Zero Moment of Truth, or ZMOT, is a revolution in the way consumers search for information online and make decisions about brands. As consumers’ behaviour evolve, so must the ways in which brands engage them. In today’s always-connected, mobile-first world, how do you continue to win the Zero Moment of Truth?Eighty percent of success is showing up. This is especially true, when it comes to digital. You can’t be a helpful brand partner and improve the lives of consumers, if you’re not present in the moments they need you most. And increasingly, these moments are happening on smartphones. On mobile, do you know how many people are searching for your brand? Your category? How many of those times do you show up? How many times do they choose you, and why? Most importantly, how many times does your competitor show up, but you don’t?We’ve established that you need to have an answer to these many consumer moments, but do you have the “right” answer? And does your ad provides the best possible experience across screens? A search for “hairstyle” on, say, a Friday night probably means something different from it would on a Saturday morning (ideas for a quick hairdo for a night out vs. ideas for cuts for an upcoming salon appointment). Links to products may not be enough to hook consumers. Your ads should provide an experience that’s as informative and entertaining as possible: links to rich content on your website and opportunities to engage on Facebook or watch videos on YouTube, for example.
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