Thursday, August 28, 2014

The Race to Win the Zero Moment of Truth: Google vs. Amazon

Google may have cornered the market on Zero Moment of Truth (ZMOT) which explains their success. However, times are changing and Google is no longer the first (and last place) people go to search, especially when it comes to commerce. It's becoming more and more common for consumers to bypass Google and go straight to sites like Amazon.

Amazon, is gearing up and challenging Google and Bing for the winning spot in the ZMOT race by developing an online advertising program. The second largest online retailer plans to replace those ads on its pages that Google supplies with a new in-house placement platform. Amazon's new system could resemble Google AdWords and make it easier for marketers to reach the company's users. The rich consumer data that Amazon has may give it a huge advantage once it's used for advertising.

As a consumer's behavior continues to evolve, so must the ways in which brands engage them. Though Google is creating more of a full shopping experience through its own property, could it continue to keep the ZMOT lead? Will Amazon help improve a consumer’s life by getting to consumers first at the precise moment when they have a need?  Let us know your thoughts!

(Picture from my trip to Stuttgart, Germany)

Best Regards,

Sara Ayala

No comments: