Ways to win buyers at ZMOT [Zero Moment of Truth]

Last week I was on the phone with a video/online marketing company to inquire about how much it would cost to produce a video.  I was shocked to hear that it can cost any where between $2500 to $3500 for a 60-90 second video!  I did introduce myself as an aspiring marketing student who was only getting this information for a report and not really in the market to buy.  The guy on the phone was super nice and started to talk about ZMOT and how it was important for me to google it and look into this.  I’m glad I did and I’m thankful to him for sharing his expertise with me.

evolution of a shopper

Internet has influenced how people buy and now a days they have multiple influences to help them decide what to purchase.  Before the internet, it was difficult to compare product specifications and prices so you would rely on salespeople or flyers to give you information.  Now a days you can quickly and easily compare this online.  Not only can you research before you buy but if you have a smart phone, you can quickly bring up information quickly in the palm of your hands.  Google Insights (which I talked about in my previous post), has a whole handbook on how to win shoppers.  This handbook can be downloaded for FREE.

The handbook contains several strategies on the following:

  • Showing up at the right place.  A study has be done to show that 90% of users go to multiple screens to achieve a goal.  That could be a combination of tv, smartphone, computer or laptop.  Popular athletic brands such as Reebok and Adidas found that running integrated campaigns across all digital screens resulted in 131% brand lift or 2 million views.  Consider affiliate marketing to gain leads for your website in exchange for a lead fee.  According to Google Insights study they report that 70% of undecided customers will buy if they can get a coupon. 
  • Show up more often.  Include generic words in your keywords for searches and not just your brand.  For instance customers maybe interested in buying cotton swabs instead of just typing in Q-tips.  Alan Green, VP of Marketing at The Search Agency, says, “To grow the size of the pie,  you have to go non-brand.
  • Show up with the right content. The ZMOT elements for the right content are loyal, convenience and speed!  This requires knowing your customers and what they buy.  Then target them with specials based on personal recommendations and past purchases.  Convenience is about making the purchase easy, which purchasing online is pretty straight forward and only takes seconds compared to driving, parking and shopping at a busy mall.  Offering an easy way to return an item should be part of this convenience strategy because no one likes being stuck with a product that they don’t like.  Speed is about helping the buyer get their products in a convenient manner such as getting it delivered to their door without driving.

Many companies have saw how their sales improved by implementing these strategies and it’s well worth the effort if you can invest some time to developing ZMOT in your marketing plans.

Get the ZMOT guide from Google Insights for FREE.  It’s a great read!  Or you can join them at zeromomentoftruth.com.

I hope you find this helpful in your online marketing journey.  This is my last post for this class.  I wish you all the best.

Sources:

The ZMOT Handbook. Google Inc.  Retrieved on April 22, 2012 from http://www.google.com/think/research-studies/2012-zmot-handbook.html.

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