ZMOT: How to Find Clients Online
Posted: Wed Dec 04, 2024 6:11 am
ZMOT, the Zero Moment of Truth (also discussed in the book Finding Customers with Google ) is a concept introduced in 2011, following consumer researchcarried out by Google in the USA.
The study highlighted the growing importance given to consulting information sources, which consequently influence the purchasing process: potential customers about to make a purchase consult an average of 10.4 sources (both online and offline); in 2010 alone, the sources consulted were 5.3.
It follows that the first moment of contact between a potential customer (who has been subjected to a stimulus) and a brand or product, the decisive moment to convince a potential customer to purchase is no longer a physical contact that occurs in the store, as Procter & Gamble suggested: now the first contact, the one that induces action, is brought forward to the “Zero” moment , which comes between the stimulus and the contact in the store (intended as both real and virtual).
It is the moment in which people feel a need, are thirsty for information and draw on the web to compare products , check alternatives, read opinions. All this before going to the store.
Photo credits: freehdwalls.net
Photo credits: freehdwalls.net
The way of making one's purchasing decisions has therefore changed and this trend is increasingly widespread: consider that in just one month 100 billion (thousand billion) searches were made on Google. Considering that the Internet user population is growing even in less economically developed countries, it is easy to imagine the trend of this phenomenon: a trend that can only be on the rise.
So how do you find customers?
By being found where the potential customer's purchasing decision takes shape, even if the situation is changing further: if only up to 3 years ago, when the first research on consumer behavior was carried out and which led to the definition of the ZMOT, the connection to the web occurred mainly through the PC, now the possibilities of connection have multiplied numerically and expanded throughout the day: thanks to the mobile we can always be connected, looking for information and forming opinions that can more or less orient us towards a brand or a product.
Therefore, if consumer behavior has changed and ZMOT is increasingly important , how can companies adapt to the new context and continue to interact with their potential customers, to meet hong kong telegram phone number list needs and maintain a competitive advantage over their competitors?
Below are some tips on how to find customers online.
1. Listening.
You need to do research to identify what interests your audience most, to know what questions they ask , to prepare an appropriate response and identify what the “touch-points” are, the points of contact, the moments in which you can interact most frequently with potential customers.
2. Organic and paid presence.
Being present at the different moments in which our potential customers most need us and our products : in this way we intercept the needs of our public, as soon as they arise. By satisfying their needs, we solve a problem for them, we take care of them.
It should be kept in mind that most searches occur via smartphone: it is therefore necessary to also check how many people search for our products or product categories, via the different types of devices , in particular via mobile . And it is necessary to measure how frequently our company appears in the search results based on the device used, how many times they choose us, for what reasons. Also not to forget the awareness of how the competition operates: how do our competitors behave? They too must be kept under control.
3. Content.
The study highlighted the growing importance given to consulting information sources, which consequently influence the purchasing process: potential customers about to make a purchase consult an average of 10.4 sources (both online and offline); in 2010 alone, the sources consulted were 5.3.
It follows that the first moment of contact between a potential customer (who has been subjected to a stimulus) and a brand or product, the decisive moment to convince a potential customer to purchase is no longer a physical contact that occurs in the store, as Procter & Gamble suggested: now the first contact, the one that induces action, is brought forward to the “Zero” moment , which comes between the stimulus and the contact in the store (intended as both real and virtual).
It is the moment in which people feel a need, are thirsty for information and draw on the web to compare products , check alternatives, read opinions. All this before going to the store.
Photo credits: freehdwalls.net
Photo credits: freehdwalls.net
The way of making one's purchasing decisions has therefore changed and this trend is increasingly widespread: consider that in just one month 100 billion (thousand billion) searches were made on Google. Considering that the Internet user population is growing even in less economically developed countries, it is easy to imagine the trend of this phenomenon: a trend that can only be on the rise.
So how do you find customers?
By being found where the potential customer's purchasing decision takes shape, even if the situation is changing further: if only up to 3 years ago, when the first research on consumer behavior was carried out and which led to the definition of the ZMOT, the connection to the web occurred mainly through the PC, now the possibilities of connection have multiplied numerically and expanded throughout the day: thanks to the mobile we can always be connected, looking for information and forming opinions that can more or less orient us towards a brand or a product.
Therefore, if consumer behavior has changed and ZMOT is increasingly important , how can companies adapt to the new context and continue to interact with their potential customers, to meet hong kong telegram phone number list needs and maintain a competitive advantage over their competitors?
Below are some tips on how to find customers online.
1. Listening.
You need to do research to identify what interests your audience most, to know what questions they ask , to prepare an appropriate response and identify what the “touch-points” are, the points of contact, the moments in which you can interact most frequently with potential customers.
2. Organic and paid presence.
Being present at the different moments in which our potential customers most need us and our products : in this way we intercept the needs of our public, as soon as they arise. By satisfying their needs, we solve a problem for them, we take care of them.
It should be kept in mind that most searches occur via smartphone: it is therefore necessary to also check how many people search for our products or product categories, via the different types of devices , in particular via mobile . And it is necessary to measure how frequently our company appears in the search results based on the device used, how many times they choose us, for what reasons. Also not to forget the awareness of how the competition operates: how do our competitors behave? They too must be kept under control.
3. Content.