SEO and the Zero Moment of Truth

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SEO and the Zero Moment of Truth

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Now everything has changed. We no longer take marketing messages delivered to us at face value. We take matters into our own hands and seek information about the products we want to buy. For marketers, each of these research moments is an opportunity to help shape your customers' decisions. In this article, I take a look at these pivotal moments of truth and how we marketers can take advantage of them. moments of truth In 1981, then CEO of the struggling Scandinavian Airlines suggested a change to the prevailing customer service philosophy, known as Moments of Truth. These moments were focused on considering the emotional needs of airline customers when interacting with customer service. The company could experience thousands of these moments throughout the day, and a positive interaction could result in positive brand sentiment and continued loyalty. Customer loyalty would then lead to profits in subsequent interactions.

Increased customer service focused Namibia WhatsApp Number List on emotionally charged moments led to greater brand loyalty and new business. Soon the airline was no longer struggling. Fast forward 35 years, and the only thing that has changed is everything. Customer touchpoints with brands have multiplied: smartphones, social networks, search engines, reviews, live chat, email, phone or in person. There are now many more moments of truth, and it is more important than ever to manage the customer's emotional needs across multiple touchpoints. People expect answers quickly, through multiple channels. And we - as marketers, businesses and brands - need to provide the information they are looking for. First moments of truth The First Moment of Truth (FMOT) is a concept proposed by Procter & Gamble in 2005. If you're not sure what P&G is, the company has a portfolio of brands that you most certainly know, some of which are products that you buy and have in your home right now. The FMOT is about that moment when a potential customer experiences a product on a store shelf (either physical or digital in 2016). In this micro-moment, the brand has the best possible chance of creating an unplanned or impulse purchase and converting a browser into a buyer.

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Impulse purchases are largely driven by emotion, so this is achieved by appealing to the customer's senses, values ​​and emotions at the point of sale (POS). If you've ever wondered why the supermarket moves everything, you'll find answers in studies conducted on impulse or unplanned purchases. Certainly, there are indications that reduced shopper efficiency results in more time in-store, more product interaction, and more unplanned or impulse purchases. It's important to realize that this is not the beginning of this customer's journey and that the first moment of truth is essentially the critical moment. This is where pre-sales marketing and branded rubber hits the road. In most cases, a user would have been exposed to a stimulus whether advertising or even word of mouth – that set up the FMOT. second moment of truth The second moment of truth is when the customer uses your product. Whether it's eating the meal that sounded so good on the menu (FMOT) or shaving with the shaving foam that promises zero skin irritation. This is where your product or service should deliver on the promises made by your marketing. Fail at the second moment of truth, and your chances of repeat customers are slim.
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