There’s no denying that consumer dominance is a major trend these days, and consumer reactions often dominate a brand’s lifeblood.
Consumers often look up or write reviews online before and after shopping and enjoying various goods. In Hong Kong, for example, more than 75% of Hong Kong people search for relevant information online before making a purchase. This just reflects that the relationship between online and offline marketing is now very close, and brands cannot ignore the importance of the former.
However, in this era of information explosion, consumers will not wait one-way to accept the positive message of the brand’s hard push, but know how to sift through some information that they think is not true and objective enough, and find out the information that they feel is more credible.
So, what kind of marketing strategy should brands use?
In this regard, the moment of truth has become the guiding principle of the brand. The so-called key moments can be divided into four types: Zero Moment of Truth, which is the first moment when users come into contact with a brand from an online search; The First Moment of Truth is the impression that a potential customer first encounters a product; The second moment of truth is the customer’s perception after using the product and service; The Ultimate Moment of Truth is where consumers begin to share their post-consumer experience with the outside world, which in turn creates more zero moment of truth.
For today’s brand marketing, among the four, the zero moment and the ultimate moment are extremely important.
Because before consumers search for products, if brands can accurately analyze and successfully capture the key moments of consumers’ decision-making, through big data analysis, effective monitoring, and through soft ways to show users a positive brand image, build a word of mouth, can convey positive brand messages and impressions to them, and thus influence their decisions.
By extension, when they have already achieved a good brand impression from moment zero and then experience a good post-use feeling, it will drive them to spread positive brand reviews to the outside world, thus creating a virtuous circle for the brand to change the decision-making of other potential consumers.
It can be seen that in order to succeed in marketing today, brands can no longer rely on hard selling, and must find a set of publicity models that are closer to consumers, subtly change their orientation, and seize the critical moment is the top priority.
