Moments of Truth: Customer journeys in the digital age

Gone are the days when word-of-mouth meant chatting with a friend over coffee. Today, our opinions, purchases, and preferences are shaped in a fast-moving digital world. The media through which we consume information has rapidly evolved from traditional channels into the dynamic digital environment we now inhabit (Belch & Belch, 2014). With the continued rise of social media and mobile-based platforms, as consumers we can instantly tap into the experiences and reviews of others - those of people we’ve never met (European Parliament, 2011). This digital shift has completely transformed how we discover, trust, and decide what to buy (Belch & Belch, 2014).

Communication models have moved from one-to-many to one-to-one (Ramona et al., n.d.), search marketing has shortened the buying cycle and user-generated content has been shown to significantly impact conversion rates (Chaffey and Smith, 2017). Existing digital media and technologies like virtual and augmented reality continue to change how we engage with brands (Abramovich, 2017). And we're already seeing the impact of conversational AI in customer search (noticed ChatGPT entering your top 10 sources in Google Analytics?). Consumers want to access content on the go, on their own terms a we’re at the point where it’s no longer about having a mobile-first mentality - today brands need to be mobile-dominant (Abramovich, 2017).

It is important to note, however, that the benefits of traditional media must not be overlooked. The reach of television, the high engagement levels of print and the loyalty of radio audiences mean that communications strategies must combine the benefits of digital and traditional media with a view to create the seamless experience consumers now expect (Terpstra, 2018). Edelman suggests that instead of focussing on media and communications tools, marketers should be targeting according to the stages in the decision-making journey (Divol et al., 2012 cited in Belch and Belch, 2014).

Customer journey in the digital age

Consumer decision-making involves three key cognitive processes: interpretation of relevant information; combination or integration of knowledge; retrieval of product knowledge from memory (Peter et al., 1999).

One of the most basic models of the decision-making process is AIDA (awareness, interest, desire, action) and is still widely used by practitioners (Chaffey and Smith, 2017). However, with the rise of digital channels, consumers are gaining increasing control over product- and brand-related communications, impacting the way they generate and acquire information (Belch and Belch, 2014).

Consumers now engage in a more iterative buying process, entering the journey at different points depending on their first-touch medium (Court et al., 2009 cited in Belch and Belch, 2014). Edelman proposes a framework that sees the decision-making process as a “winding journey with multiple feedback loops (…) based on active shopping and influenced by marketer dominated and controlled touch points” (Divol et al. 2012, cited in Belch and Belch, 2014, p.132).

Whilst the Dynamic Customer Journey (Solis, 2016 cited in Chaffey and Smith, 2017) has commonalities with the traditional sales funnel, this model allows for “shallow and deep dives” and incorporates interaction and experience sharing between consumers, called the ‘influence loop’ (Chaffey and Smith, 2017).

The concept of the Zero Moment of Truth (ZMOT) was first introduced by Google to address the evolving buying processes and represents the initiation of product or brand information search (Draper, 2017). The First Moment of Truth (FMOT) was defined by Procter & Gamble and focuses on the first encounter between consumer and product (Draper, 2017). The Moment of Truth model was then progressed to consider the actual experience of the product or brand, coined the Second Moment of Truth (SMOT) (Hyken, 2016). A key stage in this model is the Ultimate Moment of Truth (UMOT) which links customer advocacy and content creation to the user-generated information searched for in the ZMOT (Draper, 2017).

In 2014, Eventricity introduced the Less Than Zero Moment of Truth (<ZMOT) which precedes the ZMOT and represents the phase in which a consumer first becomes aware of a need and begins to search for a solution (Hyken, 2016).

Digital and traditional media throughout the customer journey

<ZMOT

As previously stated, the <ZMOT is the phase in which consumers identify needs and initiate research (Baines et al., 2016). Understanding how to trigger need recognition and shape the customer’s attitudes toward the brand are fundamental tasks at this stage. 

Advertising is particularly instrumental to this end, as it strongly influences brand awareness (Peter et al., 1999) and can help to build brand attitudes (Peter et al., 1999). Broadcast is a key medium for the distribution of advertising messages, though the shift from traditional to digital TV consumption (Abramovich, 2017) has meant that, although online streaming has limited the extent of TV advertising (Wolk, 2015) it is now possible to plan more programmatic and targeted TV advertising based on preferences and behaviour, which means advertising messages are more relevant to the target audience (Terpstra, 2018).

Out-of-home (OOH) is another traditional medium for advertising that has evolved due to digital technology, enabling digital ad spaces on mobile phones to respond to geolocation technology and only show ads when a target consumer is within a certain radius of a trigger (Terpstra, 2018). This again leads to highly targeted messaging and has the potential to drive immediate behaviour (Haslehurst and McKone, 2015).

Print media is also effective in building brands (Heath and McDonald, 2007 cited in Fill, 2013), as is social media which, according to McKinsey research, influences other consumers by means of advocacy and eWOM (cited in Belch and Belch, 2014). In fact, social media has become a predominant way of discovering, engaging with and consuming content (Abramovich, 2017) and is highly effective in triggering need recognition through the exposure to other consumers’ opinions (Stephen, 2016).

ZMOT

The ZMOT occurs when the consumer has identified their need and begins searching for a solution (Draper, 2017). Consumers filter for stimuli relevant to their current needs, beliefs and attitudes (Foxall et al., 1998), so messages that are in line with these are more likely to gain attention (Foxall et al., 1998). Brands deemed relevant will be activated from memory and included for consideration, hence the importance of building awareness and attitudes in previous stages (Peter et al., 1999).

Research shows that consumers trust other consumers like themselves more than brand communications (Solis, 2015). Social navigation forms a major way in which content and information are consumed and engaged with on mobile devices (Abramovich, 2017). “People are talking about content on Facebook, they’re experiencing news on Facebook, discussing it” (Abramovich, 2017) so ensuring brands and products are addressed in user-generated content that is being shared online and across social media is key.

Another important consideration is the suggestion that consumers use the first product encountered as a reference point for subsequent searches (Zhou, 2008 cited in European Parliament, 2011), often resulting in the purchase of that first product (OFT, 2010 cited in European Parliament, 2011). Therefore, with search engines representing a popular initial choice for product and information search (European Parliament, 2011) correctly managing PPC and SEO becomes critical.

In terms of traditional media, OOH can be effectively used in this stage to support and reinforce messages transmitted through other media forms (Fill, 2013). Print media also has its place in delivering messages for higher involvement purchases where elaboration is high and information is processed centrally (Fill, 2013), especially in industries where there is still a heavy reliance on print (Terpstra, 2018). 

FMOT

In the FMOT the consumer first comes in contact with the product or brand (Draper, 2017), evaluates it and forms purchase intentions (Kotler et al., 2005). Whilst brand perceptions are important in this phase (Divol et al., 2012 cited in Belch and Belch, 2014) perceived risk also plays an important role and may lead to the consumer delaying the purchase or avoiding it all together (Kotler et al., 2005). 

Perceived risk can be reduced by providing sufficient and trustable information and reducing the perception of negative consequences of the purchase (Foxall et al., 1998). As consumers trust recommendations from people they know (Kim and Srivastava, 2007 cited in European Parliament, 2011), social media can be leveraged to encourage reviews and recommendations from other consumers (Heitzman, 2017). Reevoo has found that there is a direct correlation between number of reviews - which signal trust and social proof - and increase in sales (Chaffey and Smith, 2017). A ChannelAdvisor study suggests that user-generated content in the form of online customer reviews can signal trust and lead to risk reduction, also influencing purchase decision (2010 cited in Cheung and Thadani, 2012). 

To further reduce purchase abandonment, considerations around the ease of purchase become critical (Yenneti, 2016), especially in e-commerce where 77.3% of all online retail orders were shown to be abandoned (Walker, 2017). According to Forbes, simplifying and shortening the process can lower abandoned cart rates (Nealon, 2018). This is less common in brick-and-mortar stores (Nealon, 2018) although well timed and placed in-store media messages can be used to trigger purchase decisions (Fill, 2013). In the digital environment this could be translated into automated ads and messages triggered by online behaviour and mouse movements, such as pop-up notices or ad placement (Kreimer, 2017).

For longer purchase cycles, such as in B2B, Forrester Research has found that companies that successfully nurture leads generate 50% more sales-ready leads (Isaacs, 2018). Customer relationship management (CRM) and marketing automation tools can be used to nurture customers throughout the longer decision-making process, for example by automating personalised emails with relevant messages and content based on product preferences and digital behavioural triggers such as page views or form completions (Isaacs, 2018). 

SMOT

The SMOT occurs after purchase has taken place (Hyken, 2016). At this point, customers go through a phase of re-evaluating their decision and, to this end, become more attentive to information about the product they have bought, looking for positive information to resolve any cognitive dissonance (Sherh and Mittal, 2004) and reinforce their purchase choice (Baines et al., 2016). 

Having a CRM system in place that automates post-purchase messages can be highly effective to this end. For instance, permission based emails are effective at building relationships with customers (Hasouneh and Alqeed, 2010 cited in European Parliament, 2011) and can be used to send messages to reinforce purchase decision. 

Furthermore, Divol et al. (2012, cited in Belch and Belch, 2014) state that a lot of online activity takes place after the purchase, suggesting that communications strategies should encourage online dialogue to build loyalty and engagement after purchase. This could happen by means of customer support chat functions, user forums or engagement on social networks (Marketing Donut, n.d.).

UMOT

The UMOT is the moment in which the customer creates content based on their experience with the product (Solis, 2015). If customers are pleased with their purchase they may decide to repurchase it and encourage others to do the same (Baines et al., 2016). 

In the previously mentioned ChannelAdvisor survey, 91% of respondents said they consult online reviews, blogs, and other user-generated content before purchasing a new product/service, 46% of which are then influenced in the way they purchase (2010 cited in Cheung and Thadani, 2012). Key marketing objectives are therefore to facilitate advocacy, word-of-mouth or "word-of-mouse", and enable user-generated content (Solis, 2015). 

Digital media is key in increasing the scale at which experience sharing occurs and the speed at which it propagates (Cheung and Thadani, 2012). This information becomes precisely that that is searched for in the ZMOT and provides reinforcement in the SMOT (Solis, 2015). Experience sharing now happens online, in apps and in social communities, out of desire for self-expression and informing others (Solis, 2015). 

Unlike traditional media, characteristics that enhance activity online are the ability to interact and provide feedback, as well as two-way communication which is pivotal to building customer loyalty and a key element of relationship marketing (Ramona et al., n.d.). If post-purchase interaction and relationship building are achieved, a new purchasing process may be triggered (Srinivasan et al., 2002 cited in European Parliament, 2011).

Conclusion

Understanding the many layers of consumer behaviour remains at the heart of effective marketing. As technology continues to evolve, so too does the path to purchase, with digital consumers now consulting a diverse mix of media to research, compare, and decide. To influence this modern buyer, marketers must first understand which channels their audience engages with at each stage of the journey. The ultimate goal is to create a seamless media strategy that blends the strengths of both traditional and digital platforms, guiding consumers smoothly from awareness to action.