Pro Mod driver Bubba Stanton. Photo: Mark J. Rebilas |
Today’s motorsports enthusiasts want more information than ever, before making a purchase. Turns out, Google commissioned a study called the Zero Moment of Truth (ZMOT) that focuses on the time a consumer spends researching your product before making a purchase. We all do it: comparison shop on our cell phone, read a restaurant review before making a reservation or check out an event online before buying tickets.
When the study started consumers needed more than five sources of information before making a purchase decision. That number has since doubled and is expected to continue to rise. Consumers have become super-power information gatherers and they’re proactive about their purchase decisions. Studies show they want to see what you have to offer, before making a decision as well. Plan to include videos in your content strategy. Consumers love to send videos via email, post them to their social networks or embed them in their blogs and personal websites, so make sure your videos are easy for fans to share.
ZMOT is when your customer actively looks for more information online, through social media or any other source, before making their purchase decision.
The good news is consumers are looking for more information. If you’re invested in online content strategy, you’re positioned to give it to them. Just make sure it’s useful information, readily available, easy to understand and engaging.