Sunday, February 05, 2012
Social online consumer influence
If you look at the complete model below you see it is all starting with a stimulus. This is the moment the consumer learns that your products exists. They see a TC add hear something on the radio or read something about your product. This is the moment where consumers used to go directly to the "first moment of truth". At the " first moment of truth" you had to make sure that everything surrounding the product was perfect and stimulated the consumer to buy the product. after purchasing the product the "second moment of truth" was when the consumer unboxed the product at home and started to use it. This second moment of truth is eery important to convince the consumer to buy from the same brand or same store again. Apple has perfected the unboxing experience.
youtube and vimeo, a page on Facebook where you can see how many people like the product, a information page where all is combined, making sure you product is on all kind of blogs and forums where people discuss it (in a good way).
The difficulty is that you cannot control the ZMOT completely however you can influence it a bit by thinking about you marketing strategy. Companies who do understand ZMOT will most likely be the survivors of the upcoming time and companies who do fail to understand ZMOT will not. Google is providing a lot of information and guidance into ZMOT from their website zeromomentoftruth.com which is very beneficial to visit. Also watching some of the below videos is something worth to do.