Why Savvy Marketers Think Zero Moment of Truth is Hot
In today’s increasingly mobile world, the ZMOT or “Zero Moment of Truth” has supplanted FMOT as a must-know concept for every integrated marketer.
Proctor & Gamble coined “First Moment of Truth” (FMOT) to describe the instant when in-store shoppers–stimulated by mass media advertising and staring at shelves full of similar choices–reach to select one lucky product over all the others. Credit search giant Google with extending the idea to ZMOT.
Think of ZMOT as “digital pre-shopping,” in which buyers use mobile or desktop devices to scour online sources (nearly 11 sources, on average, say researchers) prior to making a purchase. These usually include: rating, review and shopping comparison websites; friends, family and social media connections. Eighty-four percent of all Americans engage in pre-purchase behaviors.
Creating opportunities to win the ZMOT
Digital pre-shopping has become the norm in consumer and B2B markets. So if you’re not using social media, consider it. And while you’re at it, think about:
Optimizing your website’s page titles and meta data to increase online visibility.
Creating a mobile friendly website that supports smartphone and tablet-device access.
Populating your site with “How To” videos, product/solution FAQs, and other educational content to help inform customer buying decisions.
Googling your company name to see whether you’re appearing on third-party review sites and what’s being said.
Since ZMOT is a Google construct, conceived and promoted by Google execs, the savvy marketer will rightly deduce that Google’s ad revenue goals are well served by the adoption of ZMOT.
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