By Barry Eitel
In 2011, Google theorized about a new metric for the burgeoning world of e-commerce: the Zero Moment of Truth, or ZMOT.
The idea of ZMOT is that the internet has completely changed not where we shop, but how we shop, whether we’re buying corn flakes or a honeymoon trip to Paris.
“The ZMOT refers to the moment in the buying process when the consumer researches a product prior to purchase,” Google says.
According to one study by Google, a consumer will engage with an average of 18.2 pieces of information before making a final purchase decision—this includes a retailer’s website, online reviews, social media posts and more. This information is across platforms, too; consumers will research a product on their laptop and their smartphone.
“Ultimately, all this research is meant to create the best experience possible,” notes Google executive Lisa Gevelber. “People want to squeeze out every last drop of goodness, making sure they don’t miss anything along the way. Consumers feel pressure to do research—otherwise they’ll feel remorseful if they have a negative experience they believe could have been avoided.”
For brands, one critical aspect of owning this consumer journey is called “connected touch points,” where an advertiser takes full advantage of every interaction a consumer has with a brand across platforms and with a personalized touch.
“You’ve probably heard the term ‘multiple touch points’ but consumers are craving personalization derived from ‘connected touch points,’” explains Dave Cesaro, executive director of client marketing at digital ad firm Valassis. “Connected touch points refers to an advertiser having the ability to determine you are the same person whether you’re shopping from your mobile phone, tablet or desktop.”
During a session titled “Digital Data Is Not Just for Digital Marketing: How to Harness Digital Data LEGALLY to Increase Acquisition” at this year’s Leadscon Connect to Convert in Boston, Cesaro and Valassis chief privacy counsel Micah Thorner will discuss connected touch points and how to collect the data.
To fulfill these connected touch points, advertisers must have the ability to determine if an ad viewer is the same person, regardless of whether the person is shopping from mobile, tablet, in a physical store or through a catalog.
This data, which needs to be collected according to global privacy laws, is becoming some of the most prized consumer information available.
“This is the next evolution of digital advertising and consists of integrating promotions so the same household that receives a personalized email also receives a print promotion and mobile message,” Cesaro continues. “Connecting with the consumer with a succinct message across their path to purchase is critical.”
Cesaro and Thorner will share their years of insights into how to create bulletproof consumer messaging across consumers’ varied paths toward a purchase. Attendees will learn how to legally discern if a user’s mobile and IP addresses reside at a specific physical address, and how to leverage this data to optimize offline promotions.
By the end of the session, attendees will be well on their way to owning the ZMOT.