![]() ![]() What channels do users access during the ZMOT?Ĩ1% of customers conduct research prior to making a purchase. This means that brands who heavily focus on ZMOT, have an opportunity to convert users before their competition. It’s when users actively seek out more information about your product and look for reviews and comparisons, as well as any potential sales or offers.Ĭrucially, it is also the moment when users are likely to be exposed to competing products, particularly when viewing comparison reviews. This process is covered by the ZMOT and is one of the most critical moments in the decision-making process. This is because when users search they do so with intent, specifically the intent to research the product. Why is the ZMOT so important?Īverage conversion rates via search are 3.0%, compared to the conversion rate of social’s 1.0%. This typically happens after a user has seen an advert or heard about your brand through another channel, and now wants to compare your product to others on the market in order to make a decision. The Zero Moment of Truth (ZMOT) is a term coined by Google in 2011 as a way to describe the moment when a customer is exposed to your brand and is now doing research about your product.
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