Zero Moment of Truth
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The Zero Moment of Truth pertains to new consumer behavior, surrounding the use of the Internet to discover, research and even complete a company’s desired action.
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Zero Moment of Truth
- 2. Traditional Marketing Model Stimulus marketing effort caught the consumer’s attention First Moment of Truth consumer finds themselves confronted with the “will they/ won’t they” decision Second Moment of Truth consumer evaluates their decision
- 3. The Internet Changed How Consumers Make Buying Decisions Instead of waiting for a company to make themselves known—stimulus—the consumer actively pursues brands and providers based on their desires. This is “the zero moment of truth.”
- 4. Define: Zero Moment of Truth (n.)—describes a revolution in the way consumers search for information online and makes decisions about brands.
- 6. Consumer Attention in the 21st Century
- 7. What Can Companies Do? Instead of creating campaigns seeking out consumers’ attention, companies should be ready to provide the information that the consumer is looking for when they are looking for that information.
- 8. Increase Conversions Utilize online presence to endear the brand to a customer and to collect information concerning those users are looking for.
Editor's Notes
- As a pop-culture reference, “the moment of truth” is understood to be the moment that something will or won’t happen, when someone will or won’t take an action. In the business world, however, the concept is applied to consumer and a desired action. “Will they/ won’t they” buy the new camera? “Will they/ won’t they” make an appointment to the spa? “Will they/ won’t they” watch that movie? The Zero Moment of Truth pertains to new consumer behavior, surrounding the use of the Internet to discover, research and even complete a company’s desired action.
- But before I get ahead of myself, let’s discuss what the consumer behavior was before the Internet. In the days before the Internet, this moment was linear. The progression began much like you would assume—a marketing effort caught the consumer’s attention (stimulus), the consumer finds themselves confronted with the “will they/ won’t they” decision (the first moment of truth), and whether or not the desired action was taken, the consumer experiences the second moment of truth as they evaluate their decision. This linear consumer-path from stimulus to first moment of truth to second moment of truth is referred to as the Traditional Marketing Model.
- But the Internet Changed How Consumers Make Buying Decisions With the ever-growing dependence on the Internet, the way consumers find a given company and research that company has changed; instead of waiting for the company to make themselves known to the consumer—stimulus—the consumer can actively pursue brands and providers. This practice within the decision-making process is referred to as “the zero moment of truth.” Google defines this as the “online decision making moment.”
- A broader definition of the Zero Moment of Truth is— It describes a revolution in the way consumers search for information online and make decisions about brands.
- This is important because marketers need to be aware of how consumers make their buying decisions and need to modify their strategy accordingly. Consumers now have an inherent ability to block out the noise of traditional marketing efforts—skip commercials with their DVR, block web banners during their web browsing, ect.
- What can you do? Well, instead of creating campaigns seeking out consumers’ attention, companies should be ready to provide the information that the consumer is looking for when they are looking for that information—the Zero Moment of Truth. It also emphasis the consumer satisfaction since now consumers have the power to impact future consumers in a very far reaching way.
- By acknowledging the impact that the Zero Moment of Truth has on consumer behavior, companies can utilize their online presence to endear their brand to a customer and to collect information concerning W hat users are looking for.
- I hope you learned a little bit about what the Zero Moment of Truth is how it impacts business today.