Google seems to be able to do just about anything, at least if the robust earnings report the company issued on Thursday is any indication. So perhaps it is not surprising that Google is also getting into the business of writing e-books.
The initial e-book developed by Google is a marketing book titled “Winning the Zero Moment of Truth.” It was written by a Google executive and produced by the digital publisher Vook.
The Google e-book is, not surprisingly, hoping to spread some of the marketing gospel according to Google. It promotes the importance of understanding how much research consumers now do about products they are thinking about buying well before they buy them.
Needless to say, some of that research takes place on google.com and Google is more than glad to provide to marketers data about what goes on its Web site.
The e-book can be downloaded free from places that include a special Web site, zeromomentoftruth.com; the iTunes bookstore; the Kindle e-book reader bookstore; and the Nook e-book reader bookstore.
The book features interviews with executives of leading consumer product companies and agencies. The “enhanced e-book” version, for iPads and iPhones, includes video clips of the interviews that are embedded in the text, chapter by chapter.
Among those interviewed are Mark Addicks, senior vice president and chief marketing officer of General Mills; Beth Comstock, chief marketing officer at General Electric; Dina Howell, worldwide chief executive of the Saatchi & Saatchi X unit of Saatchi & Saatchi, part of the Publicis Groupe; Kim Kadlec, worldwide vice president for global marketing at Johnson & Johnson; and Rishad Tobaccowala, chief strategy and innovation officer at VivaKi, also part of Publicis.
The author of “Winning the Zero Moment of Truth” is Jim Lecinski, managing director for United States sales and service.
In a phone interview, Mr. Lecinski explained that the title is a play on a phrase that is beloved by Procter & Gamble, “the first moment of truth,” which refers to the few seconds that a shopper looks at, and considers buying, a product on a store shelf.
The “zero moment of truth” is so named because it takes place after an ad for a product stimulates interest in it and before the possible visit to the store to buy it, Mr. Lecinski said.
“Consumers are researching by reading reviews and ratings, asking friends in a social network,” he added. “What the book shows is that this collection of activities is almost as important, as important, as the stimulus or the point of purchase.”
Researching potential purchases online is something that consumers have been doing for some time, Mr. Lecinski acknowledged, especially for big-ticket items like cars.
A new wrinkle is that, since the economic woes of 2008, shoppers “are doing it for everyday items, $5 products,” he added, like mascara.
Initial reaction to the e-book “has been very positive,” said Mr. Lecinski, who is based at the Google office in Chicago. That is reflected in some comments that have been posted on zeromomentoftruth.com.
One comment calls the e-book “thought provoking.” A second praised it as “spot on.” A third comment read: “Such an elegant presentation of common sense. Can’t stop thinking about recent mattress purchase.”
Google plans to advertise the e-book on Web sites like adage.com, Agency Spy, ClickZ and mediabistro.com as well as buy keywords like “advertising” and “marketing” on Vibrant Media Web sites.
More information about “Winning the Zero Moment of Truth” can be found in a video on YouTube, which is also part of Google.
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