And make sure you’re answering all inquiries that pop-up on social media. Make sure you set yourself out-offer discounts, free shipping or a “wow factor.” Feature customer testimonials and review sites on your website, so potential customers visiting and researching your brand can see other happy customers. First Moment of Truth: At this point, your customer is already pretty far down the purchasing funnel and has decided to evaluate a few different brands before making a purchase.Blog posts are the best way to get started here-and work to understand or have someone help you with an SEO strategy, so you’re smart about ranking long-tail keywords with blog posts answering questions your customers are seeking. Zero Moment of Truth: As mentioned above, this is when you want to reach your customers with content while they’re searching in Google and other search platforms such as Pinterest.How To Apply ZMOT To Your Small Business: As a business owner, you should be thinking about applying ZMOT to your customers, too. Brands began to look at what content they could create, so potential customers found them online instead of their competitors. Through Google’s onset of ZMOT, content marketing was born. They were essentially saying, “Hey now, you need to pay attention to your consumer’s online behavior and market to them before they even know they need you.” This type of marketing shows up in the form of content marketing such as blog posts that answer questions your target audience might be searching for, Instagram images, Pinterest images and posts, tutorial YouTube videos, tutorial BuzzFeed videos and more. When Google launched the concept of Zero Moment of Truth, it rocked the marketing world. Third Moment of Truth: By this moment, your customer has become a fan of your business and engages with you on social media.Second Moment of Truth: This happens after your customer has purchased and used your product, and hopefully the experience lived up to the promises you made in marketing and communications.First Moment of Truth: Lafley referenced this as being an ah-ha moment that consumers have when they interact with your brand and its competitive alternatives, likely in person or via an online store.What does all this mumbo jumbo around moments of truth actually mean? Here is a quick and easy breakdown for you: The third moment of truth was later introduced by Pete Blackshaw, Vice President of Digital and Social Media at Nestlé. Lafley, talked about the First Moment of Truth and Second Moment of Truth. Procter & Gamble first introduced the concept of “moment of truth” marketing in 2005 when their Chairman, President & CEO, A.G. But, where the research becomes interesting is how these types of behaviors affect purchasing decisions for customers, and ultimately affects your business profits. This type of online purchasing research likely isn’t rocket science for you, and you’ve probably done this type of research yourself. And now with the rapidly growing onset of mobile, Google says it matters even more since customers can discover your brand at their fingertips, at every moment of the day. In 2010, the average shopper used approximately five sources of information before making a purchase. Before purchasing, people were typing into their Internet browsers questions like, “What laptop has the best battery life?” “What toothpaste is best for teeth whitening?” and “What do I use to take a stain out of a white shirt?” In fact, there was a significant rise in how many pieces of content people were consuming before making a purchasing decision. People everywhere, all over the world, turned to Google to research a product before deciding to make a purchase. What Zero Moment of Truth simply means is Google noticed there was a new step now in the purchasing funnel, between advertising and in-store purchasing. Google called this research a new marketing strategy referred to as the “Zero Moment of Truth” (ZMOT). In 2011, Google released research that proved their search engine had changed people’s behaviors, which led to a trickle-down effect for businesses and how they marketed to their customers. But perhaps the most significant contribution Google has made to the world is its search engine and how it changed the way we live, eat, buy and do business. It’s no secret that Google products have changed the world in significant ways- one billion people use Gmail every month, and there were 98.5 million Android smartphone users in the U.S.
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