What is the Zero Moment of Truth?

The internet has changed how consumers make buying decisions. These days, consumers don’t just head into the store to view products or learn about services from friends and family; they also take the time to research their options online.  This research stage is known as the Zero Moment of Truth.

Zero Moment of Truth (ZMOT) – When research is conducted about a product or service online before a potential customer takes an action to interact with the brand, product or service.

Why is the Zero Moment of Truth so important?

  1. There are more micro moments than ever before.  People are always looking up answers to everyday questions on Google. Every Google search is a micro moment and each micro moment is new opportunity for brands to get noticed.
  2. Mobile is on the rise. The convenience of smartphones, tablets and other mobile devices has given consumers the freedom to look up answers on-the-go. These research moments or moments of truth can happen anytime, anywhere, creating a constant stream of engagement opportunities for your brand.
  3. People research first and buy later. Most people research products and services thoroughly before heading out to the store to make a purchase decision. This includes comparison shopping online, browsing product reviews and using forums to ask questions from other consumers. Brands should be sure they are honing in on their target consumer during this research phase, in order to come out on top. In today’s world, the mentality is: Research first – Buy later.

As a brand, optimizing your marketing strategy to target the Zero Moment of Truth will ensure you are engaging with your target audience at the precise moment they are searching for your products or services. If you have any questions, or would like to learn more about how you can improve your marketing strategy to capitalize on the ZMOT, one of our marketing experts will happily assist you. At Bloom Ads, we can help you create an effective media plan that drives ROI for your brand. Visit our website to learn more about the services we offer or give us a call directly at 818-703-0218 to speak with an expert today.

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