Winning The Zero Moment Of Truth In Asia Part 1: Changing The Rules
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“When consumers hear about a product today, their fist reaction is ‘Let me search online for it.’ And so they go on a journey of discovery: about a product, a service, an issue, an opportunity. Today you are not behind your competition.You are not behind the technology. You are behind your consumer.”
(Rishad Tobaccowala, Chief Strategy & Innovation Officer VivaKi)
Why am I telling you this?
Because the moment when I pulled out my smart phone is the moment that’s changing the rules of marketing today. It’s the new decision-making moment that takes place a hundred million times a day on smart phones, laptops, desktops, tablets and wired devices of all kinds. It’s a moment where marketing happens, where information happens, and where consumers make choices that affct the success and failure of nearly every brand in the world. At Google, we call this the Zero Moment of Truth, or simply ZMOT (“ZEE-mot”).
A Zero Moment of Truth is:
A MOTHER-TO-BE ON A BUS, researching which decongestant is safe for her to use before her
stop at the pharmacy.
A DOMESTIC HELPER IN THE KITCHEN, looking up how to remove soy stains from a white T-shirt.
A BUSINESSWOMAN AT LUNCH, scanning ratings and reviews to decide which night cream to buy.
A NEW DAD ON THE COUCH, searching for the best nappies for nighttime.
A STUDENT IN A COFFEE SHOP, wondering how she can get the smoky eyes look.
ZMOT is any moment when you grab your laptop, tablet or mobile phone and start learning about
a product or service you’re thinking about trying or buying. I’m sure you know what I mean — you
probably do this every day.
Let’s take one step back.
On September 21 of 2005, The Wall Street Journal published a front-page story that really changed
the face of marketing.That story was about the critical importance of the seven seconds after a shopper fist arrives at a store shelf full of aspirin or toothpaste or any consumer product. It’s the moment when you’re standing there, scratching your head, looking at all those cooking sauces and deciding which to buy. Procter & Gamble called that moment the First Moment of Truth, or FMOT (“EFF-mot”). This moment was so important to P&G that they created a position titled Director of FMOT.
Fast forward to 2013, and CEO A.G. Lafly made this statement in the P&G Annual Report:
We have to win at the fist moment of truth, when the consumer chooses our product at the
store shelf, and the second moment of truth, when the consumer uses the product at home
and decides whether to buy it again. We also have to win at the “zero moment of truth,”
when the consumer discovers information about our brands and products before they
shop
We couldn’t agree more. Those fist and second moments of truth are just as vital today
Now there’s a new critical moment of decision that happens before consumers get to the shelf.Whether you sell cars or shaving cream, your customer’s fist impression — and quite possibly her final decision — will be made at ZMOT.
Marketers devote tremendous amounts of energy and money to the fist two moments of truth. But
the new question is: Are you winning the Zero Moment of Truth?
Find The Answer in the next Article.
Adapted From Zero Moment of Truth in Asia composed by Google Team
(Rishad Tobaccowala, Chief Strategy & Innovation Officer VivaKi)
Let me tell you a shopping story.
A few months ago I was visiting Tokyo for a conference, and on my way back from a meeting I shared a taxi with an Asian colleague who had simply gorgeous porcelain skin. I couldn’t resist asking her what skincare products she used. She smiled and mentioned SK-II. I didn’t want to pry, but what I was dying to know was, “Does it work for Caucasian skin?” and “Howmuch does it cost?”
As soon as I got out of the taxi, I grabbed my smart phone and started searching for SK-II. I found ratings and reviews, the brand’s offial site, even videos posted by customers. Then I found an article on Cate Blanchett, the Australian actress from the Lord of the Rings movies, saying she’s been using SK-II loyally for 10 years — so loyally that she now endorses it. Well, if you’ve seen her skin, you know I was sold Now I needed to check prices. Another search and I’d found the prices at online stores and in Singapore, where I live. It was expensive, and I wasn’t quite ready to buy. But then, on my plane flght home, I spotted it in the duty-free listing. And the rest, as they say, is history.
A few months ago I was visiting Tokyo for a conference, and on my way back from a meeting I shared a taxi with an Asian colleague who had simply gorgeous porcelain skin. I couldn’t resist asking her what skincare products she used. She smiled and mentioned SK-II. I didn’t want to pry, but what I was dying to know was, “Does it work for Caucasian skin?” and “Howmuch does it cost?”
As soon as I got out of the taxi, I grabbed my smart phone and started searching for SK-II. I found ratings and reviews, the brand’s offial site, even videos posted by customers. Then I found an article on Cate Blanchett, the Australian actress from the Lord of the Rings movies, saying she’s been using SK-II loyally for 10 years — so loyally that she now endorses it. Well, if you’ve seen her skin, you know I was sold Now I needed to check prices. Another search and I’d found the prices at online stores and in Singapore, where I live. It was expensive, and I wasn’t quite ready to buy. But then, on my plane flght home, I spotted it in the duty-free listing. And the rest, as they say, is history.
Why am I telling you this?
Because the moment when I pulled out my smart phone is the moment that’s changing the rules of marketing today. It’s the new decision-making moment that takes place a hundred million times a day on smart phones, laptops, desktops, tablets and wired devices of all kinds. It’s a moment where marketing happens, where information happens, and where consumers make choices that affct the success and failure of nearly every brand in the world. At Google, we call this the Zero Moment of Truth, or simply ZMOT (“ZEE-mot”).
A Zero Moment of Truth is:
A MOTHER-TO-BE ON A BUS, researching which decongestant is safe for her to use before her
stop at the pharmacy.
A DOMESTIC HELPER IN THE KITCHEN, looking up how to remove soy stains from a white T-shirt.
A BUSINESSWOMAN AT LUNCH, scanning ratings and reviews to decide which night cream to buy.
A NEW DAD ON THE COUCH, searching for the best nappies for nighttime.
A STUDENT IN A COFFEE SHOP, wondering how she can get the smoky eyes look.
ZMOT is any moment when you grab your laptop, tablet or mobile phone and start learning about
a product or service you’re thinking about trying or buying. I’m sure you know what I mean — you
probably do this every day.
Let’s take one step back.
On September 21 of 2005, The Wall Street Journal published a front-page story that really changed
the face of marketing.That story was about the critical importance of the seven seconds after a shopper fist arrives at a store shelf full of aspirin or toothpaste or any consumer product. It’s the moment when you’re standing there, scratching your head, looking at all those cooking sauces and deciding which to buy. Procter & Gamble called that moment the First Moment of Truth, or FMOT (“EFF-mot”). This moment was so important to P&G that they created a position titled Director of FMOT.
Fast forward to 2013, and CEO A.G. Lafly made this statement in the P&G Annual Report:
We have to win at the fist moment of truth, when the consumer chooses our product at the
store shelf, and the second moment of truth, when the consumer uses the product at home
and decides whether to buy it again. We also have to win at the “zero moment of truth,”
when the consumer discovers information about our brands and products before they
shop
We couldn’t agree more. Those fist and second moments of truth are just as vital today
Now there’s a new critical moment of decision that happens before consumers get to the shelf.Whether you sell cars or shaving cream, your customer’s fist impression — and quite possibly her final decision — will be made at ZMOT.
Marketers devote tremendous amounts of energy and money to the fist two moments of truth. But
the new question is: Are you winning the Zero Moment of Truth?
Find The Answer in the next Article.
Adapted From Zero Moment of Truth in Asia composed by Google Team