Moments of Truth
Contents of the Article
- 1 What are Moments of Truth?
- 1.1 FMOT: First Moment Of Truth
- 1.2 The Factors Determinants A Purchase
- 1.3 SMOT: Second Moment Of Truth
- 1.4 TMOT: Third Moment Of Truth
- 2 Google and the ZMOT, Zero Moment Of Truth
- 3 Micro Moments
- 3.1 What are the Micro Moments?
- 3.2 How to use Micro Moments?
- 4 How to Win Zero Moment Of Truth?
What are the micro moments? Before discovering it, some preconditions are necessary. Let’s see them right away.
Today, using Web Marketing to promote a business means to show the related products or services to a group of users really interested, who will probably turn into customers, preferably happy, satisfied and loyal.
One thing is certain: in any case, consumers have the power of choice and opinion, to establish the quality and the real functionality of a given product or service. For this reason, it is of fundamental importance to listen and involve the public, wondering what are the factors that push consumers to buy and what are the criteria for choosing a product rather than another.
In this regard, the moments of truth come into play . For web professionals, it is very important to recognize and exploit these “moments of truth”. I’ll explain what we’re talking about right away.
What are Moments of Truth?
FMOT: First Moment Of Truth
In 2005, Procter & Gamble was the first to talk to us about “moments of truth” , specifically ” First Moment O f Truth “, that is the precise moment in which the consumer makes the purchase decision in front of the shelf.
Factors Determinants A Purchase
In the pre-digital era, the physical appearance of the product played a fundamental role in the act of choice. The buyer was attracted by the packaging, the colors, the slogan used, the labels, the central position on the shelf … It is still today, mind you.
However, after the definition of the FMOT (“First Moment Of Truth”), by AGLafley , the then CEO of Procter & Gamble, ie the time frame, which varies from 3 to 7 seconds, in which the consumer approaches to the type of product and takes the fateful decision, between companies and multinationals, it sparked a real battle to the perfect product and the central position on the supermarket shelf (Che … No! It is not random!).
SMOT: Second Moment Of Truth
The ” Second Moment Of Truth ” occurs during the use of the asset, when the consumer experiences the purchase for the first time. In this period, he reflects and expresses an opinion on the actual quality of what he has purchased.
For a company, understanding the buyer’s experience is very important. Positive feedback indicates a good path, the negatives signal necessary changes of course.
TMOT: Third Moment Of Truth
In the third moment of truth, the consumer shares his experience with friends and acquaintances, whether positive or negative. Word of mouth can be the most favorable tool, but also the most harmful for a product, at worst for a company. The spread of positive experiences helps the brand to grow and develop, negative experiences can have a heavy influence on the future performance of the company itself.
Google and the ZMOT, Zero Moment Of Truth
Why did Google introduce the ” Zero Moment Of Truth “?
To date, consumers form their opinions long before they reach the supermarket shelf or shop window. Through blogs, online reviews, social networks, consumers are informed, aware and buy in a much more careful way. For this, Google introduced the zero moment. He did it through this free e-book written by Jim Lecinski, Managing Director US .
This is the exact time frame in which the consumer performs one or more web searches to clarify his real needs. The user compares the product or service with others, uses the potential of the internet, such as the aforementioned blogs, online reviews, social networks, to be sure that they can satisfy a real need or a desire.
Setting up a Web Marketing Strategy and Choosing the most suitable Channels for Business also means understanding the moments of truth of the users and the reasons why they decide to choose one product rather than another. Warning! Without ever forgetting or underestimating the zero moment, that is to try to be present in a correct and satisfactory way in the search results to clarify an opinion or to satisfy the user’s requests at best.
The Micro Moments are the small moments of time that the user takes to consult the web and try to respond to their own needs, a curiosity or a desire. For companies, it is a great opportunity, to be exploited not only with SEO, but with all the online activities described in its Web Marketing Strategy, such as social networks or content optimization for mobile.
In the first case, social networks, however, should not be imagined as incubators of direct sales . Their purpose is to exploit these small moments and capture the consumer little by little, sowing lures along the way and intervening at every stage of the process, from the promotion of the brand, to the purchase phase. The second factor not to be forgotten and evaluated in the Web Marketing Strategy, is the mobile , the smartphone, so to speak. According to the Google survey , 96% of users search for information on the web from their mobile device.
The Google video shows us the process behind the Micro Moments . Beautiful, is not it?
In essence, Zero Moment is the consumer’s online pre-information process , which generally precedes the purchase. the Micro Moment is the precise moment in which the user decides to carry out a search on the web, in order to fulfill a specific need. It is up to companies to know how to weave and use them correctly.
What are the Micro Moments?
I-want-to-know moments , I-want-to-go moments , I-want-to-do moments , I-want-to-buy moments , that is, knowing, going, doing, and buying. Google summarizes them in this infographic:
How to use Micro Moments?
Have you ever been intrigued by a video or a photo? Needed to identify a particular place? Attracted by a fantastic street advertising? I think so! And in a few moments, you decided what your next purchase or your next destination would be. These moments have the enormous “power” to hook potential customers and take them to take action, such as buying, regardless of their needs, simply by exciting them , with a simple video, a photo or an advertisement.
The secret is to understand the needs of the market and interweave them to the objectives of the Web Marketing Strategy, so as to focus on the right Micro Moments . In fact, every online content must be created and oriented to capture the right moment and capture the consumer’s gaze.
How to Win Zero Moment Of Truth?
The first moments of truth have not been downgraded, they are very important, today like ten years ago. However, it is the Zero Moment that is central to companies. The pre-purchase is much more than searching for information, it’s an emotional moment.
To ensure victory in the ZMOT, it is very important to guarantee the consumer a great experience.