In recent years, the concept of Zero Moment Of Truth, simply known as ZMOT, has become one of the
most interesting and studied in the world of Digital Marketing .
For this reason, today we want to explain to you what this term is about, coined in 2011 by Google,
specifically by Jim Lecinski, its general sales director in the United States, in his book ZMOT:
Winning the Zero Moment of Truth .
So that you don’t have to wait to read Lecinski’s book to learn about this concept in the area of
marketing and sales , pay attention to the next lines of this material!
What is ZMOT or Zero Moment of Truth?
Essentially, this term refers to the precise malaysia telegram data moment when a consumer decides
to buy a product or subscribe to a certain service.
However, when we delve deeper into the concept, we realize that it is something revolutionary.
Specifically, the “zero” moment is when people have a need and look for a solution through the
Internet .
This is when, usually through search engines , they ask questions like “what is the best brand of baby
diapers?” or “what product can help me keep my hair all night?”, which naturally lead to a
certain brand or line of products and, finally, the purchase decision.
Another habit framed within this concept is to look for references and opinions from
other consumers on the Internet before choosing to purchase the product or service.
That said, there is no doubt that ZMOT can be considered the new mental model or
purchasing pattern , identified by Google in a missionary manner 8 years ago.
We are in a new era!
How does ZMOT impact the consumer?
Basically, when talking about the effect or what is a good click-through rate (ctr)? impact of this trend
on digital consumers , we can say that it has allowed them to have an active role within the
marketing processes , leaving behind the linear communication and promotion that brands
exercised.
The rise of the Internet, social media and search engines has made the classic mental model of
purchasing obsolete, which was divided into 3 crucial moments:
- stimulus (need to buy),
- Gondola (moment when one is in front of the product and decides whether to buy it or not)
- and experience (use of the article).
Now, after the stimulus phase, the ZMOT comes into play, in which the user is informed through the
Internet about quality, price , uses and advantages and disadvantages, among other things, and then
“stands” in front of the gondola, which can be a digital store , and makes a decision.
Finally, in addition to experiencing and testing the item, you have the opportunity to share your
perception with thousands or millions of people.
How to use ZMOT to attract new users?
The ZMOT concept tells you one thing cob directory very clearly: regardless of the type of
company you have, your potential client is searching the web for ways to solve their
problems and satisfy their needs.
So, to bring about this moment of closure and also to emerge victorious when it occurs, it is advisable
to follow these steps.
Practice SEO
It is about achieving the desired optimization in search engines, mainly in Google, since it is there
where millions of consumers look for information that leads them to make purchasing decisions.
Among other things, SEO practices require the strategic use of keywords , the constant updating of
content and the improvement of websites, allowing information to be consumed in an intuitive and
satisfactory way.
Answers frequently asked questions
In order to take advantage of ZMOT, you have to study your target audience very well to determine
what questions users might be asking or what their main pain points are.
Answering these questions will connect users with your brand organically, increasing the chances
of conversion and purchase.
Be transparent
Although new consumer trends allow many users to reach your website or online store, they will only
make positive decisions for the purchasing process if you manage to gain their trust.
How to do it? It’s very simple: captivate the user with functionalities, differentials and appearance
that you can really guarantee.
In today’s world, where consumers are offered multiple choices and different sources of information,
a lack of transparency constantly ruins sales opportunities.
Consumers are definitely much more prepared than before and have a wide range of options, so
you cannot consider your brand indispensable or think that its customer base is inexhaustible.
To stay afloat today and attract and retain users, it is necessary to know how potential customers interact and clarify their concerns within the digital world.
In addition, it is necessary to develop strategies such as Content Marketing that allow increasing digital authority and building audiences.
Only in this way will you be well positioned when your potential clients are at “zero” moment and you will encourage them to make positive decisions for the commercial process , which will boost the profitability of your business.
Let’s get to work!
Did you find this information useful? As we explained in this article, to take advantage of the new purchasing mentality you have to know your ideal customer very well . If you want to know how to achieve this, click on the following image and download a valuable ebook on the subject!