If you’re an online marketer and haven’t yet read “ZMOT: Winning the Zero Moment of Truth,” you probably should. Published by Google in November 2011, the book (authored by Jim Lecinski) is a study that introduces marketers to a “new” mentality that shoppers have adopted since the evolution of information accessibility.
According to the book, ZMOT is the decision-making moment that takes place on users’ computers, laptops and mobile devices hundreds of millions of times daily. It is the moment where information is found and consumed, where marketing is happening and where shoppers make their decision to purchase.
So how can you use video marketing strategies to win at ZMOT? The following four tips will help you better understand how to craft your videos and how to market them to win at Zero Moment of Truth.
Understanding ZMOT and Using Video Marketing Strategies to Win
- ZMOT is the moment that a woman pulls out her mobile phone to look at video reviews of skis while she’s in a winter sports store. Did you know 79 percent of consumers say they use smart phones to help them shop? Make sure your videos are mobile-optimized, and the web page you’re hosting it on is too. Optimize it for the most devices possible, paying attention to download times and mobile-friendly creative.
- ZMOT is a young woman in a café watching video reviews while looking for a cheap hotel in Paris. Did you know 70 percent of Americans say they read product reviews before making a purchase? Use this to your advantage. Launch a series of video reviews of your product or service explaining its features and benefits.
- ZMOT is Mom CEO in her office scanning video reviews of cough syrups before heading to the grocery store. Did you know 83% of moms do research online about product after watching TV commercials about those products that they find interesting? Think about your target audience, and when and where they will be viewing your video. Is it in the car on a mobile phone? Maybe it will be on their desktop or iPad. Craft your video so that it connects to your target user, and then format it so that it is as user-friendly to view as possible.
- More and more consumers learn, live and make decisions based on review and rating sites, one the go as well as at home, based on social media outlets and more than ever from video. Use video to create consumer guides, product demos, explainer videos, reviews and vlogs – and then make all of those videos easy to Pin (on Pinterest), tweet and share on Facebook or other social networking sites
ZMOT is a new mental marketing model that targets users before the point of sale. Understanding it will help you create better and more useful videos to integrate into your video marketing strategies. This will in turn make you part of the online conversation so you can be top-of-mind when the point of sale is about to take place.