The Zero Moment of Truth is a theory produced and backed by research performed by Google in 2011. This theory states that consumer behavior has been changed by the accessibility and expansiveness of the Internet. The Zero Moment of Truth, more specifically, is the moment in which a consumer decides to purchase a product or service as a result of outside stimulus.
In one month alone, Google helps to field over 100 billion searches, according to Internet data. With each of these searches, there is an opportunity to reach an audience with Orlando digital marketing when they are most engaged. Brands have needed to be increasingly visible to answer the questions posed by online users, and these windows of opportunity are called micro moments.
“Mobile has forever changed the way we live, and it’s forever changed what we expect of brands. It’s fractured the consumer journey into hundreds of real-time, intent-driven micro-moments. ”
-Think With Google
More and more micro moments are being created on mobile devices due to the convenience and accessibility that smartphones provide consumers. As consumers’ behavior has evolved into being constantly connected, brands are forced to face the reality that they need to be constantly connected and visible as well.
A consumer visits 10.7 places on and offline during their purchasing journey. These are defined by Google as the Points of Influence on the Path to Purpose.
Defining Micro Moments
Is It Worth it Moments
Show Me How Moments
Time for a New One Moments
Didn’t Plan for This Moments
One Step at a Time Moments
Ready for Change Moments
New Day New Me Moments
I Wanna Talk to a Human Moments
How to Win Micro Moments
Be There – As a brand or organization, you’ve had to anticipate the micro moments for users in your industry and then create a strategy to be there to help when those moments occur. According to a 2015 Google study, 65 percent of smartphone users agree that when conducting a search on their smartphones, they look for the most relevant information regardless of the company providing the information.
Be Useful – The Orlando content marketing and information that you generate as a brand or organization has to be relevant to your consumers’ needs in the moment. The purpose of the content you generate should be to connect people to the answers they’re looking for. In a 2014 study by Google, they found that 73% of consumers say that regularly getting useful information from an advertiser is the most important attribute when selecting a brand.
Be Quick – In this fast-paced environment we now live in, speed is key to optimizing a consumer’s brand experience. Mobile has created and continues to enable a behavioral change among consumers. There now exists a heightened expectation for speed, as consumers are always in a hurry to accomplish tasks and searches. In a study conducted by Google in August of 2015, they found that more than one-third of consumers are always or usually in a hurry searching for a local business on their smartphone.
Connect the Dots – Once you have a strategy in place to define and implement marketing to win micro moments, it’s just as important to develop a way to measure the results you’re receiving for that strategy. But traditional measurement tactics will not do the trick. With mobile in the picture, this calls for a more ambitious goal: connect the dots between all screens, channels and media types. Did you know that Macy’s, a national retailer available both in-store and mobile, found that multi-channel customers were worth 8 times more than those who shop in just one channel?
Call On Target Orlando Digital Marketing today to learn how to capture the attention of your audience and win those micro moments. Call 407-830-4550 in Orlando or 866-998-6886 nationwide.