The Importance of the ‘Zero Moment of Truth’ for Online Retailers
The “zero moment of truth” is the moment at which a person decides to conduct research about a product online before he or she makes a purchase. This term was first coined by Google in 2011. The zero moment of truth is extremely important for online retailers. The reason is because more and more customers are researching products online before they buy.
So, if an online retailer is not taking advantage of the zero moment of truth, then it could be missing out on winning many new customers. Here are some things every online retailer should know about the zero moment of truth.
1. Zero Moments of Truth are Happening More Frequently Than Ever Before
In a single month, there are roughly 100 billion searches on Google. This is an astronomical amount, and many of these searches are zero moments of truth. This means that zero moments of truth represent strong marketing opportunities.
If the consumers are already online, searching for product information, or for a solution for their problem, then online retailers can take advantage of this, and cater towards these consumers.
2. Great Content can Help Online Retailers Be Present at the Zero Moment of Truth
Something as simple as a company blog, or great web copy can help your website be included in relevant Google searches when consumers are having their zero moments of truth. For example, if a consumer is searching for a blue hair brush, and you have a blog post on your website all about blue hair brushes, then this can help your company be present at the consumer’s zero moment of truth.
This can significantly increase the chances of conversion, and can help you win new customers. Youtube videos are also a great way to provide excellent content and to increase your company’s chance of being present at zero moments of truth.
3. Multichannel Retailing is Key
Before mobile devices and laptops were ubiquitous in society, multichannel marketing was not as important as it is today. In the past, consumers may have seen an ad on TV and may have gone to a retail store based on that ad. Now, however, due to the zero moments of truth, and mobile devices, everything is different.
Retailing in multiple channels such as online and brick and mortar stores has become increasingly more important. So, in order to maximize customer acquisition, retail stores should market in multiple channels, and should be optimized for brick and mortar, and for online retail.