Online data availability as the game changer

Yinka Ogunlami 12:54 - 27 November 2015

A mental model of marketing coined by Google, Zero Moment of Truth (Z-MOT) in conjunction with data availability and access to the internet as well as innumerable search options have been able to solidify this fact.

The digital-age advertising has succeeded in overruling the theory of First Moment of Truth which was proposed by Procter and Gamble (P&G) as the 3 -7 seconds it takes to convert an individualinto a buyer by appealing to their senses, values and emotions.

A mental model of marketing coined by Google, Zero Moment of Truth (Z-MOT) in conjunction with data availability and access to the internet as well as innumerable search options have been able to solidify this fact. According to them, the Zero moment of Truth is the decision-making moment of online shoppers.”

Components of Zero Moment of Truth

It happens online through search engines such as Google, Bing, Yahoo, etc.
It happens in real time at any time of the day or night.
It satisfies the emotional need of the consumer.
The consumer is in charge of pulling information.
The conversations involve the wider range of online information-seeking consumers such as potential and existing customers/clients, marketers, friends, strangers, websites and experts.

In a scenario where a person who just moved to a new environment wants to satisfy a need and is therefore looking to purchase an item of necessity; in the Zero Moment of Truth , he/she is essentially going to “Google it”. As Industry professionalrightly said, “If you are smart businessman, you should never launch a marketing campaign without a Zero Moment of truth support to it”. The key to unlocking the effectual benefits of Zero Moment of Truth is to leverage digital marketing tools which enable you communicate to the right customers at the right place and time. Clients who attempt to reach their consumers here -the Zero Moment of Truth- will gain a true competitive advantage.

At Ringier Digital Marketing (RDM), our goal is to help you take advantage of the Zero Moment of Truth using our custom, complete 360 digital marketing solutions such as Social Media Marketing, Websites and Mobile Apps, Search Engine Optimization and Search and Display Advertising etc. This will be the game-changer, as your business will bridge the gap between your customer’s expectation and reality, giving you value for your money.

Putting @BrianSolis’s words in a different context, “Any business involved in the art and science of search through subscriptions to digital marketing campaigns wins in this moment by ensuring that its business’ web pages are optimized to outperform competitive pages as people search”.

Written by Adetola Adegbite

This is a feature by RDM