The zeroth moment of truth, the beginning of the decision making process
The Zero Moment of Truth (ZMOT) can be the exact moment that a person is waiting in the queue, or waiting in the bus to arrive at the destination, or while walking or running, dinning or drinking a cup of coffee before going to bed. This moment happens millions of times every day along with other activities in your life and in this way the process of decision making will take place.
Changing the buying process of customers with the presence of the Internet
In the modern era, the Internet has changed how we decide significantly. Daily, a majority of customers make the decision to buy a product online. Google conducted a survey that said 88% of customers search before purchasing anything and after that Google presented the term Zero Moment of Truth (ZMOT) for the first time in 2011. This moment is one of the 5 moments in the decision making process in order to buy a product or use a service. In other words, Zero Moment of Truth (ZMOT) refers to a moment in the purchase process when the customers seek out online for buying a product or something which is important for them. For example, online users search for different kinds of cell phones, their features and prices before deciding to buy that device.
Here is a simple example; imagine a mother who watches an advertisement about optometry for kids. While in the past, the mother would call an optometrist directly, today she uses her cellphone to seek out about optometry, the necessity of optometry and locations that have optometrists. As a result, we call this moment the Zero Moment of Truth (ZMOT). These moments are motivations for customers to go to the next step for buying a product. Search engines and social networks provide this moment so that customers can purchase with enough knowledge and more confidence.
By introducing the Zero Moment of Truth (ZMOT), Google showed that the customer buying process is changing in a way that:
- 50% of customers use search engines to search for a product or a brand.
- 36% of customers check the websites of brands and producers.
- 31% of customers check online reviews and other people recommendations.
An example of the zeroth moment of truth
In addition, a study in 2014 showed that in these moments consumers are willing to use their smart phones for searching.
As a result, as we said above, the buying process has changed by the advent of the Internet in recent years. Although in the past, people received the information they needed in streets or in-store, today they use the available information in the social media. Thus, in order to be effective and attract an audience to a product or brand, you should change transferring information methods. Today a majority of business owners use online catalogs like websites or social networks like Telegram and Instagram because they know with creative web design, effective text and visual content and search engine optimization they can appear in the results of searches. Hence, be flexible in order to be successful and send your message in the most effective, and easiest way for people.
The next step is the First Moment of Truth that the customer finds the product and tend to purchase and then in the Second Moment of Truth the customer is experiencing the product.
In order to persuade the consumers to buy your products in the Zero Moment of Truth (ZMOT), choose Macan digital marketing agency . Macan digital marketing agency in Dubai with an active and professional team helps you to be aware of consumer`s tastes and convince them to buy from your website.
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