Zero Moment of Truth

The internet and other information and communication technology has made it very difficult for companies to differentiate. Now everything is open to customers and they can check the details of all competitive products in an industry, its prices and the difference if any. The trend of online shopping and availability of all the details has made buyer behavior change. Company’s marketing efforts are not keeping pace with these changes due to the complete access to the product range in a specific industry. This is the time of real differentiation and no one can compete based on the difference in outlook or marketing campaigns. So company’s survival is differentiation in the real sense. In this digital world customers seek out online ratings, price comparisons, social media reviews, in-depth details about features of different products, checkout videos and many other ways of using the internet to make a buy decision. Marketing strategies have to evolve in accordance with changing shopping behavior.

The marketing personnel, CEO, sales representatives and entrepreneurs need to understand this shift in marketing strategies. Winning the zero moment of truth, an ebook from google’s managing director discusses how to succeed in this changing environment based on exclusive market research. Zero moment of truth or simply ZMOT is a buying approach as the new search in America reveals that 70% of buyers look at product reviews before buying, 79% use a smart phone to help with buying and 83% of moms do online research for a product of interest in TV commercial. Online presence works to affect the customers’ buying decisions when they are searching on the Internet, social media, and other online sources of obtaining product information. Now, everyone uses their search devices to get information and product reviews, before a purchase decision, as they do not have time to waste at markets. This is the zero movement of truth when they decide what to buy. Companies need to realize this marketing shift and strategies should be there to cope with the new trends of buying decisions. Winning the zero moment of truth discusses the strategies for companies in this new paradigm.

To learn more about ZMOT click the link below:

http://www.zeromomentoftruth.com/#utm_campaign=en&utm_medium=et&utm_source=us-

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