The internet has changed the way we shop forever, adding a new stage the buying process that is fundamentally the most important overall.

The old, traditional model:

Step 1 – Stimulus: Such as a TV ad

Step 2 – On-shelf point of sale

Step 3 – The customer experience with the product

Now, with the evolution of the internet, Google have identified a new, all-important step in the buyer process, that they call the ‘Zero Moment of Truth’ (ZMOT).

The ZMOT is a new shopping behaviour where the customer undertakes extensive research online before making a purchase, reading online content and consuming product information, watching videos, looking at comparisons, reading reviews, researching special offers and much more besides.

Having access to the extensive content and purchasing information leaves buyers feeling empowered to make the right decision and ultimately informed to make their desired purchase.

Let’s look at the new model:

The average number of pieces of content that a buyer will consume before they feel ready to make a purchase has hit an all-time high. In 2011, an average of 10 pieces of content were consumed before a buyer made a purchase. Providing content for your audience is no longer a question, it’s a necessity, because if they’re not satisfied, they won’t stick around and wait for you to provide it. 

The Zero Moment of Truth is the stage of the buyer journey when your content should be answering all their questions, demonstrating your experience, credibility, and driving conversions that lead to purchase.

It is estimated that 60% of the purchasing decision is made during the Zero Moment of Truth. So marketers who target content at this stage of the buyer journey, gain a true competitive advantage.

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