Consumer choice is a crucial step in the purchasing process and digital media now play an increasingly important role in buying decisions. For many consumers the internet is the first place to look for information that will inform what they want to buy
But, which is the process to buy a product? What are our influences on purchase? Why do we buy a brand?
Google has developed a retail specific model for understanding customer journeys, widely discussed in marketing of this consumer decision making known as Zero Moment Of Truth
ZERO MOMENTS OF TRUTH – A NEW MARKETING STRATEGY
Product or brand based research sees brand added and subtracted to the early consideration set. Based upon price. Performance online reviews, in store browsing and social media
FIRST MOMENT OF TRUTH
A final shortlist is set based upon the evaluation phase –products are viewed and reviewed either online (desktop and mobile) or at shelf in store, possibly both at the same time.
The moments of purchase and associated experience is central to how the consumer feels about the brand, as well as the retailer, before consumption takes place – are the excited or impartial?
SECOND MOMENT OF TRUTH
Unwrapping, unboxing and using – the consumer now has new information for future brand purchases, as well as the ease and means to share those experiences, creating a brand foot-print for future consumers to follow
Positive and negative reviews become the next person ZMOT or Trigger
A consumer’s journey is emotional triggered by need or want, influenced by direct and indirect brand messages, friends, WOM. It is not, necessarily anything to do with brand owners, or their advertising
INITIAL CONSIDERATION SET
Consumer’s carry preference and preconceived ideas. Often enabling a rapid forming og an early consideration set for research and exploration in store, at home online or via mobile on the move.
If you’re interested in learning more about the consumer behaviour that’s changing the way marketers think about branding and online commerce, we invite you to click in www.zeromomentoftruth.com