The Zero Moment of Truth
March 26, 2012
What happens at that ‘Zero Moment of Truth’?
Earlier this month, one of our Account Managers here at MPC, Dominique, was lucky enough to attend a Google workshop! Not only did she come back to the office armed with a Google branded folder full of pamphlets and handouts, she also came back armed with a head full of knowledge about the changing face of marketing. One of those topics; the ‘Zero Moment of Truth’.
So, just what is this ‘Zero Moment of Truth’? According to Google and Jim Lecinski, author of Winning the Zero Moment of Truth, it’s an online decision-making moment that sits between the ‘Stimulus’ and the ‘First Moment of Truth’ in the traditional marketing model. Let’s find out more…
Smart-phones, tablets and laptops have put the consumers ahead of the game. Before they have even physically seen the product (as in the First Moment of Truth), they have developed an impression of the product. Due to increased access to technology, the moment a consumer sees an ad (the stimulus), they can instantly jump online, scan a barcode, search for a review, talk to their online friends about it…the list goes on! It is the moment where a consumer researches a product to decide if they will make a purchase.
Here’s a common example of the ‘Zero Moment of Truth’ in play: you’ve ducked into an electrical store to buy a new DVD player. You get the right section and are confronted by an abundance of different brands… and wait there are Blue Ray players too… You don’t have time to stand there and look at every product (because all you want to do is go home and watch the latest Twilight movie). What do you do? You pull your smart phone or tablet out of your bag, and you search for DVD player reviews. This is the ‘Zero Moment of Truth‘.
It is in this moment that first, and more often than not, lasting impressions are made. The stimulus for a consumer to buy a product is no longer just an ad on TV, a poster on the wall, or attention-grabbing packaging. Businesses now need to be one step ahead of the consumer. They need to use online and digital resources to steer this new form of brand interaction in their favour and engaged with their potential customers.
Top ways to navigate the ‘Zero Moment of Truth’:
- You’ve put someone in charge of social media, now put someone in charge of the ‘Zero Moment of Truth’. This is an important first step to understanding this new marketing opportunity.
- Learn how consumers search for your business or product and think about all the relative searches. If your company sells office accessories, for example, do a web search for “office accessories”, see what the most popular searches are, and create relative search terms for your company.
- Just as you need to know how consumers search for your business or product, you need to know what questions they are asking. If people are searching “where to buy office desks Brisbane”, make sure the website for your office accessories company details the products you supply.
- Once you understand where your ‘Zero Moment of Truth’ is, and how people are searching for it, you need to get creative! Advertise; listen to reviews and ratings and think of more ways to get your business or product promoted.
- Get into VIDEO! The second most-used search box in the world is YouTube. Whether you use it to showcase your product or to show consumers what’s going on at the head office, start up your camera and get recording!
- You’ve come this far, so stay up to date! You need to constantly be ahead of new consumer searches, questions and reviews. You also need to stay fresh with your advertising and video posts.
Like anything in this age of technology, marketing is a constantly evolving field. Marketers and businesses alike can’t just stick with the same old methods – we all need to adapt!Tweet