This shouldn't come as a surprise to you, but I consider Getting Found Online a Floor Covering Imperative!I made a case for it in my last blog article - Getting Started: Social Media For Floor Covering Businesses. In this post, I want to call your attention to an ebook from Google titled ZMOT: Winning the Zero Moment of Truth, by Jim Lecinski. Have you read it? It details what goes on for consumers between the moment they realize they have a want/need [i.e., stimulus] and when they make a purchase decision [aka the first moment of truth].
Here's a link to the blog article I wrote on the subject, titled Inbound Marketing and ZMOT: Perfect Together?
Although not a surprise - we are living through the implications of traditional advertising not delivering the results it used to whereas digital marketing, including social media, is becoming more effective - I was impressed that "84% of shoppers said that ZMOT shapes their decisions. It's now just as important as stimulus and FMOT in moving consumers from undecided to decided" [ZMOT, page 20].
Furthermore, it's happening all around us, including in our stores and on mobile devices, and not always in ways that we are comfortable with [see Customers, Digital Devices, The Retail Experience].
As you read through these resources, I'd love to hear what you've observed in your marketplace. How have your floor covering customers changed? How are they engaging in ZMOT activities? How are they finding you online? What are you doing that is helping you get found online? Which programs are generating the most traffic for you and which, the most leads?
By the way, if you're considering new approaches online, you might want to download my Getting Found Online: Inbound Marketing 101 guide.
Thank you for reading. I welcome your comments.
Christine B. Whittemore
Simple Marketing Now