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: 11.8K

Share this

Go on, see if you can challenge us on "ZMOT: The Zero Moment of Truth and Consumers" - Part of our 168 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

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

Testimonials

Not only is Michael professional but he is also a great friend to have in your court. He is balanced in his advice, fair in his quotes and has the best twitter feed for all things tech - i highly recommend you follow him and also hire him! Clare Smith, GM – Brand & Marketing Communications at Sensis

More Testimonials
AndMine-Google-Partner-Signature