GOOGLE AND THE HEAT OF THE MICRO-MOMENT
In 2011, Google brought their ingenious ‘Zero Moment of Truth’ theory to public attention. The moment serves as the first in a successive series, revealing the consumer’s trajectory towards brand loyalty.
The ‘Zero Moment of Truth’ is the period that precedes the decision to sample a specific product or service, otherwise known as the online browsing, or “research stage”. This is followed by the ‘First Moment of Truth”, where the consumer settles on a product or service and proceeds with purchase. The ‘Second Moment of Truth’ is conceivably, the most crucial. This is where the consumer decides whether to use the product or service again.
In his 2013 book, What’s the Future of Business?, Brian Solis proposes that, while the ‘Second Moment of Truth’ is vital to securing brand loyalty, there is an additional stage that marketers should not disregard. He calls it, ‘The Ultimate Moment of Truth’. This is where, in the case of the hotel industry, guests ascertain if their hotel stay was exceptional enough to warrant raving about (or berating) online.
Whether you stick to Google’s original theory, or favour refinement, one thing is for certain: All it takes is a moment.
A Micro-Moment occurs when a person reflexively consults their device (usually their Smart Phone) to confirm the validity of a pending action. They draw inspiration from the online world to see if they should learn something, go somewhere, do something, or buy something.
According to Medium, 82% of Smart Phone users turn to their phone for purchase advice while shopping. If potential guests are in search of spur-of-the-moment validation, there is no room for confusion. Advertisements must be eye-catching and snappy. Descriptions should be clear, concise, and persuasive. You will benefit from a strong presence on social media and your reviews, ideally, should be glowing.
Want to enhance brand loyalty? Contact In1 Solutions today. With almost three decades of experience, it’s safe to say, we know what we’re doing.