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When it comes to marketing and advertising (and let’s face it, most things in life) small details can have a huge impact. But there are also big details that make even bigger impacts, like the Zero Moment of Truth (ZMOT).
In July 2011, Google’s Jim Lecinski released a free e-book entitled “Winning the Zero Moment of Truth.” The concept is now often referred to simply as ZMOT. He put a name to the behavior that we all knew was happening, but was having trouble articulating. His book outlines the game-changing shift that the modern model of marketing has experienced due to the salience of the Internet in consumers’ purchasing decisions.
If you’re only reading about this now, you’re already behind. But don’t fret: this article, its recommended links, and our upcoming coverage with strategies and tactics will get you caught up.
ZMOT: The Evolution of the Idea
In 2005, Proctor & Gamble Co. published an article about the “First Moment of Truth.” They described the process of a purchasing decision, starting with traditional advertising and ending with word of mouth.
It started with stimulus: traditional advertising via television, print, and radio brought awareness of the product and brand to the consumer’s awareness.
Next came the First Moment of Truth (FMOT): product placement. The point at which the customer is faced with several brands and makes the decision to choose one brand over another.
The Second Moment of Truth (SMOT) is experience: the customer experiences the product and decides whether or not it is a favorable one. The result used to be word-of-mouth to the individual’s networks: close family, friends, co-workers, etc.
Now, as Jim Lecinski points out, the process has evolved with the addition of the ZMOT and a much more powerful, digital “word-of-mouth.”
What Exactly is ZMOT?
ZMOT is the period of time that the consumer spends online conducting research before making a purchasing decision, whether that individual chooses to take five minutes, five hours, or five months to conduct research is up to them.
ZMOT takes place on the Internet and falls between stimulus and the First Moment of Truth. After being influenced by stimulus, consumers now go online to conduct research rather than going right to the store. Lecinski’s book, “Winning The Zero Moment of Truth,” is all about what ZMOT is and how to be there when your customers are looking for you.
And that’s the point: to show up positively when and where your potential new customers are looking for you as they conduct research before making a purchase.
The emphasis here is on a digital marketing strategy. Ask yourself if you would show up if customers typed the name of your business, or another keyword relevant to your business, into Google search. Then ask yourself if they would like what they found. What is your business doing to help you show up during the Zero Moment of Truth?
Getting Started with ZMOT
This article is meant to serve as a jumping off point for us and an introduction for you. We will be revisiting the concept of ZMOT and how to implement strategies for your small business in order to help you win the Zero Moment of Truth.
For now, read the e-book and find out where you stand. Open a browser, log out of Google (as to not skew your results), and type the name of your business into the Google search bar. See what comes up on page one and page two, thinking about which web assets of yours could be promoted in order to move them higher up on page one. Our future articles about ZMOT will provide specific strategies and tactics to help you make it happen.
Get Busy Media is a blog and resource center that helps small businesses and entrepreneurs build smarter companies. For more information on how to jump-start your small business marketing, please visit www.getbusymedia.com or connect with us on Twitter, @GetBusyMedia.
