A few weeks ago, our Project Manager, Emily, blogged about the importance of Google’s Zero Moment of Truth (ZMOT) and what you need to know about it. The main takeaway was that consumers will make decisions in the moment–and on their smartphones. And during this holiday shopping season, it’s more important than ever to capture these consumers at that exact moment when they are looking for your products.
ZMOT is the time when consumers search on their phones, computers and tablets to ask themselves:
“What should I make for dinner?”
“Where should I buy insurance?”
“Should I get a new hat for that golfing trip?”
What your potential clients find in those brief moments online will determine where and when they will purchase more than any experience that comes after it. This is why it is not only a good thing for your company to have a powerful digital presence, but it’s absolutely essential.
Mobile Matters this Holiday Season on Cyber Monday
In fact, 54% of all holiday shoppers say that they plan to shop on their smartphones in spare moments throughout the day, like walking or commuting. -from Think with Google
These “micro-moments” that we have blogged about matter more than ever now. Gone are the days when everyone would plan far in advance to go holiday shopping because we can find–and buy–everything we need on our smartphones instantaneously. If you don’t have a mobile responsive website, then you are not capitalizing on these micro-moments and conversions. And the number of people shopping on their smartphones will only go up.
If you want to see what products are currently trending, check out the Google Shopping Insights data maps.
Why Video Matters Even More
One of the most influential factors in ZMOT decision making is video. For years, YouTube.com was a top search engine for finding anything–and now it has crossed over into the retail world. With videos easily accessible on our phones, we can see how to use products, interactive product reviews and more. Don’t believe us? The numbers don’t lie:
- One in every four shoppers say online videos are their go-to source for gift ideas, and 32% of shoppers say they plan to use online video more this year for holiday purchases.
- Americans are spending nearly twice as much time watching fashion and apparel shopping videos this year than last.
- In 2015 alone, Americans have watched 60 million hours of unboxing videos on YouTube, totaling 1.1 billion views.
For more insights, read the latest Think with Google.
If you need to get your site responsive for mobile or solidify your video strategy, we can help you out.