How does ZMOT differ from FMOT and SMOT?

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FMOT, or First Moment of Truth, is the first moment of truth when a consumer sees a product on a store shelf and decides to buy it. SMOT, or Second Moment of Truth, is the stage after purchase when a customer tests the product and evaluates their experience. On the other hand, ZMOT, or Zero Moment of Truth, occurs earlier – before a customer sees the product. This is the stage of the purchasing process when they search for information online to form an opinion before moving on to the stage of making a purchase decision.

What are some examples of ZMOT in the beauty industry?
In beauty, it often takes the form of product reviews, influencer testing, and user reviews posted on social media. Consumers seek information about the ingredients, quality, and effectiveness of cosmetics before italy telegram data deciding to purchase a product. Cosmetics companies can support this step by providing detailed information, working with influencers, and publishing educational content.

How can I use ZMOT in my marketing strategy?

Moments of truth are one of the elements that should be developed already when we are developing a marketing strategy for our company. In order to effectively use ZMOT, the company should take care of its online visibility and provide valuable content that meets the needs of customers. All this requires appropriate strategic assumptions, which we will later be able to translate into specific operational actions. If you think you need help in preparing a marketing strategy, you can always use the help of a marketing consultant and then implement it together with an experienced marketing director .