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October 19, 2011, 6:46 pm UTC
Google’s first book promises to give invaluable tips to the modern marketing man.
Commentators have always claimed that Google is not just an internet giant, but is a media giant. They may not necessarily create their own content, but by making it easy for people to access content made by others, and the ads that go with it, they have proved themselves to be one. Goolge, if the latest is to be believed, has taken this quite seriously as they publish their first e-book.
One of the greatest secrets of writing, it is believed is for a person to write what s/he knows. Google agrees as its books ‘Winning The Zero Moment Of Truth’ is about marketing. Coming from Google, you know it is an important one.
A video trailer to the book has various Google executives which talk about the changes that have occurred in advertising and marketing over the years and how companies and brands need to adapt to be effective in the new digital space and the opportunities it offers.
Says Google in its official book page blog (same links as above), “The way we shop is changing and marketing strategies are simply not keeping pace. Whether we're shopping for corn flakes, concert tickets or a honeymoon in Paris, the Internet has changed how we decide what to buy. Today we're all digital explorers, seeking out online ratings, social media-based peer reviews, videos, and in-depth product details as we move down the path to purchase. Marketing has evolved and modern marketing strategies have to evolve with the changing shape of shopping. At Google, we call this online decision-making moment the Zero Moment of Truth -- or simply ZMOT.”
Needless to say, the book is aimed at spreading the understanding that Google has about the marketing business and has using data from their own network. This, of course, is not such a bad thing. After all who’d know marketing better than the giant who has almost single handedly changed marketing and advertising?
The book is available free at its site for the book: zeromomentoftruth.com and is also available on iTunes bookstore, Kindle e-book reader bookstore and Nook e-book reader bookstore.
The book carries interviews with executives of leading consumer product companies with the enhanced e-book version that is meant for smartphones and tablets like the iPhone and iPads, also includes supporting videos of the interviews that are embedded in the text of the book chapter wise.
And those interviewed makes up the who’s who of the global corporate and advertising world with people from companies like GE, Johnson & Johnson, Saatchi & Saatchi etc. The author of the book is Jim Lecinski, Managing Director for United States Sales and Service.
According to New York Times, the book has been names so because of a phrase that is loved by Procter & Gamble referring to the ‘first moment of truth’ which means the few seconds in which a shopper looks at and considers buying a product on a shelf store.
Google would obviously have some very interesting revelations in the book. It is a must read for every brand and advertiser serious about their business.
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