The Zero Moment of Truth
Succesful businesses are those that consistently win two moments of truth. The first moment occurs in the shop or web site, when a consumer decides whether to buy one brand or another. The second occurs at home, when the consumer uses the brand — and is either delighted, or not.
Consumer behaviour has changed. The web has empowered us with the ability to find the information we want, at the moment we want it. Therefore, we search and research before we buy. Successful businesses now need to win that moment of truth, too : the zero moment of truth.
Google call this the ZMOT. Being American, they mis-pronounce it, as Zee-MOT not Zed-MOT. They’ve researched it, and built it in to all their marketing. Here’s their key concolusions about how ZMOT has changed marketing :
- The buying decision journey has changed. ZMOT is a vital new addition to the classic three-step process of stimulus, shelf, experience.
- What was once a message is now a conversation. Shoppers today find and share their own information about products, in their own way, on their own time.
- Word of mouth is stronger than ever. For the first time in human history, word of mouth is a digitally archived medium.
- No MOT is too small. If consumers will do research online for houses and health care, they’ll also do it for Band-Aids and ballpoint pens.
- The MOTs are meeting. Our mobile devices are MOT machines. As mobile usage grows, the zero, first and second moments of truth are converging.
There’s a whole web site devoted to the idea at http://www.zeromomentoftruth.com/, with videos and a free 75-page eBook.