The “Zero Moment of Truth,” a term coined by Google in , fully emerged in the mids when mobile device adoption rates skyrocketed. But there’s one up-and-coming buzzword that may have more substance to it than most: the “Zero Moment of Truth.” Coined by Google in their. After all – Google are saying that their Zero Moment of Truth model represents the death of the sales funnel. Really? I don’t think so Of course.
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By submitting this form, you agree to Third Door Media’s terms. We respect your privacy. Fifteen years ago, the marketing messages we received were all thrust at us via TV, radio, print, PR and word of mouth. Now, everything has changed. We no longer take the marketing messages delivered to us at face value.
We take matters into our own hands and seek out information on the products we wish to purchase. For marketers, every one of these search moments is an opportunity to help shape the decisions your customers make. In this post, I take a look at these crucial moments of truth and how we as marketers can capitalize on them. Inthe then-CEO of the struggling Scandinavian Airlines zmto a change to the prevailing customer service philosophy, which became known as Moments of Truth.
Customer loyalty would then lead to profits in subsequent interactions. Increased customer service focusing on emotionally charged moments led to more brand loyalty and further zjot. Soon, the airline was struggling no more. Fast forward 35 years, and the only thing that has changed is everything.
Customer touch points with brands have multiplied: There are now many more moments of truth, and dealing with the emotional needs of the customer is more important than ever over multiple touch points. People expect answers quickly, via multiple channels. The FMOT relates to that moment when a potential customer experiences a product on a store shelf physical or digital in In this micro-moment, the brand has the best possible chance of creating an unplanned or impulse purchase and converting a browser into a buyer.
If you have ever wondered why the supermarket moves everything around, then you will find answers in the studies conducted into impulse or unplanned purchases. Certainly, there are indications that reducing shopper efficiency results in more time in store, more product interaction and more unplanned or impulse purchases.
In our modern marketing environment, the First Moment of Truth is not restricted to viewing products on shelves. In most cases, a user would have been exposed to a stimulus — be that some advertising or even possibly word of mouth — that set up the FMOT. The second moment of truth is when the customer uses your product.
Whether this is eating the meal that sounded so good on the menu FMOT or shaving with the shaving foam that promises no skin irritation. This is where your product or service has to deliver on the promises made by your marketing. Fail at the second moment of truth, and your chances of repeat customers are slim. This is the moment of advocacy. Much like a typical sales funnel, we must go from awareness stimulus through to the sale, and ideally, to post-sale recommendation.
This is where you transform a customer into a fan. This is where you build true brand loyalty. In the real world, generating advocacy often requires a business process to stimulate those happy customers to review you or share positive feelings on your social media channels.
Whether we are shopping for cars, hobbies or holidays, the internet has changed how we decide what to buy. The Zero Moment of Truth was initially conceived on the back of a study conducted by Google in The study determined that the customer journey is changing:.
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This was inand smartphone adoption has only grown ever since. In fact, a follow-up study in showed that users are grabbing their smartphone to research a product even earlier now, and there are even more touch points on the way to a purchase. The ZMOT can happen on search engines and social zmoy, and the net result is a more confident and well-informed purchase decision. Given the age of these stats and the stratospheric rise of smartphones and the mobile internet, we can only imagine these statistics are conservative at best.
The takeaway here is that users now conduct research, read reviews, compare brands, talk to friends, watch videos, interact on socially driven sites from Facebook to Trip Advisorread news and even visit brand websites to make decisions — and all of this is done at the Zero Moment of Truth. The basic concept here is that the customer journey is now broken into hundreds of micro-moments.
Want-to-know moments, want-to-go moments, want-to-do and want-to-buy moments. What is the best mortgage product in ?
What is the best dog shampoo? What is the best Zjot mountain bike brand?
Where do I buy a sled? Where can I buy a guitar tuner? It is these micro-moments that represent the Zero Moment of Truth and present an opportunity for your brand to get in front of a potential customer.
This morning, whilst researching tinnitus for a friend, I stumbled across an article detailing how diet affects the condition. The article was published by a company that produces a range of tinnitus supplements. I will search for the brand. I will look for reviews. I will look for customer testimonials on the brand site but also on specific forums where I feel they may be more trustworthy.
I will look for alternatives. And, being a bit lot of a geek, I will likely look into the science and studies that back up the claims made by the product. My ZMOT for this product will be a fairly lengthy research process. I could imagine a few hours and lots of reading. For some purchases, this will be much quicker.
For major purchases — from technology to cars — it may be a process that takes place of days, weeks or even months. As such, we should pay attention to these studies and determine what we can do to better help the products, businesses and brands we service as marketers in this fast paced environment. Users no longer wait for what they need. We can search, educate ourselves and make purchases at any time. Patience is at an all-time low, and we can act immediately and expect to find relevant, useful content to aid us in our decision-making process.
It is these micro-moments that shape our needs and inform our purchase decisions. Businesses that do the best job of helping users in these Zero Moments of Truth will beat out the competition.
What do we do, as marketers, to leverage this information? How do we help our prospective customers reach their goals ideally with our products? In simple terms, this is a game of content marketing.
Customers have questions, and we must have the answers. In reality, delivering those answers may need a more nuanced approach, and we must use the armaments provided to us to promote our content.
The exact approach will vary depending upon business, location and too many variables to cover here social media, search ads, display ads and content amplification are at least a start in the right direction. However, we can loosely categorize the types of content that our users need at each stage of this new user journey and buying cycle. You can then take this framework to research the specific questions that your prospects have at each stage of this newly revised customer journey model.
Content at the Zero Moment of Truth needs zmog be self-serve information regarding your product, industry, category and service. You need to understand the needs of your audience, and then present this in a format they can easily access.
SEO & The Zero Moment of Truth – Search Engine Land
This kind of content predominantly answers questions. What is the best HDTV? What is the best TV brand? At this point, the shopper has likely got a solid idea of what they are looking for, and content should support and reinforce the purchase decision. Such content might include:. When we are looking at credibility, it is crucially important to review the landscape and understand all the potential locations for presenting a positive reputation.
I am huge a believer in google power of online reputation and credibility, and I talk about that a little more in my super credibility post over here.
The second moment of truth relates to your customer using your product or service and ideally, having a great experience. Their experience can easily create negative or positive feedback that feeds into the Zero Moment of Truth for future customers, so it is critical to support and encourage advocacy at this stage.
The second moment of truth is all about helping your customer have a smooth experience with your product, whether that is a razor or a holiday, a burger or a mountain bike. Be there to answer all questions and support those users, and you are ensuring a positive second moment of truth and brand experience. The third moment of truth is after the experience. This is when you move a customer towards becoming a true fan and advocate of your brand. Some nurturing is needed here, and instances of stellar customer support can help.
Let me give you an example: I have two boys, ages nine and four. They both have the same kind of teddy, and both are called Jacko. A few weeks back, we left both Jackos in the bedroom at Center Parcs after our short visit to one of their holiday villages. The boys were crestfallen. I called up Center Parcs expecting very little — but I was in for a surprise.
Not only did they have both bears, but they had already packaged them up and were sending them back to us in the post. This Third Moment of Truth means that when I talk about this holiday now, I advocate for the brand with a positive message about my experience rather than thinking back to some of the more scandalous pricing in the park they have problems at the Second Moment of Truth.
SEO & The Zero Moment of Truth
By now, this should be pretty obvious, but having a mobile-optimized site and ensuring you provide a solid experience on mobile devices should be at the forefront of your Voogle strategies. Turning up is half the battle, but if users are then put off by content that is not optimized for their device, then you will lose the chance to influence those users.
Ads are no longer as effective as they once were.