Forget the old ways of shoppers making purchase decisions. Here's more on a 2012 study of online action motivators. The Zero Moment of Truth is when people do their own research, check out prices and comparison of features and benefits ... BEFORE they ever go shopping to buy.
Google and Shopper Sciences studied 5,000 shoppers to find where shoppers switch from undecided to decided. In between stimulus and point of sale, we discovered decision-making now includes extensive research. Consumers go online to read reviews, comparison shop, look for deals, and more. Marketers that reach consumers here—the Zero Moment of Truth—will gain a true competitive advantage.
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