Glosario: Zmot

As we’ve said many other times, today’s customer is not waiting for us to come and bombard them while they sit there motionless. The new user will look for themselves, research different options. They know what they want and what they don’t want. Creating a buyer persona can help you in better understanding your potential clients. The marketing world is full of terms and we’re here to talk about a very relevant one in the digital field: Zmot.

 

What is Zmot?

The term Zmot stands for Zero moment of truth. This word refers to the exact moment when the user analyses a product and sees whether it’s good or not and if they want to buy it (or not).

 

This definition was proposed in 2011 by none other than the leader of search engines: Google. This is a very relevant fact, because it refers to the moment when a user searches for a product and decides whether to buy it or not, and clearly the search engine has first-hand information, Google and Zmot have a close relationship.

 

The internet today is a magical place where we can find the answer to absolutely anything. Here are a few examples so you can see when and how the Zmot happens.

 

Two practical examples of the Zero moment of truth

Let’s say we go into a shoe shop. We find a pair we like, they have it in our size, but we’re not totally convinced about buying them. What we do is we compare prices, read reviews about the seller and their products, see if they have it in other colours and any other things that help us decide to buy or not. This is where the zero moment of truth happens.

 

Let’s take another example. We’re going on holiday, and we want to rent an apartment for a couple of days. We’ll review different aspects about the location, if it fits our budget, if we like it, if the photos are nice, etc. And then we’ll compare between different apartments and read reviews from other people that have been there. After we’ve done this research, we’ll know which one we want to rent.

 

The Zmot is very important, because it’s not just about a buyer wanting a product, us offering it to them and then closing the transaction. The Internet is full of options, possibilities and reviews, so this is a decisive moment for the customer to either go with us or decide to buy from our competitors.

 

Zero moment of truth and how it relates to online reputations

According to Hubspot, the number of consumers looking into a product before buying online has shot up over the last few years. A client has probably already researched our product and decided to not buy before we even know they exist. This is why our online reputation is crucial.

 

If we manage to be in the top spots on search engines (something we can achieve through a good SEO digital marketing strategy) our product will appear more attractive, our site is a pleasant and non-confusing experience for the buyer and if our reviews are positive we are more likely to secure a Zmot that benefits us.

 

We live in a time where online reputation is everything, where anybody can rate us and write reviews about us, our services or the quality of our products. It’s a done deal that users who buy online will do some research on the product they want and the brands that offer it before deciding.

 

We’ll often find questions like: what is the best hotel in the city centre? What brand of lactose-free milk is best? What is the cheapest, tastiest energy drink? What site would you recommend for buying shoes online? This is why we need to make sure that our reputation speaks for itself.

 

According to Google’s data, this search engine responds to approximately 100 billion searches in a single month, and it is up to your reputation with potential customers to be one of those options.

 

Tips for securing a promising Zmot

• According to Merca2.0, up to 73% of buyers consider user experience to be key when making a purchase, so try to make your purchasing process a satisfactory one. Make sure you have an attractive site that fits your brand and that is useful and easy to use. If a person does not understand your site, they will rarely be able to make a purchase.

 

• A lot of searches online are done through smartphones. Make sure you have a mobile version of your site, offering the same things, with a responsive design and where the user experience is also just as satisfactory.

 

• Implement and optimise your SEO strategy. Make sure you use the right keywords and get that top place in search results. The higher you are, the likelier it is that people will know about you.

 

• Gain people’s trust. Be transparent. Give all the information you can on your products, purchasing process, costs, sizes, colours, delivery time, and any other information you consider useful so that you ease the users doubts and make them pick you as their first option.

 

• Be friendly on your website. Not only when it comes to design, but also when directly communicating with potential clients. Reply to frequently asked questions asap, this is a section that is often visited by possible buyers. Respond in a clear and concise but friendly manner. Show that you’re able to give a quick reply – this builds trust and creates interest.

 

We’re dealing with better prepared consumers, with infinite possibilities and options. For that reason, we should be prepared ourselves and be ready to be their first option even before they know about what we offer. Make yourself fool-proof for that Zero moment of truth and you’ll see the results.