Saturday, July 2, 2011

How To Market To Shoppers—According To Google

Shoppers use an average of 10.7 different sources in their decision-making process, conducting online research even for small purchases like mascara and cough syrup: Those are a copule of the findings from Google’s new e-book, Winning the Zero Moment of Truth, which focuses on marketing strategies for the period after a shopper sees an ad for a product, but before he or she actually makes a purchase.

The title is a riff on “FMOT,” or “First Moment of Truth,” a term Procter & Gamble coined years ago to describe a shopper’s first interaction with a product on the shelf. For the book, Google worked with IPG Mediabrands’ Shopper Sciences to conduct a national study on how digital media is changing shopping behavior.

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