In this digital age that we are currently in, our shopping journey resembles less like a funnel but more like a spider web. Often we are likely to go back and forth multiple information channels before we finally make a purchase. Additionally, we may become more fickle minded with the choices that we may make as we do multiple points of comparison with our friends and conduct multiple price or product comparison before we finally decide.
Thus, as marketers, we are subjected to new challenges as how we can impress our potential consumers in
order to convince them to make an actual purchase. The First Moment of Truth
(FMOT) which was first coined to describe the initial moment when a consumer
first encounters the product was once the Holy Grail for marketers as it
defines how successful one is in making the sales.
Today, the Zero Moment of Truth (ZMOT) holds more valid. ZMOT refers to the moment prior to FMOT when consumers research about the product and exchange experiences with friends before making a purchase.
Hence, it has become more relevant that marketers try to
maximize ZMOT in their campaign. Research has shown that a large percentage of
viewers use another device while they are watching TV. Due to this, marketers
need to be aware of consumer technological usage patterns (eg: more people use
tablets in the evenings than in the day) when considering marketing activities
so as to maximize returns. Furthermore, as single-channel marketing plan will
no longer be as effective as compared to one which utilizes the various channels,
the marketer must be up-to-date with the latest technological trends and
platforms so that he/she can utilize them in his/her campaigns. All in all, marketing
campaigns need to be more multi-faceted to cater to an increasingly complex and
informed consumer.
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