Post by account_disabled on Feb 25, 2024 8:55:15 GMT
In the previous video we talked about Customer Journey , therefore the purchasing process, the customer's journey from need to purchase and beyond. Dealing with digital marketing, however, I could not leave out one of the elements that in my opinion is the basis of any reasoning on the purchasing process and the customer in the digital era. We are talking about the legendary ZMOT , a new 4-step mental model , introduced by Google in 2011, which adds and sees the entire online and digital universe as the protagonist of the purchasing process. What does ZMOT mean and what impact does it have on purchasing decisions in the digital age? The sale of products and services today mainly passes through the digital sphere, both in the selection and purchasing processes.
And it is precisely Google, which a few years ago, theorized and Chinese Student Phone Number List introduced a new element in purchasing decisions in the digital age . This is what is called the Zero Moment of Truth (ZMOT – Zero Moment Of Truth) , that is, that particular phase of the Customer Journey that precedes the purchase choice, in which the user collects information on the web, documents the engines search, compare prices and read reviews from other users. At this moment the user is actually still evaluating, looking for confirmation and therefore creating a sort of mental map, a favorite guide that can accompany him in his choice . Initially linked to desktop browsing, the Zero Moment of Truth is increasingly experienced today on the move.
It is therefore important to have an engagement strategy capable of intercepting the consumer's needs in advance; communication and tools that can speak to your target ( Marketing Personas ) in a clear and direct way starting from the first mobile contact. Recommended book: Marketing 4.0. From traditional to digital In this new video from the EssereDigitali column. ..in 2020 I resurrected an old concept, in my opinion very important for those who want to start dealing with digital marketing. Without awareness of this epochal change in communication and the purchasing process, it makes no sense to talk about marketing strategies and tactics for using the various digital channels. .. Here's the video, simple and still quite artisanal, but I'm gradually improving Subscribe to the channel! From traditional marketing to digital marketing. Paradigm shift. the rules of the game are completely different from traditional "physical" marketing.
And it is precisely Google, which a few years ago, theorized and Chinese Student Phone Number List introduced a new element in purchasing decisions in the digital age . This is what is called the Zero Moment of Truth (ZMOT – Zero Moment Of Truth) , that is, that particular phase of the Customer Journey that precedes the purchase choice, in which the user collects information on the web, documents the engines search, compare prices and read reviews from other users. At this moment the user is actually still evaluating, looking for confirmation and therefore creating a sort of mental map, a favorite guide that can accompany him in his choice . Initially linked to desktop browsing, the Zero Moment of Truth is increasingly experienced today on the move.
It is therefore important to have an engagement strategy capable of intercepting the consumer's needs in advance; communication and tools that can speak to your target ( Marketing Personas ) in a clear and direct way starting from the first mobile contact. Recommended book: Marketing 4.0. From traditional to digital In this new video from the EssereDigitali column. ..in 2020 I resurrected an old concept, in my opinion very important for those who want to start dealing with digital marketing. Without awareness of this epochal change in communication and the purchasing process, it makes no sense to talk about marketing strategies and tactics for using the various digital channels. .. Here's the video, simple and still quite artisanal, but I'm gradually improving Subscribe to the channel! From traditional marketing to digital marketing. Paradigm shift. the rules of the game are completely different from traditional "physical" marketing.