ZMOT en Ecuador conocimiento y aplicación

摘要

The traditional process of advertising was determined for three steps: stimulus (ads), response (purchase), and post purchase (product test). The last one was the most important because it was considerate as the moment of truth, where the consumer proved if the product satisfied or not its sales promise announced by advertising. It was the moment where the brand had to gain the consumer in order to deserve his or her trust and loyalty, besides to earn their recommendation about the product from the client to their closer people.In the digital age, the process is altered after the first step, which means once the stimulus was sent through advertising, the customer makes numerous online searches looking for information, and indeed this is the first zero moment of truth, nowadays known as ZMOT, because of the shopper needs to be sure about their buying decision, with one or another product through comments and suggestions from other users, rankings, blogs, videos, social networks, forums, reviews, and more material provided by similar users, who are like him or her. The consumer trusts in the information about people who has tested the product more than the promises of the brand; for this reason, it is necessary that the brand takes account the ZMOT process to be in the right place with correct information, due to the fact that the marketing and advertising variables change.