Naturally, the following query is: How do you show up more?Ĭontent Marketing comes to the rescue here.ST. You are aware of your brand's ZMOTs, the inquiries being made, and the locations where you will be appearing. Also, just knowing the questions people are asking is not enough. You need to tell people what they ask, not what you want them to ask. This is a typical zero-moment failure and would not lead to a successful purchase. Who brought up the money? Not the customer! Most brands fail to listen to what their potential customers are actually asking and flood them with the information they never asked for.įor example, if a person searches something like “what are the ingredients in baby food?" and gets, in return, advertisements and links to baby food brands that offer a “10% discount on baby food”, is it of any use? Respond to the questions people are asking.The keys to unlocking these consumer micro-moments are search engine data, social media analytics, and customer experiences they reveal when and where your customers are and how to contact them at each moment.Īpart from having a sound digital marketing strategy, it is important to make sure that you are actually there for your customers when they need you, and they should be able to locate you easily. Be present in those moments: Are you there where your potential customers need you?.Examine every stage of the customer journey to identify the points at which customers are most likely to seek inspiration, learn more about your offerings, make a quick buy, or anything in between. It is important to understand exactly how customers search for your product.ĭecide which situations you must win or cannot afford to lose. What are the ZMOTs for your product? ZMOT for diapers or online dating is not the same as ZMOT for cars. Make a moments map: Find your zero moments. With the development of ZMOT, the customer moment of truth path has altered over time: In the past, she would have called the optician from the advertisement immediately, but now, she would take out her smartphone and start looking up the top brands, pricing, reviews, etc. Internet shopping has altered how we choose what to buy, whether we are looking for bicycles, home care items, or vacations.Ĩ8% of US consumers perform internet research before making a purchase, according to Google's study.Ĭonsider a mother who watches a commercial emphasising the value of having her child's eyes checked. The way customers connect with companies, goods, or services has completely altered because of the internet. How is the internet influencing decisions to buy? The initial phase is what ultimately triggers the initial thought or purchase process and hence becomes very important.Ī more confident and educated buying choice is the end consequence of the ZMOT, which can occur on search engines and social networks. Users will experience several decision-making opportunities (ZMOT) after the initial stimulus and before they reach the first moment of truth. It was a pretty novel concept for marketers at the time, and as mobile technology and consumer expectations have advanced, it has continued to evolve. This is where true brand loyalty is built. When customers express their opinions about a product, they become brand promoters and advocates and spread the word online or in person. TMOT is the moment of advocacy, where a customer is transformed into a fan. Also, the likelihood of repeat purchases is low if a product performs poorly, and hence product superiority becomes crucial to winning SMOT. Here is where the brand must keep its word and deliver on the promises it made. SMOT refers to the moment when a customer uses the product. Basically, it refers to the moment when a buyer makes the decision to choose a product over other competitors. This is claimed to happen between the first 3-7 seconds of a customer encountering the product, and it is in this micro-moment that marketers have the power to convert a browser into a customer. First Moment of Truth (FMOT):įMOT refers to when a customer first confronts a product, either offline or online. There are four moments of truth that a customer experiences in his journey of consuming a product. A moment of truth occurs when a customer engages with a brand and either forms or modifies an impression about it. The Concept of Moments of Truth (MOT) was originally created by Procter and Gamble in 2005.
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