By Ingrid Mota
Twitter: @ingridmotta
Many of those who are around 20 years old today are a fundamental part of the growth of social networks and the digital marketing. They are the Mobile Generation. A few yesterdays ago, when we met friends or work contacts we still asked ourselves a question: Do you have email?
Currently, everything has changed radically, we live immersed in technology, we communicate via social networks, we buy online and we are in constant dialogue with hundreds of brands. Companies like Google until a few years ago, the model of uses and purchasing habits of any person, renaming the famous "Moment of Truth" that Karl Alprecht rightly raised as the "episode in which the consumer comes into contact with any aspect of a company and creates an impression about the quality of its service", renaming it today as “The Zero Moment of Truth (ZMOT)”.
Today having an email account is something that is taken for granted, as well as having a cell phone number and an account in Facebook either Twitter and our habits have changed as technology and the way we use it have evolved.
It is no longer a surprise that technology is part of our daily lives and an essential element not only in our professional life but also in the way we socialize. To understand the context a bit, in Mexico there is a 87% penetration in mobile telephony and it continues to grow at a good pace, where more than a third of these lines operate on smart devices.
The way we organize ourselves, learn, interact with the world and even how we fall in love are strongly influenced by our technology usage habits.
and shopping Apa?
Google reconsidered a few years ago the model of uses and purchasing habits of any person, renaming the famous "Moment of Truth" which Karl Alprecht very aptly posed as the "episode in which the client comes into contact with any aspect of a company and an impression is made about the quality of its service", renaming it as “The Zero Moment of Truth (ZMOT)”, one of the great premises of modern marketing.
Linear model of traditional marketing
Font: Google, The Zero Moment of Truth, e-book
According to Jim Lecinski, Vice President of Sales and Services of Google in the United States, consumers do not even need to contact the company to form an impression about it: the constant search for information online, comments on social networks, specialized criticism, blogging where the characteristics of the products are detailed, including video-reviews, it becomes the Zero moment, where the consumer makes the purchase decision and that is when the company must be digital and positively present to achieve a sale.
Google New Model- Zero Moment of Truth
Font: Google, The Zero Moment of Truth, e-book
It is clear then that having a defined digital marketing strategy is essential for companies to know in depth the uses and habits of consumers, so that they lay the foundations for queries, searches and construction of purchase decisions. It does not matter if it is online or offline, since that is the true moment of adoption of a product or service by the consumer.
It is worth asking ourselves, then, what will happen when our own evolution is reviewed in a few thousand years and those of us who inhabit the planet today can be identified, and we are defined as that gender that is characterized by its empowerment through remote communication through voice, text, image, sound and data.
