8/1/2023 0 Comments Moment of truth![]() ![]() Particularly sophisticated retargeting methods can even pinpoint what elements of a product a customer is likely to be interested in, for example, energy efficiency, and highlight those in compelling creatives. This approach enables you to keep constant communication with the customer and help guide them towards a purchase that they will love by providing them with relevant information. Once they leave your website, you can use retargeting to constantly remind customers about the product, or similar products, that they have already seen on your website. Once a customer has encountered your product, it is essential to keep them engaged. To understand how this works, let’s take a look at three short examples: Keeping a customer engaged during the research phase It will also enable you to prevent competitors from attempting to poach customers out from under you with their own retargeting efforts! If you can show them content that showcases the best of your product, this can cultivate a positive journey for the customer, increasing the likelihood of conversion. Users are highly engaged and are already actively searching for your products. This approach is particularly useful at the Zero Moment of Truth. Sophisticated retargeting solutions can further determine what content to display to a user, based on their behavior. It works by interpreting data to identify customers who have shown interest in your site. Retargeting is a way to reconnect with users who have shown interest in your products. Retargeting is a powerful tool to connect with users at the ZMOT It also means that brands need to find ways to connect with users to research their product, or similar products, and this is where retargeting comes in. This will usually take place on the open web, and is a brilliant opportunity for brands to connect with potential customers at a moment of high engagement. This research takes a variety of forms, but 65% are interested in product comparison sites, and 93% will read reviews, either on an e-commerce site itself or on a specialized website. What channels do users access during the ZMOT?Ĩ1% of customers conduct research prior to making a purchase. This means that brands who heavily focus on ZMOT, have an opportunity to convert users before their competition. It’s when users actively seek out more information about your product and look for reviews and comparisons, as well as any potential sales or offers.Ĭrucially, it is also the moment when users are likely to be exposed to competing products, particularly when viewing comparison reviews. This process is covered by the ZMOT and is one of the most critical moments in the decision-making process. ![]() This is because when users search they do so with intent, specifically the intent to research the product. Why is the ZMOT so important?Īverage conversion rates via search are 3.0%, compared to the conversion rate of social’s 1.0%. This typically happens after a user has seen an advert or heard about your brand through another channel, and now wants to compare your product to others on the market in order to make a decision. The Zero Moment of Truth (ZMOT) is a term coined by Google in 2011 as a way to describe the moment when a customer is exposed to your brand and is now doing research about your product. Maximize the Zero Moment of Truth with RTB House retargeting today.Effective retargeting needs cutting-edge technology.Upselling a customer on useful accessories.Alerting customers about a new promotion or offer in your store.Keeping a customer engaged during the research phase.Retargeting is a powerful tool to connect with users at the ZMOT.What channels do users access during the ZMOT?. ![]() Today, we’ll discuss what the Zero Moment of Truth is, and how you can use retargeting technology to maximize its impact. Retargeting technology is a powerful tool to forge these regular connections, but there’s one moment in particular where it outperforms: the Zero Moment of Truth. It’s important to maintain contact with your customers, and guide them through every stage of their journey. The sales journey is a long, sometimes complicated process, regardless of your particular niche. ![]()
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