The rules of marketing have changed. In Part 1 of our Digital Power series, we talked about the way that marketing has evolved. From typewriters to tablets, we are moving into the digital space with full force, every year bringing about more updates and trends. Before you wonder if your business can keep pace, know this:
Digital advances can help you meet prospects, engage customers and grow your business. Exponentially.
Fact: According to Google research customers will make 11 points of discussion before making a purchase.
What does this mean? The conversation has shifted and now consumers control the ability to discover and get feedback about products or services on their own, oftentimes before receiving a marketing or advertising message from a company. In this age of digital information transfer, the tables have turned and marketers now need to master the process of engaging customers through marketing and qualifying prospects on their consumers’ turf, to make a great a lasting impression.
Making each moment count is vital, especially the first one.
But Google takes it one step further in what it refers to as The Zero Moment of Truth or ZMOT. Discovered and pegged by consumer research conducted by
Proctor and Gamble, the ZMOT has transformed the way companies and businesses interact with consumers now and moving forward.
Traditional marketing dictates that after a marketing message or stimulus is projected, a consumer’s first moment of truth occurs when they initially come in contact with the product or service, on a shelf or in a store. The second moment of truth, just as key, is based on the consumer’s experience with the product/service at home—here they decide if the experience was good or bad and whether they will reengage with it again in the future.
The Zero Moment of Truth (ZMOT)
The ZMOT is a combination of pre-experience the consumer gains leading up to the first moment of truth. It’s the Yelp reviews, social media comments, discussion boards communities that the consumer turns to first. Teaming with Shopper Sciences, Google discovered that 88% of U.S. consumers engage in the Zero Moment of Truth prior to going in-store or making an online purchase. Here’s how Google breaks it down:
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Autumn Consulting is a web marketing Milwaukee agency serving local area businesses and organizations with integrated marketing solutions. Our eMarketing team includes a diverse group of marketing professionals who specialize in web marketing, content writing, web design, programming, project management, and sales/business strategy.