ZMOT: The zero moment of truth in the development of an inbound marketing strategy


The Zmot (i.e.: Zero Moment of Truth) is considered by some to be the first step in the process of purchasing a product by the consumer in the digital age.


The Zero Moment of Truth, in fact, occurs when a purchase stimulus is triggered in a person's mind and that person uses the Web to search for information about the product or service to be purchased.


Although it may seem like an obvious course of action, Zmot is a fundamental step in building an inbound marketing strategy.


But to fully understand it, you have to start from the beginning.


FMOT: the first moment of truth


As we can imagine, the Zmot comes into play with the advent of digital technology, and especially with the spread of digital culture and the devices that have allowed it to expand.


However, marketing strategies have a much older origin than the Internet era: they were simply planned differently. In this case, the attractive features of the packaging played a key role in making the sale.


In fact, when the consumer is in front of the shelf of a shop or supermarket, he has to make the choice of buying the product of one brand rather than another. And it is here that the First Moment of Truth takes place: that period of time in which the consumer notices a product on the shelf and, in a few seconds, decides whether to buy it or not, or whether to buy the competing brand next to him.


The Fmot (first moment of truth) is an essential moment in the sales process and this is why in supermarkets we see products with packaging in the most original shapes and colors possible: the aim is to attract their potential buyer. And in this sense, even the position of each brand on the shelves is not random, so much so that some brands pay retailers for privileged positioning.


SMOT: the second moment of truth


The path to consumer loyalty is clearly not over. In fact, after the sale has been made, the so-called second moment of truth comes into play, which occurs when the product is actually used. This is when the consumer decides whether or not his or her expectations of consumption and use have been fulfilled and whether or not the product is worth buying again in the future or choosing a competing brand.


Marketers must therefore be fully aware that their company's product must not only have characteristics that will bring the buyer closer, but must also be able to pay for itself.


ZMOT: digital triggers the zero moment of truth


These two very important moments in the sales process - invented in 2005 by the multinational Procter&Gamble - have always had, and still have today, an almost vital value for any brand.


However, in today's era, the advent of digital technology has given rise to a new step: The Zmot, which is activated in the consumer at the moment of a purchase stimulus (generally triggered by the fruition of an advertising message) and made concrete with the search on the Web for information about the product itself. This operation is decisive in the process of choice and anticipates in time and importance the moment of choice that materially takes place at the point of sale.


ZMOT: the zero moment of truth in inbound marketing


It is in this context that marketing campaigns, which are now increasingly oriented towards the inbound philosophy, must be developed.


Taking into account the fact that any person has a smartphone or computer at their fingertips with which to carry out searches is essential, which is why not being reachable at the click of a button can be extremely damaging. When the user makes a search, the company operating in the sector concerned must be able to respond appropriately, satisfying the requests typed in and directing him to the point of sale (online or physical, it doesn't matter).


In this sense, the opportunities offered by search engines are of fundamental importance, and are realized through organic or paid positioning strategies, but above all through clear and quality content.


Positioning on the results page of Google, or any other search engine, can therefore determine the survival of a business.


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