I hate this phrase: Zero-Moment of Truth (ZMOT). It's advertising-speak of the worst sort.
On the other hand, I love this quote:
When consumers hear about a product today, their first reaction is ‘Let me search online for it.’And so they go on a journey of discovery: about a product, a service, an issue, an opportunity...
which aptly summarizes the challenge facing wineries (and lots of other businesses as well) today.
Google is promoting a free 75-page ebook called, not suprisingly, The Zero Moment of Truth, which you can download as a PDF. Chapters 1 (Changing the Rulebook), 2 (The New Mental Model), and 6 (How to Win at ZMOT) are the most useful, but it's a quick read (you can safely skip the foreword, though).
Chapter 6 offers 7 steps for "winning at ZMOT" (another cringe-worthy phrase), which I hope will entice you to take a look at the details:
- Put Someone in Charge
- Find Your Zero Moments
- Answer the Questions People Are Asking
- Optimize for ZMOT
- Be Fast
- Don’t Forget Video
- Jump In!
Smart winery marketers will download a copy of this book and think deeply about how it applies to selling more of their wines. The rest of you can proceed with business-as-usual.