One of the most important shifts to understand in marketing and sales today is the new mental model for marketing uncovered through Google research called ZMOT:

Marketing experts explain the four moment model of consumer decision-making, and how to capitalize on the Zero Moment of Truth. Mass media campaigns must account for all the ways consumers can now discover products. Plus, hypertargeting at the beginning of the consumer journey gives a brand more time and opportunities to win customers. The key is to embrace fragmentation and leverage digital tools to talk to the right customers at the right place and time.

Winning the Zero Moment of Truth – A New Mental Model – Think with Google.

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