- The Search Agents - http://www.thesearchagents.com -

eRetailers Winning Customers at the Zero Moment of Truth

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The Search Agency recently hosted a webinar with eTail [2] on the importance of leveraging the Zero Moment of Truth (ZMOT) to influence consumer buying behavior and drive sales.  Raquel Krouse [3], Social Media Lead at The Search Agency, and Joe Nolan, Director of New Media at Men’s Wearhouse [4], discussed how new trends in online marketing are changing how consumers acquire, apply, and are influenced by branded knowledge at ZMOT.

Krouse explains how increased consumer connectivity across devices and the mass of highly accessible, free information is changing consumer behavior.  Today, consumers are highly knowledgeable about the products they purchase before they buy them, and are savvy about where and how to find relevant information about brands and products both at home and on the go.  “Consumers are always on now, and it’s not just that we are on with our mobile phones,” explains Krouse. “We are on our desktop computers at work. We are on our tablet devices in the evening.  We all live in multi-screened households, which are constantly connected.” As a result of increased consumer connectivity, purchase cycles have expanded.  Consumers are now spending more time researching products across more site than ever before, and in turn are spending more time at ZMOT.  What this means for marketers is that we have to be present from the beginning of this cycle, right as consumers begin conducting searches.

How do should you target consumers at their ZMOT?  Using Men’s Wearhouse’s ZMOT strategy as an example, Krouse and Nolan outlined a few straightforward steps to applying ZMOT to your marketing strategy.

    1. Search engines
    2. Word of mouth
    3. Comparison shopping
    4. Product brand/manufacturer website
    5. Online product reviews and endorsements
    6. Retailers/store website
    7. Online article comments
    8. Engage with a brand on social media outlets

The webinar goes into much more detail about ZMOT, how the marketing team at Men’s Wearhouse is applying it to their strategies, and best practices you can implement to win customers at ZMOT.  To learn more,  check out the on-demand presentation and full slide desk on the eTail website [2].