Zero Moment of Truth

Are you Leveraging Advocates at the "Zero Moment of Truth"?

You've probably heard of the Zero Moment of Truth (ZMOT.)

Google introduced ZMOT a few years back to describe a revolution in the way consumers search for information online and make purchase decisions.

As Google and others point out, the ZMOT includes prospects viewing consumer ratings and reviews plus other user-generated content like stories, testimonials, videos, and more.

Here's a quick video about ZMOT: 

How Advocates Help You Win at ZMOT

Your Advocates can help you positively influence ZMOT. Here are three ways to do this:

  1. Get Advocates' reviews onto shopping sites. Enabling Advocates to create and publish reviews on shopping and eCommerce sites is like putting a spokesperson for your brand at the check-out stand. Ninety percent of people say consumer online reviews influence their purchase decisions (source: Dimensional Research). And 92 percent of people won't buy a product with fewer than four (our of five) stars (source: BrightLocal)

  2. Connect prospects with Advocates. Our new Zuberance Answers(R) solution gives prospects opportunities to ask Advocates questions at the ZMOT. Prospects get answers from authentic, enthusiastic product owners plus brand offers. Zuberance Answers is like a reference program on steroids.

  3. Make it easy for Advocates to share your content and offers. Advocates are the most effective re-targeting approach ever. Give Advocates your content and offers. They know which friends are shopping for a hotel in San Diego; a Japanese restaurant in San Francisco; or for a new car. 

You can win at ZMOT. Get your Advocates into the moment.

Here's a link to Google's free ZMOT e-book:
Winning the Zero Moment of Truth eBook (2011)