Google’s 2012 ebook ZMOT: Winning the Zero Moment of Truth. Wall Street Journal 2005 Proctor & Gamble’s approach to consumer experience In today’s on-line, information driven world, Event Driven Marketing is perhaps your only, slim chance of recognising an opportunity and getting to the customer before the rest of the world. Because if you don’t tell them today, then everybody else will tomorrow (when Google tells them).
Identify MOT in delivering a service and activities that may add further value, and assess their likely impact on customers and intermediaries. This time is yours to show the customer that you are there, that you understand and that you care. Moments of truth make or break an organization’s relationship with its customers. They haven’t told anybody else – yet.ĭepending upon the Event, the Window of Opportunity may be as short as an hour or two, or as long as a couple of days. The key is that the only people that know about this are you and the customer. EDM tells you when a Customer has a (potential) need, is open to suggestion and discussion, and fully understands why you might contact them. Of course, the interesting thing (for us) is that, if you are using Event Driven Marketing to monitor and detect a Customer’s Events, you can actually know that something has happened within a few hours (or even seconds) of the fact.ĮDM finds and tells you about the ‘ Less than Zero Moment of Truth’. Now 5AG (After Google) they go on-line to look for answers to their questions, and only then do they contact you (if you made the shortlist). What is the link between emotionally charged moments of truth and the purchase decisions of customers The experience of the retail-banking industry is instructive.
At 5BG, the customer would have an ‘Event’, think about it a little and then contact you for advice. Here we can see our Marketing Automation steps and funnel.
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