December 4th, 2012

short url:

The New Consumer Decision Journey

The Internet has drastically changed how consumers decide what to buy.  At Google, they call this online decision-making moment the Zero Moment of Truth — or simply ZMOT.  This new stage in the consumer purchase funnel is very important to marketers who are trying to influence consumers to purchase.  We now live in the digital age, where more than ever consumers are going online to research and gather information on products/services.  How can we capture more consumers and win the Zero Moment of Truth?

Here is a brief description of the four phases of the consumer decision journey.

  1. Stimulus – The moment when a consumer sees an ad for the product.
  2. The Zero Moment of Truth (ZMOT) — The online moment at which a consumer first develops an opinion about a brand/product, prior to encountering it in the physical world.  This can also be referred to as the digital path to purchase.  ZMOT occurs after a consumer sees an ad for the product, but before a purchase is made in store. Precisely, it occurs at the moment when a shopper goes online to research a product and decides whether to make a purchase.  Some examples of ZMOT are online ratings, peer reviews, videos and in-depth product details as consumers move down the path to purchase.
  3. First Moment of Truth (FMOT) - The three to seven second moment when a consumer sees a product on the store shelf for the first time and considers purchasing the product.  FMOT is the moment when all the advertising a consumer has seen for a brand will either pay off with a purchase, or not.

Second Moment of Truth – The moment when a consumer uses the product for the first time.  This can also be referred to as the experience.

Leave a Reply