I’ve already lost count of the number of articles Tom Fishburne has inspired me to write on this blog. It is clear that part of his job is to represent the situations that marketing professionals encounter in our daily lives (at the end of the article I leave you his comic strip). One of them is the supposed “Zero Moment of Truth” so talked about and treated in many forums. What is Zero Moment of Truth and how to apply it in marketing? It is a concept that has its origin in 2005 with the help of AG Lafley (Procter & Gamble), when he talked about the key moments when buying the product in the store, when he uses it and the third when he talks about his experience of use with the the rest. In 2011 Jim Lecinsky coined the idea of “Zero moment of truth” (ZMOT), to refer to pre-purchase research.
We see how there are actually key moments
The ZMOT or Zero Moment of Truth are what we can consider the greatest “responsibility” of marketing. Well, it is in charge of taking customers from the first searches to the thank you page after making the purchase. From that moment on, it continues to play a very important role. But other departments are already entering into the management industry email list of existing customers and their satisfaction with the product or service. How have moments of truth evolved in digital marketing? The starting point of the ZMOT concept is to make the search for pre-purchase information as easy as possible, to lead the greatest number of people to the purchase. To do this, based on our buyer persona . We must define the most probable paths of this
But what happens when I need to sell
Neither my product is the best on the market, nor do I have sufficient knowledge and experience to . Define the customer journey adequately. Well, we try to hide it by using marketing tactics that have worked for others, to try to get the sales we need. For example. We ask for positive reviews: we try to force having a good rating by asking for India Lead these reviews at different times or from different groups of people (in a restaurant when paying, on the thank you page after the purchase, if we are a small company from our acquaintances, reviews from change of some incentive, etc.). Web testimonials: in the same way we put. Testimonials on the web that are almost true, but are written in a way that makes . Them seem like something else. We force the publication of positive articles on websites and blogs related to our product.