What does ZMOT mean?
ZMOT is an acronym for Zero Moment of Truth. ZMOT is a model that explains the discovery and awareness stage of the consumer journey, when the consumer investigates a product/service/brand before making a purchase decision.
The concept was created by Google in 2011. You can download the book ZMOT: Conquering the Zero Moment of Truth , there you have the following definition of ZMOT:
ZMOT is that moment when you pick up your laptop, cell phone, or other internet-enabled device and start learning about a product or service you're thinking about trying or buying.
What has changed in the purchase decision model with ZMOT
Historically, retailers have worked with a classic 3-stage purchase decision model consisting of an Arousal , followed by the First Moment of Truth (where the purchase decision is made) and finally the Second Moment of Truth (the post-purchase moment, the experience).
Source: ZMOT: Conquering the Zero Moment of Truth
In 2011, Google introduced the Zero Moment of Truth (ZMOT), which describes a revolution in the way consumers research information about products and services and make decisions based on it.
Now, whenever we get the urge to try something new, the first thing we do is go online and research the available options and find out what other consumers thought of the experience.
In our digital age, we have abundant and easy access to information. According to Google, about 60% of shoppers research products online before making a final purchase decision . Google's analysis also showed that we consulted more than 10 digital sources during the ZMOT .
What we see today are consumers making much better informed purchasing decisions and this information no longer comes from a single source (the company).
Choices between products, services, and brands are made based on comparison sites, forums, customer reviews, and online reviews. This is the Zero Moment of Truth for companies: depending on the information found, consumers can either stick with or opt for a competitor.
How does ZMOT affect my marketing strategy?
One of the biggest impacts ZMOT has on your marketing strategy is this: it opens up a whole world of possibilities for directing consumers to choose your business.
The simple fact that customers are taking the time to research products and services at the Zero Moment of Truth means you have the opportunity to connect with potential customers on a whole new level.
The Zero Moment of Truth proposes that consumers:
- They research the product/service before making a purchase and
- Consult a variety of information sources before making a purchasing decision (10 or more!)
If you can connect with your customers during this stage—the exact moment they have a need or want and are looking online for help—and influence their decision in your favor, you have the potential to sustain a huge advantage over your competitors.
Why ZMOT is relevant for retailers
ZMOT is based on cost-benefit and experience comparisons. People use their smartphones to compare prices, look for special discounts, and gauge other customers' satisfaction with the product, service, or brand.
Consumers seek answers to questions like:
- Which online store sells it?
- What do the reviews say about the product, service or brand?
- Does the establishment have a high or low rating?
- Does the store have good reviews?
- Could I buy this product cheaper at another store?
- Which option has all the features I need?
That's why the purchase decision is often made in the ZMOT phase, using information the consumer finds online. In its book, Google states that 84% of buyers said the ZMOT influences their decisions.
A retailer that answers these questions in a timely manner (ZMOT) wins!
Example of the purchase journey with ZMOT
Let's look at a simple scenario where a consumer enters the ZMOT stage:
- Caroline sees a PPC (pay-per-click) ad on Google featuring a vacuum cleaner. The ad is a stimulus in this example because it piques her interest in learning more.
- Caroline decides to do some additional research. This is the zero moment of truth, where she combs through product reviews and buying guides to find the right vacuum cleaner for her needs.
- Next comes the first moment of truth, where Caroline decides to buy one of the vacuum cleaners.
- Finally, there is the second moment of truth, which is Caroline's experience after purchasing the product, which will become another consumer's zero moment of truth.
Examples of the Zero Moment of Truth during the buying journey
- Search the internet;
- Talk to friends/family about the product;
- Compare products purchased online;
- Search for information from a brand/manufacturer website;
- Read online customer reviews and ratings;
- Read comments after an article online.
(Source The Zero Moment of Truth Macro Study, Google/Shopper Sciences, US, Apr 2011 )
The 4 stages of the new buying journey with ZMOT
Stage 1: Stimulation
Nurturing is the moment a customer is exposed to your brand through a paid or organic ad or content. All of your marketing channels—organic search, paid advertising, social media, etc.—are sources of nurturing.
Examples of stimuli in practice:
- Google Ad;
- Receiving an email;
- Reading a company newsletter;
- Seeing a banner on a news page.
Stage 2: Zero Moment of Truth
The consumer experiences the Zero Moment of Truth when they have a need or desire and begin researching online and comparing available options.
In other words, ZMOT is a research stage that precedes the consumer's purchase decision.
Examples of Zero Moment of Truth in practice:
- Searching for products or services on Google;
- Comparing products in terms of price or features;
- Reading reviews from other customers;
- Talking to friends about;
At this stage, you need to do your best to make information about how you solve the consumer's pain point readily available, so you can influence the purchasing decision in your favor.
Stage 3: First Moment of Truth
It's described as the moment a potential customer comes into contact with your product or service for the first time. This moment can be physical (in a store) or digital (in e-commerce).
Think of this moment as the first impression your brand has a unique chance to convert a casual consumer into a buyer.
Examples of First Moment of Truth in practice:
- Reading information about a specific product;
- Talking to an attendant in the store or on chat;
- Trying a free sample or doing a trial ;
Optimizing this moment should be done with a focus on consumer conversion, when faced with a purchasing situation, in which they prefer to choose your product over a competitor's product.
Stage 4: Second Moment of Truth
The Second Moment of Truth occurs when the customer actually uses your product. It's when they verify the quality and functionality you deliver in accordance with your company's promise. It's the customer's experience and satisfaction with your brand.
You can retain customers at the second moment of truth by consistently offering a great customer experience and excellent after-sales service. By doing so, you also boost the ZMOT for other consumers.
Examples of Second Moment of Truth in practice:
- When the customer positively reviews your store on Google;
- When he makes a post on social media praising the quality of service;
- When he recommends it to friends.
Tips to influence ZMOT and attract more customers
After studying more than 5,000 companies and finding some similarities in the zero moment of truth, Google established the 4 pillars of ZMOT :
- Good positioning in search engines;
- Comparative tables;
- Good online reputation and positive reviews;
- Coupons and discounts.
1. Positioning on Google
Google saw searches using the term "near me" increase by 75% in Brazil. Right now, hundreds of consumers, near your store, are searching for something you sell.
Local SEO , in essence, are strategies that help marketers and SEO professionals promote and market their products and services to potential customers locally and near their stores .
A Local SEO strategy helps businesses increase their chances of having their products and services found by local customers, at the exact moment consumers are searching online.
2. Comparison tables
Since consumers will be comparing you to your competitors' options, make their job easier and create your own comparison chart.
Make sure that in this comparison you highlight your most relevant and unique points that the competition doesn't offer.
This is a fairly common practice in software companies. Buscapé is a prime example.
3. Online Reputation and Positive Customer Reviews
Customer reviews are very important at ZMOT. Today, 93% of consumers read reviews as part of their purchasing journey, and 80% trust reviews as much as personal recommendations.
This means that 80% of all consumers will seek third-party validation when comparing different products, services, or brands.
Your job is to provide a good experience for your customers and encourage them to write reviews about their experience with you. Positive reviews will influence other consumers in your favor.
4. Coupons and Promotions
ZMOT discount coupons will be your “last ace up your sleeve,” that last incentive that was missing for the consumer to decide to buy from your company.
But by doing a good job of ranking well in the top positions with content that delivers value to the consumer and answers all their questions, and, most importantly, with excellent customer reviews, the irrefutable social proof of the good experience you deliver, you'll certainly be on the right track!
Conclusion
There's no secret to winning at ZMOT; it's a matter of putting yourself in the customer's shoes, but it's not an easy task to put into practice.
Give your customers a voice in your company, read their comments on social media and online reviews. These are two excellent sources of insights to drive not only the ZMOT, but all four stages of the journey, including the nurturing stage.
Here at Harmo, we specialize in giving customers a voice, transforming customer feedback into value and revenue generation. Feel free to schedule a 25-minute meeting with us .
