Why PRs need to get to grips with Google's Zero Moment of Truth
Last year Google published a new marketing model that added an extra step into the traditional view of the customer purchase journey.
Labelled The Zero Moment of Truth (ZMOT), the model essentially states that the internet has created an additional customer touch point between the original advert and the actual purchase.
ZMOT is when consumers go online to research products, look for reviews or try to find coupons.
ZMOT stems from a survey Google commissioned of 5,003 consumers in which 84% of respondents said that online feedback and research helped to influence their purchase decisions.
In the old model the purchase was known as the first moment of truth, so Google named this new research stage the ZMOT.
The average shopper now uses 10.7 sources of information before making a purchase, ranging from 5.8 when looking for a restaurant up to 18.2 when researching their next car.
Therefore it is important for PRs to try and influence the conversation on blogs, forums and social media, as it is a vital stage in the purchase journey.
They also need to be aware of which demographics are involved in the conversations online.
Garner highlighted data from The Pew Research Center’s Internet and American Life Project which shows that while people aged 18-34 are more likely to use search engines and buy more online, in total there is 400% more feedback online from people aged over 35.
Separate research by Reevoo shows that 88% of consumers ‘sometimes or always’ consult reviews before making a purchase, so the benefits of improving the brand image with older consumers should not be overlooked.