The Internet has changed Marketing The Zero Moment Of Truth

The Internet has changed Marketing

Procter & Gamble coined the term “First Moment of Truth” (FMOT)  in 2005 to define the first interaction between a buyer and a product on a store’s shelf.

The Procter & Gamble model has three steps; 1) first a stimulus, then 2) the first moment of truth when you saw the product on a shelf and finally, 3) the second moment of truth where you experienced the product.  This whole process was mostly done as individuals or small groups.

Recently Google introduced the Zero Moment Of Truth (ZMOT) marketing model in a blog posting March 29.  The Google model has four steps.  In between the Stimulus and seeing the product for the first time there is a new step, which Google calls the zero moment of Truth. In the new way of buying, after you get a stimulus to buy, you look up other people’s experience with the product.  After you buy, you add your experience with the product to the body of Zero Moment Of Truth data (e.g. information available to others before they buy).

You need to use new tools to promote and build awareness of your products and services.   Social Media enables you to create two-way communications paths with your customers.

The bottom line is that it matters more what others say about your product and services than what you say.


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