In 2011, Google introduced the term, Zero Moment of Truth (ZMOT), also known as the moment that a consumer decides to research a product or service online before they enter a store or contact a business. A lot has changed since Google conducted that research and published the ZMOT ebook. Now, it’s normal behavior and what consumers do online before deciding to make a purchase.  Today’s guest is Paul Mackiewicz, CEO and Founder of #Smart Marketing. He talks about how to hack consumer behavior using ZMOT. Businesses and marketers often overlook small details in their overall online presence that add up to a big difference between who wins or loses. Stay on the winning side by understanding when and where ZMOT happens for your customers.    Some of the highlights of the show include: Ebook: Explains how increased access to information impacts buying decisions 3-Step Marketing Process: Awareness, experience, and compare product/service Business Directory/Review Management Systems: Convert eyeballs to invoices Control Messaging/Ratings: First impressions are everything in most industries ZMOT Concept: Who you choose based off your emotional reaction to info online Build Business Persona: If you could be any celebrity online, who would you be? Big Business Benefits: Foot traffic is less and people like to look and buy online Getting Started: Claim Google, Yelp business listings, and get pro pics and tools Future of Marketing: Know, like, and trust small businesses to do your marketing   Links: ZMOT Expert #Smart Marketing Paul Mackiewicz on LinkedIn Google - Winning the Zero Moment of Truth (ZMOT) Google Business Listing Yelp Business Listing Canva Hootsuite Buffer Paul Rudd Ben Sailer on LinkedIn CoSchedule   Quotes from Paul Mackiewicz: “The best way really to conceptualize what ZMOT is, is just how our access to information through increased technology has changed how we get to that final decision-making process.” “It’s very difficult to get eyeballs on your business, and what these directories and these review sites and social media allow you to do is quickly convert eyeballs to invoices.” “Synergy - it’s a big thing with digital marketing, but I think a lot of marketing companies don’t talk about it enough and I think a lot of businesses don’t consider it enough.” “It’s only going to become more and more important as foot traffic becomes less of a determiner - determination factor - for buying decisions.”