Simply put, a Zero Moment of Truth buyer is one who is at the point of decision to buy a product or service. Discovering when this moment occurs and targeting the ZMOT buyer at the Zero Moment is a science – a combination of the right marketing message, and targeting of web search traffic patterns to maximize conversions (unique actions such as phone calls, web leads, and live chat) directly into a businesses’ website or telephone center.
The primary component of successfully targeting and converting a Zero Moment of Truth buyer is ensuring proper representation where ZMOT buyers search. Google search (both paid and organic) and social media are highly desirable targets. A strong YouTube presence also boosts awareness and drives leads. For car dealers, classified listings such as Craigslist and CertifiedCars.com deliver ZMOT automotive customers all the time!
The second part of uncovering Zero Moment of Truth buyers online is analyzing the current shopping and traffic patterns of your in-market ZMOT buyers. Deep funnel analysis of this pivotal data allows the enhancement, integration and alignment of a digital selling strategy which provides an increase in ROI.
How are you all capturing ZMOT Auto customers? It's kind of tough sometimes, right? Let me know in the comments below!
This article originally appeared on our ZMOT blog!