The "Zero Moment of Truth" (ZMOT) is essentially marketing speak for a stage of a users buying process. You may have heard about ZMOT but not neccessarily know what it really means or how you can take advantage of this trend.
Engaging a customer to buy a product/service typically they will follow these steps:
- The customer is made aware of the product (maybe through advertising).
- The customer researches and engages with resources around their buying decision (the ZMOT).
- The customer goes out and purchases the product/service (point of sale).
- The customer experiences the product (and post-purchase dissodance).
Point 2 is considered to be "The Zero Moment of Truth" and it's important because research shows that this is the most significant stage in a customers buying process where they go from being undecided to decided regarding a purchasing decision.
ZMOT has been pioneered by Google and they have a nice video discussing it's logic:
How can I target ZMOT?
One way you can target ZMOT is to create content and resources that engage a user at this stage in their buying process to enable them to conclude their purchasing decision. If it is your information and guidance that influences this decision then you are much more likely to generate a sale via your platform or providers. Some examples:
- Creating videos to demonstrate a product or service.
- Creating articles to help inform a customer.
- Providing ad-hoc support at the zero moment of truth.
- Engaging the user with interactive tools and resources.
Where does web development tie in with the zero moment of truth?
Big business models have been built around engaging customers at the zero moment of truth. Look at price comparison websites for example, their whole model is to sell on the basis of providing a customer with a price comparison and in reality it is the bespoke functionality under the hood of these websites that enables this whole process to happen. Also, sites like moneysavingexpert.com get their revenues from recommendations on their site. By engaging their visitors with tools to help them in their buying process such as mortgage calculators and online savings applications so that those users trust and engage with their supplier recommendations.
If you are bringing a complex compare/communicate product or service to market then having a web application or bespoke website tool to engage a user at the zero moment of truth may well be the best way for you to generate sales. For example, you may consider doing the following:
- Having a calculator (like the SVD calculator we made) to communicate pricing more simply and to advertise cost savings.
- Creating a tool to auto generate rough quotations based upon some criteria.
- Creating an online portal with a login system to allow users to interact in a unique way at the zero moment of truth.
- Enabling a user to cross compare your offerings more easily to move them to a decision more quickly.
This is by no means a definitive list but should give you some ideas on where you may be able to take it. We think it makes sense and should certainly be on your radar. As always if you need any help or guidance then please feel free to get in touch.
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Want more information on ZMOT? Check our Google's zero moment of truth website.