7 - 11 - 4 and Google ZMOT

Google conducted a study on consumer behavior and coined the term Zero Moment Of Truth.

It's the moment when a consumer decides to buy something or not. 

Google found that buyers need to have 7 hours of interaction across 11 touch points and 4 locations for a consumer to be ready to buy.

A touch point could be a social media post, an email, a video, a blog post, and so on. Location refers to the channel the consumer receives these touchpoints. These include social media platforms, a website, email, or in-person.

The actual number of hours, touchpoints, and locations may vary.  

But here's the thing.

If your buyers see you only once or twice, you leave opportunities on the table.

Instead, adopt a strategy to publish high-value content on multiple channels over long periods of time.

Questions to ponder:

How many locations/channels are you reaching your buyers on?

Are you consistently publishing high-value content, or just once in a while?


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