I always talk about the backyard barbecue because I work with mostly attorneys, doctors, and other professional service industries. We'd be getting this information from friends, from neighbors. You'd probably look at maybe one or two tops. You would not consider so many options when making a buying decision.
I'm 38 so I remember the ‘90s pretty well. What this is is a comparison step, which if you think about how people made decisions even in the ‘90s, not all that long ago. It's the emotional response that we have from the actual experience of using that product or service.Īs the internet became more and more popular, we've jammed in here this new Zero Moment of Truth, so it takes place in between the awareness phase and that shelf phase. Now I've eaten my Cocoa Puffs, these are delicious, I want to tell my friends or these are horrible, I'm never getting them again. I'm in this giant aisle of all these cereals, I remember that awareness of Cocoa Puffs, that great commercial I saw, and I made that buying decision so now I've picked it up.Īfter that, you get the second level of truth, which is the actual experience. I saw that commercial for Cocoa Puffs and I decided, hey, those look delicious. Then there was the first moment of truth, which is where I have made a decision. Anything from print ads, TV ads, radio ads, just becoming aware of a brand or a service in some sort of way. This goes all the way back to the ‘60s is really when this started and it was always awareness.
Moment of truth every question right full#
They came out with a full paper on it and a white label that explains to people how with the increased access to information that we have now, the buying decision-making process, especially online, has changed up a bit.Īnyone who's classically trained in marketing, and that's where my education comes from, we always had a three-step process for marketing. It was actually introduced initially by Google, the Google Think Tank, about 10 years ago. Paul: The phrase ZMOT actually has been around for a while, but it's become popular and then waned in popularity for a little bit. To kick things off, in simple terms, what is the acronym ZMOT or Zero Moment of Truth? What are we talking about? The amount of buzzwords and just various pieces of industry jargon that I feel kind of caught fire and then we ended up hearing about ad nauseam. I'm really really excited about this because this is an acronym, a term, concept, or however you want to think about it, that I have never heard before. Just wrapping up the week and really, really excited for this conversation, which is going to be about ZMOT, Zero Moment of Truth, and how that applies to consumer behavior.
Moment of truth every question right how to#
How to Hack Consumer Behavior Using ZMOT (Zero Moment of Truth) With Paul Mackiewicz Click To Tweet Transcript:īen: Hey, Paul, how's it going this Friday?
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