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What is ZMOT?
ZMOT is a marketing theory that suggests consumers make purchase decisions by researching products, services, or brands online before visiting a store.
ZMOT was proposed by Google in 2011.
ZMOT is an acronym for Zero Moment Of Truth.
(Reference: https://ssl.gstatic.com/think/docs/2011-winning-zmot-ebook_research-studies.pdf)
The Background of ZMOT: FMOT
ZMOT was proposed based on the theory of FMOT.
FMOT is a theory proposed in 2004 by Alan Lafley, the former CEO of P&G.
FMOT stands for First Moment Of Truth, which is the marketing theory that consumers make purchase decisions at the moment they encounter a product in-store, a decision-making process that lasts between 3 to 7 seconds.
The background of FMOT was rooted in P&G’s struggles.
At that time, mass marketing was dominant, with products being the main focus and TV commercials being the primary method for increasing sales.
However, when sales stagnated, P&G focused on in-store marketing concepts, investing in point-of-purchase displays, product signage, and customer service techniques to revive sales.
In other words, the strategy was to increase consumer purchase intent at FMOT through effective triggers.
At the same time as FMOT, the concept of SMOT, or Second Moment Of Truth, was also proposed.
SMOT refers to the idea that future purchase intentions are determined by the experiences of actually using the product.
It is also said that companies strategically focused on after-sales care for customers to ensure continued engagement.
ZMOT and FMOT/SMOT
Seven years after the proposal of FMOT, Google introduced ZMOT, using the expression “Zero” instead of “First” from FMOT.
ZMOT, which suggests that consumers research products or services online before FMOT and make purchase decisions, was accepted as a marketing theory adapted to the internet age.
Furthermore, the consumer experiences from SMOT are often recorded online as reviews or feedback, influencing ZMOT decisions.
What is Moment Of Truth?
Moment Of Truth refers to the concept of “the moment of truth,” which has existed since the 1980s.
It also refers to “moments when employees directly interact with customers,” such as face-to-face service, phone interactions, or written communication.
This concept was introduced by Jan Carlzon, the former CEO of Scandinavian Airlines (SAS), in his book “Moment Of Truth” in the 1980s.
It is said that customers make their decisions about a brand during these “moments of truth” when interacting with employees, whether in person, by phone, or through written communication.
Marketing in the ZMOT Era
In the ZMOT era, it is crucial to provide accurate product and service information to consumers online.
Possible content types include “company websites,” “product websites,” “review sites,” “comparison sites,” and “e-commerce sites.”
Social media “likes” and “reviews” are also essential sources of information.
Companies must place a greater emphasis on SEO, SMO, and media strategies to effectively reach and engage consumers.
