Why ZMOT is the new FMOT

Catching the attention of potential customers as early as possible is more important than ever. Consumers have constant access to product information, reviews and coupons, and this changes their decision-making process. Google’s Jim Lecinski has written a thought-provoking book on the subject, showing how marketers can use this principle to gain a competitive advantage.

The idea is this: traditional marketing funnel models assume a three-step process in decision-making:

  1. Stimulus (commercial, advertisement)
  2. First Moment of Truth (finding and purchasing the product in a store)
  3. Second Moment of Truth (the customer experience)

Lecinski adds a new phase, between the stimulus and the First Moment Of Truth (FMOT): the Zero Moment of Truth (ZMOT):

ZMOT is that moment when you grab your laptop, mobile phone or some other wired device and start learning about a product or service you’re thinking about trying or buying. I’m sure you know what I mean — you probably do web searches like this every day.

It’s a fact that many consumers do research online before buying a product. They want to be informed and look for that information via search engines, consumer reviews and corporate websites. If you can make sure that your product shows up when people are looking for it, you can actively draw them to your business. This does mean that you have to be on top of your customers’ wishes: only if you know what kind of information they are looking for, you can offer it to them. The Zero Moment of Truth model incorporates the new reality in marketing and finds a way for marketers to help consumers in their search for information.

You see the advantage. If you’re available at the Zero Moment of Truth, your customers will find you at the very moment they’re thinking about buying, and also when they’re thinking about thinking about buying. You can personalize your message for greatest impact with each possible moment and motivation.

Curious? Watch the video below to learn more.


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