RAAK_Blog-Header_ Email marketing in the zero moment of truth

Email marketing in the zero moment of truth

Whether you are a marketer or a communication professional, you definitely have heard about the moments of truth. Here’s a quick refresh…

1st moment of truth |
when a customer first experiences a product or service in-store or in real life.

2nd moment of truth |
when a customer buys your product and evaluates its quality and brand promise.

3rd moment of truth |
when a customer gives feedback via word of mouth.

In 2011, Google added an extra moment of truth: the zero moment of truth. They define this moment as the time your potential customer is conducting research. So for instance, if you build cars, you should want to know when your prospects start thinking about a new car - and through which channels they’re doing that. Once you’ve pinpointed when and how your prospects are researching, you can use email marketing to influence the consideration process to your advantage.

1. Define consideration period
The first important step is to know exactly when your customer starts searching for information for their purchase. In the example for a car manufacturer, this could be 3 months before the purchase. In case of installing a kitchen this could be 2 months, and for an electronics manufacturer it could be 2 weeks. But how do you know this? Here are a couple of ideas:

  • Track all early brand interactions like website visits, banner clicks, social follows,…
  • On your website, push data sign-up so you can match these early brand interactions with a profile.
  • Continue tracking all interactions.
  • Pinpoint the point of purchase, and you can recalculate when someone had a first interaction, switched to a known prospect, how they interacted and when they purchased.
  • Based on this data you know how long the consideration period is for your product.
2. Define consideration channels
Once you have linked your channels to a certain profile, you can start tracking which ones have the most effect. Look at incoming traffic and how they eventually influence the buying behavior. We wrote a post on how to analyze multiple incoming traffic sources on your website.
 
3. Set up a data mining tool
Data mining is crucial in this strategy, so implement data mining on all major channels you are using. In a previous post we talked about how to implement data mining. 
 
4. Set up a content plan
When you started measuring the different channels you can also measure which types of content work best in the buying stage. Want to get started? Here’s a 3-step guide on how to set up a solid content plan.
 
5. Launch email & automation campaigns
Once you have set up all the right techniques you are all set to build your email program. This approach is ideally made for a combination of automation and campaigns.
 
  • Automation
    Depending on which buying stage someone enters the database, you can immediately start sending the right content.
  • Campaigns
    In addition to that, you can use manual email campaigns for maximal reach.

And as always, it’s the combination of automation and campaigning that will get you the best results. Just refer to our post about that subject earlier this year.

 

Conclusion

Winning in the zero moment of truth isn’t just about getting good results in SEO. It’s about understanding how your potential customer buying behavior works, and how you as a marketer can build a strategy around this.

Posted on
Mar 24, 2016