Google scared that I will steal a free book?

Okay let’s sit down and think here, maybe this is a conspiracy hatched by Google to see who really, really wants this book (no tire kickers needed around here thanks.) and can jump all of these hurdles to get a free copy of “Zero Moment of Truth”.  I am up for the challenge this is going to take strategy and stealth. Back to the banner add to plan my attack.

  1. Great banner advert good branding, good call to action, click the download ebook button. Does this download the ebook, no back to the landing page video rolling. (Deja Vu)
  2. Big blue button FREE click -oops -404-
  3. Click on the ebook button – off to the Goggle ebook store again but no method of download or buy.
  4. Ah maybe I need the enhanced version click – oops off to a company called vook (who are they?) but at least they offer to sell me my FREE ebook if only I had an ipad, iphone or kindle.
  5. Back to the landing page.
  6. Click on the ebook button (again) let’s read the reviews someone must have figured out how to get this Free eBook “Zero Moment of Truth.”
  7. Hey 10 reviews all complaining about Google just trying to lure you in to get your credit card details to get a FREE book. Heck I didn’t even get to that point. But wait!
  8. A kind sole has posted the download link.
  9. For your “Zero Moment of Truth.” just use this link like I have and save yourself some time.
  10. http://google-zmot.appspot.com/google-zmot.pdf

So what’s the book like, do you think I have had the time to read it, I spent all morning just getting it.

Note to Google – Fail

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B2B is Dead. Long Live B2E

by Alex Cochran on January 19, 2011

Can you keep a secret?

Let me give you a tip! – today, nobody can.

There was once a time when retailers were charged with the responsibility of “curating” information provided by a select set of vendors and then presenting this information in a moderated way to the consumer. Having control of this information channel had its benefits. The retailer was the kingmaker. Profitability and product selection could be heavily influenced in favour of the retailer. Consequently B2B relationships were paramount to a vendors success.

As a retail buyer it was my responsibility to walk the fine line between maximising profit for my employer, providing the consumer with an adequate selection at a competitive price and maintaining relations with my vendors. This task was extremely difficult when vendors like Apple and K-Tel (showing my age here) drove direct consumer demand.

Today when consumers have almost ubiquitous access to consumer ratings and review, comparative pricing services and product information, there is no doubt they hold the balance of power. Retailers now need to focus on areas of the buying cycle where they can add value. This is in stock availability, delivery and after sales service. So the focus has changed from being and advocate for a product brand to positioning their own brand  clearly in the consumers mind.

So if the retailer is going to reduce the focus on the product brand what becomes of B2B? Vendors need to recognize that today it is B2E (Business to Everyone). Information needs to be presented so that is can be re-purposed by all of the new players in the digital world. Above all there must be the recognition that nothing can be maintained secret anymore. (Wikileaks has certainly showed us this)

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Not all stories end with “They Lived Happily Everafter.”

January 4, 2011

You have probably heard the current furor happening in the retail industry where the major retailers are “bleating” about online retail having an unfair advantage in the current GST regime. Technically this is correct, but this is not the reason that the majority of retailers are feeling significant pain. Here in Australia our major retailers [...]

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Retail Marketing – A Seismic Shift

December 2, 2010

There is a seismic event building in the retail marketing world. Like any major event it is starting as a barely perceptible deep rumble. There are a few monitoring stations starting to pick up the cues. But like any earthquake there are bound to be casualties. So what am I talking about here? Well we [...]

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Has Jobs Done it Again?

December 1, 2010

In 1984 Apple launched one of the most talked about TV commercials in the marketing world. Contrary to popular belief this commercial only ran once in a paid format. Just to jog your memory here is the clip. This was a world changing moment. From these beginnings we find ourselves in today’s connected world. Are [...]

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Retail – Not a Hobby Anymore

November 30, 2010

There was once a time when if you asked what someone was going to do in retirement, the answer would be, move to a seaside location and open a little shop of some sort. These were also the times when a lot of “significant others” (don’t you just hate PC) would operate a small store [...]

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You Are Your Online Reputation!

November 24, 2010

Facebook could possibly change the balance of power in marketing communication with their new email initiative. Couple this with Googles priority inbox program and the rise and rise of peer reviews as a pre-purchase tool and we are looking at a seismic shift customer communication. Positive word of mouth endorsement, while always important, now shoots to [...]

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A New Country?

November 21, 2010

I was reading an article yesterday and the author compared Facebook to a country. If Facebook does have north of 500 million subscribers, as is reported, it is now equivilent to the third largest country in the world. Only exceeded by India and China. Just think of the retail opportunity. We know where the customers [...]

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“The Times They Are A Changing…”

November 20, 2010

Apologies to Dylan. Just picked up a presentation from the 2010 Web 2.0 Summit by Morgan Stanley that was delivered 3 days ago. Normally I would not suggest reading a 49 page tome on the internet. However.. There is gold in this one. Almost every page has an ah ha moment. If you do not want [...]

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Welcome

March 24, 2007

“During my career I have learned that no matter how dominant your brand, how big your distribution footprint or how much you spend on advertising, the market is your master, not your servant. Try to manipulate or push a market against the prevailing current, and punishment will be swift and severe. To win in a [...]

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