Digital Marketing & The Zero Moment of Truth
Columnist Marcus Miller discusses how the customer journey has changed in the digital age and recommends ways to reach consumers at each stage of the journey via SEO.
[blockquote cite=”Woody Allen”]80% of success is showing up.[/blockquote]
Fifteen years ago, the marketing messages we received were all thrust at us via TV, radio, print, PR and word of mouth.
Now, everything has changed. We no longer take the marketing messages delivered to us at face value. We take matters into our own hands and seek out information on the products we wish to purchase.
For marketers, every one of these search moments is an opportunity to help shape the decisions your customers make.
In this post, I take a look at these crucial moments of truth and how we as marketers can capitalize on them. In particular, I look at one of the newer additions to this thinking — what Google is calling the Zero Moment of Truth (ZMOT) — and how our always-on internet connections and mobile devices are driving purchase decisions as never before.
Moments Of Truth
In 1981, the then-CEO of the struggling Scandinavian Airlines suggested a change to the prevailing customer service philosophy, which became known as Moments of Truth. These moments were focused on really dealing with the emotional needs of the airline’s customers during customer service interactions.
The company could experience thousands of these moments throughout any given day, and a positive interaction could result in a favorable feeling towards the brand and continued loyalty. Customer loyalty would then lead to profits in subsequent interactions. Increased customer service focusing on emotionally charged moments led to more brand loyalty and further business. Soon, the airline was struggling no more.
Fast forward 35 years, and the only thing that has changed is everything. Customer touch points with brands have multiplied: smartphones, social media, search engines, reviews, live chat, email, phone or in person. There are now many more moments of truth, and dealing with the emotional needs of the customer is more important than ever over multiple touch points.
People expect answers quickly, via multiple channels. And we — as marketers, businesses and brands — must provide the information they seek.