Zero Moment Of Truth can be defined as that precise moment when a consumer decides to buy a product, the unique moment when the decision is made. Marketing plays a huge role in Social and Digital Media against a large amount of information to influence consumers when they bet on a product, service or brand, and hence the importance of this instant in which, for example, after hearing something about a product, seeing an ad, someone recommends it to us, or seeing it in a window while we walk, we go online, to our mobile or at home to the computer and look for information: the smart consumer or prosumer we talk so much about.

We need to move from the FMOT (First Moment of Truth) already mentioned by Procter & Gamble in 1995, as that moment when the product is chosen in the store, to the ZMOT, as we move from the consumer to the prosumer.
The definition of the new term comes from the hand of no less than Google, and that is not strange given that its game of advertising, PPC, positioning etc. In most cases digital marketing strategists pursue to get our brand to the top positions. To such an extent that positioning becomes important and relevant, it is estimated that brands that appear from the third search page onwards suffer considerably from their reputation: that is to say, the prosumer understands that the brand is not as effective, good or valuable as those that appear on the first – especially – and second search results page. https://scalarly.com/marketing-book/introduction-to-seo/

KEYS TO MASTER IT 🔑

To master that ZMOT is complicated and requires a great deal of effort, tactics, planning and study, and of course, it involves analyzing and identifying how, when and why that moment of truth occurs, i.e. when the prosumer launches into the purchase. Some of the keys are:

  • Optimize all resources and channels to improve positioning according to Google’s new algorithm and avoid penalties (SEO, SMO)
  • Online marketing campaigns (SEM, Adwords, Facebook Ads…)
  • Generate unique value content, content is king
  • Frequently update the contents of our social channels: social networks, blogs, etc…
  • Constantly monitor to know well our reputation and our audience: positive ratings help to improve positioning as they generate more interactions and conversation, among other things, such as trust, transparency, etc.
  • Starting NOW is a competitive advantage, and if you are not using it, you are losing sales, customers, reputation and brand value.

ZMOT SOURCES ℹ️

  • Read reviews or endorsements online
  • Sought information from a brand/ manufacturer website
  • Sought information from a dealership website
  • Comparison shopped online
  • Watched videos online
  • Noticed advertising while browsing online
  • Talked to a costumer service representative
  • Read comments following an article online
  • Searched online for pricing, features, coupons and other information
  • Received a referral notice from a friend online
  • Talked with friends/family
  • Received a coupon or pricing information

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