Understanding the ZMOT Moment

Not many people outside the marketing community really know what the phrase “Zero Moment of Truth“, or ZMOT (pronounce it Zee-Mot), as it’s known, really means. Although, right at this moment yet another revolution is taking place in the world of shopping, buying, selling and marketing. This is one of the latest and most exciting shifts in the way we do business and is something no one can afford to ignore. It’s a critical factor that smart marketers need to understand – now.

To understand what ZMOT is, I’ll provide a bit of background. The term has its origins from a similar term called FMOT, which stands for First Moment of Truth. The term was coined by the marketing gurus of Proctor & Gamble. Here is what FMOT describes:

A customer is shopping in a grocery store, say, and they are standing in front of the frozen food section looking at a wide selection of frozen pizza brands. There is a lot to choose from. The customer has a decision to make. This is the First Moment of Truth, or FMOT.

Marketers realized that FMOT is a critical moment in the buying decision. What will make the customer choose one pizza brand over another? The label? The brand name? The overall attractiveness of the product? Well, the pizza brand that wins this decision game in the mind of the consumer is the one that prevails in the First Moment of Truth. It was clear then, if sellers could successfully manage the FMOT, they would beat their competition more often, and sell a lot more products.

Now enter an all-new level of the game: ZMOT!

This all new, even more critical level of marketing was enabled by the advent of Internet search engines, and by smart phones. Consumers now have an incredible new way to make a decision about what they want to buy and who they want to buy it from.

Here’s an example: You see a product you might want to buy – but first you jump on Google and do a quick review to get more information about the product, and to see what other people are saying about it. You instantly find scads of information, including what dozens or hundreds of other people are saying about their experience with that product. If a lot of other people loved it, you’re probably going to buy it.

And now that people are bringing their Internet-enabled smart phones into the store with them, they can look up information about product at the very moment they’re looking at in the store before they decide to make a purchase. That is ZMOT, the Zero Point of Truth!

Just as sellers were eager to “win” the mind of the consumer in the First Moment of Truth, they now realize that they must prevail in the ZMOT, the Zero Moment of Truth.
So the question for sellers of any and all kinds of products today is – what is my ZMOT factor? What are people finding out about my product when they go online to gather the information they need to make a buying decision.

Understanding ZMOT, and knowing how your product can prevail in the incredible new ZMOT revolution, is now perhaps the most critical factor in selling and marketing today. And remember, the Zero Moments of Truth happens to us in many ways in our lives, not just at the local department store. Anything that requires a person to make a yes – no, buy – don’t buy type of decision has a ZMOT moment.


About Allyn Cutts

Allyn Cutts

I'm a marketer, plain and simple. I'm the owner of Cutts Group, a marketing company located in the Lehigh Valley, PA. We have been serving local, regional, and national companies for more than 12 years, and we have a vast knowledge of *What's Working & What's Not* in marketing. There is a tremendous opportunity for businesses today... Since only 26% of businesses have invested any time or effort in online marketing, the market is wide open for those businesses that take the time to discover what the Cutts Group can do for them. These days, since 97% of consumer's research local companies online before making a buying decision, it is critical that businesses have an outstanding online presence and reputation, and are prepared when their prospects reach the zero moment of truth.

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