Up until now, leading brands have been the ones who consistently win at two ‘moments of truth’ for their consumers:
The first moment is the consumer experience when they’re about to buy something (e.g. standing in front of a freezer cabinet looking at the peas)
The second moment is what happens when they use it for the first time (the peas are on the fork, so to speak).
Google argue that the ability to create and share your own content about brands has given birth to a new moment, the Zero Moment of Truth (ZMOT). Consumers can now discover a great deal about you before making a purchase; without going anywhere near your marketing or sales. Their research found that people now look at over 10 different sources of online information before making a purchase.
What does this mean? It means that as marketers we need to understand how to win at ZMOT.
A new way of buying
Stop for a moment, and think about the last time you bought something new. Does this sound familiar?
Step 1: what do I want to buy today? Ah, plane tickets to Spain!
Step 2: Make mental list of who I know that sells tickets
Step 3: Do some initial research to create a shortlist of providers with the best combination of price and flight times
Step 4: Pause… how to choose between them?
Step 5: Open a new browser window and type “BA flight review” and repeat for other options.
Step 6: Skim the scores, start reading what people say about their personal experiences and make your decision taking all this on board.