3Jul/110
ZMOT: the Zero Moment of Truth for consumers’ purchase decisions
Consumers live and learn and make buying decisions today by using a variety of sources:
- ratings and review sites
- friends on social media, at home and on the go,
- (more than ever:) video
They're looking for search results, user reviews, four-star ratings, text ads, image ads, news headlines, videos and even good old-fashioned official brand websites. They're asking answers for three questions about products and services they're considering to buy:
- Will it save me money?
- Will it save me time?
- Will it improve my life?
The First Moment of Truth (FMOT) is when the consumers stands in front of the shelves in the store. In a new eBook, Google employee Jim Lecinsky identifies a Zero Moment of Truth (ZMOT) just before that.
Some factoids from the eBook:
- a full 70% of Americans now say they look at product reviews before making a purchase
- 79% of consumers now say they use a smartphone to help with shopping
- 83% of moms say they do online research after seeing TV commercials for products that interest them
Further reading: