What is the Zero Moment of Truth and New Buyer Mentality? Waypost Marketing
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CREATED BY WAYPOST MARKETING ZERO MOMENT OF TRUTH A CUSTOMER’S JOURNEY TO YOUR PRODUCT MOST POPULAR CONSUMER RESEARCH METHODS ARE: WINNING THE ZERO MOMENT OF TRUTH: 81% of Shoppers Conduct Online Research Before Buying. (MineWhat) 15,100,000 consumers go to social media channels before making purchase decisions. (Knowledge Networks) 44% of automotive consumers conduct research on forums. (Mashable) 69% of Americans seek out advice and opinions on goods and services before purchasing. (Mintel) 60% of consumers start their research on a search engine before heading to a specific website. (RetailingToday) 50% of all mobile searches are conducted in hopes of finding local results, and 61% of those searches result in a purchase. (Search Engine Watch) SEARCH REVIEWS PRODUCT COMPARISONS VIDEO WORD-OF-MOUTH STIMULUS ZMOT ZERO MOMENT OF TRUTH CONSUMER HAS PROBLEM FIRST MOMENT OF TRUTH SECOND MOMENT OF TRUTH FMOT SMOT Consumer understands the need for a product or a solution. Consumer starts researching their problem and the available solutions. Consumer encounters the product or solution in store. Consumer uses the product or solution and has their first experience with it.
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Transcript of What is the Zero Moment of Truth and New Buyer Mentality? Waypost Marketing
C R E A T E D B Y W A Y P O S T M A R K E T I N G
ZERO MOMENT OF TRUTHA C U S T O M E R ’ S J O U R N E Y T O Y O U R P R O D U C T
M O S T P O P U L A R C O N S U M E R R E S E A R C H M E T H O D S A R E :
W I N N I N G T H E Z E R O M O M E N T O F T R U T H :
8 1 % o f S h o p p e r s C o n d u c t O n l i n e R e s e a r c h B e f o r e B u y i n g . ( M i n e W h a t )
1 5 , 1 0 0 , 0 0 0 c o n s u m e r s g o t o s o c i a l m e d i a c h a n n e l s b e f o r e m a k i n g p u r c h a s e d e c i s i o n s . ( K n o w l e d g e N e t w o r k s )
4 4 % o f a u t o m o t i v e c o n s u m e r s c o n d u c t r e s e a r c h o n f o r u m s . ( M a s h a b l e )
6 9 % o f A m e r i c a n s s e e k o u t a d v i c e a n d o p i n i o n s o n g o o d s a n d s e r v i c e s b e f o r e p u r c h a s i n g . ( M i n t e l )
6 0 % o f c o n s u m e r s s t a r t t h e i r r e s e a r c h o n a s e a r c h e n g i n e b e f o r e h e a d i n g t o a s p e c i � c w e b s i t e . ( R e t a i l i n g To d a y )
5 0 % o f a l l m o b i l e s e a r c h e s a r e c o n d u c t e d i n h o p e s o f � n d i n g l o c a l r e s u l t s , a n d 6 1 % o f t h o s e s e a r c h e s r e s u l t i n a p u r c h a s e . ( S e a r c h E n g i n e W a t c h )
S E A R C H R E V I E W SP R O D U C T
C O M PA R I S O N SV I D E O W O R D - O F - M O U T H
S T I M U L U S Z M O TZ E R O M O M E N T O F T R U T HC O N S U M E R H A S P R O B L E M F I R S T M O M E N T O F T R U T H S E C O N D M O M E N T O F T R U T H
F M O T S M O T
C o n s u m e r u n d e r s t a n d s t h e
n e e d f o r a p r o d u c t o r a s o l u t i o n .
C o n s u m e r s t a r t s r e s e a r c h i n g t h e i r p r o b l e m a n d t h e
a v a i l a b l e s o l u t i o n s .
C o n s u m e r e n c o u n t e r s t h e
p r o d u c t o r s o l u t i o n i n s t o r e .
C o n s u m e r u s e s t h e p r o d u c t o r s o l u t i o n a n d h a s t h e i r � r s t
e x p e r i e n c e w i t h i t .
