ZMOT and the digital path to purchase

Interesting thought leadership coming from Todd Pollack at Google that takes a new, more relevant look at how consumers are interacting with brands prior to the traditional purchase point. Consumer 'second screen' use has, and continues to evolve the traditional purchase funnel, touching on the theory that 'showrooming' does not in fact exist as a mode of pricing evaluation, but perhaps rather just one more component of the consumer research and that for many, in-store continues to be the actual point of purchase. Lastly, the article reinforces the importance of segmentation, since different demographic and psychographic consumer profiles continue to respond to digital platforms (ads, search findings, online couponing, emails, mobile, etc) differently, but that all marketers need to embrace and adapt to the Zero Moment Of Truth that technology has created.

http://www.mediapost.com/publications/article/183443/google-zmot-marketing-purchase-path-becomes-flig.html