ZMOT: Winning the Zero Moment of Truth
In ancient times tribes would discuss where the hunting was best, where water could be found and used this information to plan hunting trips or journeys. This later evolved to chats with the neighbor over the garden fence and with the information technology era to bulletin boards.
The difference now is that this exchange of information is much more public and engages many more people, with a simple question such as “is the XYZ a good choice for off-road four wheel driving?” likely to generate hundreds of responses that are both complimentary and critical, from all over the world.
While many people may consider the ZMOT does not apply to their industry or products, ZMOT: Winning the Zero Moment of Truth disputes this and cites interesting examples from 3M and US corporate giant General Electric (GE).
In the case of 3M, incorporating the ZMOT into their sales and marketing process saw 3,000 comments in the first year alone relating to its Scotch tape brand, while a YouTube search by GE found hundreds of videos, including videos from its competitors, on things such as intelligent thinking for production line automation.
According to Beth Comstock, senior vice president and chief marketing officer of General Electric, “it was a great eye-opener. Whether you’re buying a new refrigerator or a jet engine, you want to do your homework in advance”.
For local tradespeople, restaurants, or retailers the importance of the ZMOT is just as relevant, with 20 percent of Google searches being for local suppliers, while 40 percent of searches made from mobile computing devices such as smartphones or PC-tablets being for local merchants.
Betty Crocker the world’s first social media maven
One of the earliest adopters of winning the zero moment of truth was home-bake goods manufacturer Betty Crocker who, in the 1940s, was receiving up to 5,000 letters a day, with hundreds of people employed to write personal replies.
Mark Addicks, senior vice president and chief marketing officer of General Mills (who now own the brand Betty Crocker), said “in the 1960s we had 350,000 people join the Bisquick Recipe Club. That was ‘social media’ before social media existed”
ZMOT: Winning the Zero Moment of Truth outlines seven essential steps anyone with a product to sell and wishes to seize the ZMOT should adopt and follow, citing several textbook examples of how the concept have been applied.
Additionally, ZMOT: Winning the Zero Moment of Truth contains a detailed appendix explaining the methodologies used for the various statistics quoted throughout it.
Anyone with a website that promotes or sells products and/or services should read ZMOT: Winning the Zero Moment of Truth if they wish to stay relevant in the changing purchasing habits of the 21st-century consumer.
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Search engine optimization • eCommerce • ZMOT • SMOT • FMOT • social media • social network marketing • Betty Crocker