Can I assume that at the very least you have heard of The Zero Moment of Truth?
Ok, if you have not, right from an article I wrote nearly one year ago entitled The Zero Moment Of Truth And Why Marketers Must Win It: “There’s a fascinating just-released e-book called Winning The Zero Moment Of Truth. Written by Jim Lecinski, Google’s ManagingDirector of US Sales & Service and Chief ZMOT Evangelist, the book speaks to the “moment where marketing happens, where information happens, and where consumers make choices that affect the success and failure of nearly every brand in the world”… at least according to Google.” Feel free to read the article at your leisure and/or watch this brief video:
Several months after the aforementioned article, I penned Why Business To Business Marketers Need To Win The Zero Moment Of Truth, Too from which the following excerpt is gleaned:
“When a business to business marketer sends something to a prospect or lead or even existing customer, that person on the other end of that line is going to go online, do their search, and you better be there to win that Zero Moment of Truth, cause make no mistake about it, it will happen and if you don’t win it, someone else will.”
All of which brings me to my point today which is not many B2B marketers are going online to do their search via a mobile platform – be it a smartphone or tablet. From a study recently conducted by Endeca and Oracle via eMarketer you can see that nearly 1/4 of B2B marketers – up 10% over the previous year, identify the mobile web as being an influential touch point.
Then there’s this chart from Compete and Google via eMarketer which shows that 28% of US B2B C-level executives used a mobile phone to research business purchases, compared to 25% of those outside the C-suite.
In her report about mobile and B2B marketers for eMarkerter, analyst Lauren Fisher writes “By establishing a mobile web presence and optimising that presence to provide business professionals greater efficiency, B2B companies can more effectively reach and resonate with this decision-making audience.”
“Reach and resonate” and thus, win the Zero Moment of Truth.
Or at the very least be in the game.
Named one of the Top 100 Influencers In Social Media (#41) by Social Technology Review, Steve Olenski is a freelance writer/blogger currently looking for full-time work. He has worked on some of the biggest brands in the world and has over 20 years experience in advertising and marketing. He lives in Philly and can be reached via email,Twitter, LinkedIn or his website.
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