As consumers become increasingly comfortable doing more and more with their phones and tablets, mobile becomes essential to delivering customer value, maintaining brand relevancy and driving business performance.
Jim Lecinski, Managing Director at Google refers to mobile’s increasingly growing role as the Zero Moment of Truth (ZMOT). And he writes about it in this insightful and very useful e-book, Winning The Zero Moment Of Truth, which you can download here.
So you don’t have to guess, ZMOT is in reference to the traditional “first moment of truth” of the retail shelf. But its importance extends to marketers across all industries, as we’re all faced with our own equivalent of the retail shelf.
The truth today is that consumers know so much more before they even reach the proverbial shelf. They browse, explore, compare, contrast and discuss online about the products or services they’re considering. And then they’re ready to buy with confidence.
The Zero Moment of Truth influences which brands make the “shopping” list and where customers choose to buy. And it’s a decision-making moment that’s already taking place a hundred million times a day on mobile phones, laptops and wired devices – among mom’s in minivans, students in cafe’s, shoppers already in the grocery or drug store, or managers in the office. This is where decision-making is happening, and it’s where you need to be to provide the information your customers want, when they want it, how they want it.
Rishad Tobaccowala, Chief Strategy & Innovation Officer, VivaKi sums it up this way – “When consumers hear about a product today, their first reaction is ‘Let me search online for it.’ And so they go on a journey of discovery: about a product, a service, an issue, an opportunity. Today you are not behind your competition. You are not behind the technology. You are behind your consumer.”