estore digital advertising

ZMOT – whether you’ve heard this or not you’re probably thinking: not another term to add to the tedious marketing literature! Fondness of acronyms notwithstanding, ZMOT may represent the most important change to marketing in the past decade.

A quick Google search for mobile and web usage will show you that they’re on such a rise that it is predicted that by 2015 there will be more mobile phones than people on the planet. We know that web access is changing too; by 2014, more people will open a website for the first time on a mobile device than a desktop computer.

So what is ZMOT and why is it relevant?

ZMOT stands for the “Zero Moment Of Truth”, coined by Google it describes the ‘new’ first step that is now occurring in the consumer decision making process.  Sound familiar? Procter and Gamble coined the First Moment of Truth (FMOT) describing the first point of interaction a customer has when they pick up a product off the shelf and decide whether to purchase it. Smart devices have seen consumer’s connection with the ZMOT flourish.  Access to rich, comparative product information anywhere, anytime, means many of us have significant interaction with a brand or product well before we decide to purchase, and that’s if we arrive in-store at all.

ZMOT The Consumer Decision Making Process

Graphic From Think With Google

ZMOT, How to Make Friends and Influence Consumers.

Think of the last time you thought of buying a high involvement item (a laptop for example). You probably went online, checked out what other consumers who had purchased this product had to say, and compared prices and specs at many different stores and platforms like GetPrice, MyShopping, Google Merchant and eBay. This torrent of information likely influenced your decision well before you chose to buy. This is ZMOT in action.

A Google moments of truth study showed that the average number of sources consulted before making a decision nearly doubled from 5.3 in 2010 to 10.4 in 2011. This is further backed by statistics that show that 54% of people comparison shop for products before buying and 37% of people saying that online reviews are a key driver when making purchase decisions.

So if you want to succeed in the marketplace, recognizing your customer’s zero moments of truth and optimising for them is crucial.

Here are the top 5 tips we recommend to increase your chance at winning at the ZMOT:

1. Think Mobile Influence:

Make sure your website is mobile compatible and the user experience provides a low barrier to key information, pricing, specifications and even purchasing. This is crucial if you don’t want your customers to leave your store for another, online or offline.

2. Equivalent In-Store Information:

Ever seen a customer on his or her mobile inside a store? Guess what they are doing, shopping elsewhere. Ensure you list all logical product information clearly so they will only go mobile to shop for price. Consider including a QR code next to the product so customers who want more information are directed to your website.

3. Old World Customer Service:

I own the digital agency AndMine, https://www.andmine.com/, and I know there are only two things offline does better than online. Hands down everything else is better online. Firstly, you can touch and feel the item, pretty obvious. Second and this is often overlooked, service and care for your customers. This is they key point of differentiation with an online store. ‘Show the love’ to your customers and care about the outcomes of their purchases. Make sure all customers feel like the in-store experience is a truly worthwhile one.

4. Engage with these zero truth moments:

Answer the questions people are asking online with honest videos and feedback. Follow up any negative comments on review websites/social media and search engine optimise these moments of truth questions.

5. Personal Follow Ups for ZMOT:

 Go the extra mile and personally follow up customers after purchase to see if they are satisfied and if there is anything else you can do for them. This could be a phone call if they purchased in store, a personalised email or a little upgrade/offer in their package if they purchased online. This little bit of extra effort will make you memorable, show you care and buy you that all-important positive sentiment most companies want online.

 

A Study by The International Telecommunications Union has estimated that 56.5% of people in developed nations have mobile broadband subscriptions, with some nations above 80% including Australia. No wonder I’ve noticed so many people zero-truthing on their phones in-store lately!

By now you can hopefully see why ZMOT is regarded as the newest indicator of success or failure for nearly every product in the world. By following the tips above you should be well on your way to keeping, if not improving, your current market position. Good Luck!

Want to learn More? Download the ZMOT Handbook from Google.

OR

Contact Andmine Digital Agency for more information on ZMOT and many more services provided by us. Fill in our contact form or simply call us for all kinds of services and advice.

 

Michael Simonetti
Posted by:

Post Reads: 11K

Share this

Go on, see if you can challenge us on "ZMOT: The Zero Moment of Truth and Consumers" - Part of our 171 services at AndMine. We are quick to respond but if you want to go direct, test us during office hours.

Add Your Comment

Trusted by

University of Melbourne
131 Pizza
Smh
WTFN
Rackspace
Fortune Institute
OMS
Cronos Australia
Microsoft-Certified-Azure-Fundamentals
Liveoneday
Grow Rich
Watches of Switzerland
Bondi Sands
Positive Poster
MSAC
Australian Physiotherapy Association
Schiavello
Toy World
OJAY
Green St Juice
Switzer
Victorian Government
Hanover
Google
National Museum of Australia
Hairhouse Warehouse
Ello
Scrum
MyAccount
Forbes
Matchbox
Jetstar
Acquia Drupal Certification
Florsheim
White Suede
Associated Press
Van Egmond Group
GPT Group
High Street Armadale
Rydges
Engineers Without Borders
Marshall White
ADP Payroll
Novvi
iPrimus
Fed Square
Melbourne Heart
Grow Your Business
The Age
Elucent
Arc One
Ego Pharmaceuticals
Vendor Advocacy Australia
Instant RockStar
Focus On Furniture
Loan Market
Telstra
Movember
Kay Burton
Tony and Guy
Canberra
MAP
Macmillan
AC/DC
Fairfax Media
Magento
Atlantic Group
Magento Solution Specialist
BlackMores
SunSense Digital Agency
Mamma Lucia
21st Century Education Agency
vissf
Dinosaur Designs
Royal Freemasons
Melrose MCT
Shell
Etihad Stadium
One Shift
Bigcommerce
Windsorsmith
Crumpler
POSTER Magazine
Bintani
Melrose Health
Coles
CSquared Executive
Tek Ocean
LBG Australia and New Zealand
Engine Swim
BCG
Castran Gilbert
Bank of Cyprus
Appstore
Uber
News
Palace Cinemas
Fresh Cheese Company
Nmiinsurance
Digital Agency Panitsync
Smart Company
Maxine
Professional
Oracle
The Burger Cheese
Melbourne Central
Sports Power
Unsw Australia
Ebay
Natralus Australia
McArthur Skincare
Drupal
James Buyer Advocates
Metricon
Anthill
Madman Entertainment
Grays Ecommerce
CAN
Rock Pool Group
Paypal
Australia Goverment
Jalna
Ubertas Group
Aqium Gel
DeeWhy Market
Tassal
Viktoria + Woods
tribe
Chia
Eway
Swin
Max
National Relay Services
TSB
TPP
ISO Certified
DepSkin.com
CBRE
Brisbane Times
QV Skincare
GooglePlay
Moov Head Lice
Dial Before You Dig
Parker Lane
Amino Active
Bulk Nutrients
abc
RMIT University
Arthur Galan
Dusa

Testimonials

I wanted to thank you and your teams for the responsiveness and quality of the work you have done for the french version of the site. We had a very good feedback on the quality of the site from our French network. Vincent Berlinet

More Testimonials
AndMine-Google-Partner-Signature