By Lauren Plewacki, Account Coordinator
So, you don’t have time to read Google’s ebook Winning the Zero Moment of Truth. Not to worry. We’ve summed up key points here.
Did you know…
· 70% of all transactions include some sort of pre-shopping?
· Americans now spend as much time online as they do watching T.V.?
· 70% of Americans say they look at product reviews before making a purchase?
· 79% of consumers use a smart phone to help with shopping?
All of these data points relate directly to the “Zero Moment of Truth” (ZMOT) concept, outlined in an ebook by Google’s Managing Director of U.S. Sales, Jim Lecinski. Winning the Zero Moment of Truth is a must-read for marketers interested in engaging customers in new and innovative ways.
What is ZMOT?
Here it is, the ZMOT as defined by Google: “Today we’re all digital explorers, seeking out online ratings, social media-based peer reviews, videos, and in-depth product details as we move down the path to purchase. Marketing has evolved and modern marketing strategies have to evolve with the changing shape of shopping. At Google, we call this online decision-making moment the Zero Moment of Truth — or simply ZMOT.”
In his ebook, Lecinski outlines the five components of the Zero Moment of Truth:
1. It happens online.
2. It happens in real time, at any time of the day.
3. The consumer is in charge.
4. It’s emotional.
5. The conversation is multi-way.
What does it mean for marketers?
It doesn’t mean that you need to reinvent your entire marketing plan or ditch traditional marketing channels. It’s much simpler than that—you simply need to incorporate the ZMOT concept into your marketing mix. It’s about giving consumers all of the information they need at every point in the purchasing process, while using a clear, consistent message across all channels. Your job, as a marketer, is to figure out how to reach potential customers in the ZMOT phase.
Here’s how the marketing model evolves with the ZMOT:
Customers seek engagement. At the ZMOT, marketers will fail by trying to manipulate buyers or get them to behave in a particular way. Instead, marketers should figure out how to be there at the critical moment when a customer needs information. This isn’t always easy. According to Google experts, the average shopper uses approximately 11 sources of information to make a purchase decision. This number has doubled since 2010! So, what can marketers do to be in the right place at the right time when there are so many points along the way?
Start winning at ZMOT.
According to Lecinski and his Google colleagues, there are “seven smart ways to start winning at ZMOT.” Your business can start implementing these tips today:
1. Put someone in charge—Dedicate someone on your team to start thinking about what ZMOT means for your business and consider them the “ZMOT expert.” Developing a ZMOT strategy isn’t going to happen by itself; you need someone to lead the initiative within your marketing team.
2. Identify your zero moments—Find out how customers are searching for answers in your industry at the ZMOT. The key is being relevant right when customers need you.
3. Answer questions that people are asking—Stop with the offers and marketing plugs! Engage your customers the way they asked to be engaged. If someone asks a question, just answer it. Irrelevant answers make your brand look phony. If someone is curious about your business’s current deals, go ahead and direct them to your 20% off landing page!
4. Optimize for ZMOT—Optimize your marketing presence with ZMOT in mind. Know how people are searching for and finding you, and then make it even easier for them.
5. Be fast—You don’t need to come up with an elaborate plan or campaign. Just keep it simple so that you can respond and react.
6. Don’t forget video—The search feature on YouTube is the second most used search box in the world. Video is not just for B2C businesses. B2B companies should engage their customers with video in relevant and appropriate ways. Think product showcases, expert advice, case studies and thought leadership.
7. Jump in—Have fun, take chances, and learn from your mistakes.
The ZMOT is happening all the time. As marketers, we have the ability to jump in and engage our customers in ways we never have before. It’s time to change the conversation.
To download the ebook Winning the Zero Moment of Truth and watch ZMOT videos, visit http://www.zeromomentoftruth.com.
