If you've not heard of the expression "zero moment of truth", here's some marketing GOLD in the shape of an e-book from Google - containing some excellent research from saatchi and saatchi and more regarding multi-channel advertising etc.

If you're involved in any type of online marketing, this is essential reading (I even printed out all 70+ pages and left it on my boss' desk to FORCE him to read it)

http://www.zeromomentoftruth.com/

hope this is useful to some of y'all
cheers
Niall