Tuesday, 5 July 2011

ZMOT- when you do your online search for a new product/service, theres a name for it!

The Zero Moment of Truth (ZMOT) is the moment you form your decisions while on the first research on the Internet for a product or service. Why is this important? Because consumers used to gather impression/information/reputation of a product from the store (for eg after they see an ad), now they just visit twitter, facebook, forums, landing pages, company websites...

Download the ZMOT ebook

Process:
person sees ad --> goes online and hit product name, sociel media sites, shopping comparison sites, product review sites, price comparison sites --> makes his decision to cehck out product in mall.
Does this sound familiar? Yeah i do it everyday. :)

Interesting facts:

  • Mobile searches on google doubled last year.
  • Consumers uses 10.4 sources in 2011, compared to 5.3 sources of information in 2010.
  • Consumers no longer make shopping decisions in a linear way. Rather, like neurons, they branch out to gather as many information as possible from friends, ads, social media..
  • keyword to optimize for: best, top...
  • Average length of research for 80% of people before purchase: 1 month. 
Priority in search
Big ticket items: 1) prices 2) quality 3) design
Retail consumer products: 1) information 2) reviews 3) discounts

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