International Webinar 2023 - The Role of Digital Based Innovative to Improve Competitiveness – Part 11

Academics from Indonesia explained Zero moment of thruth (ZMOT) in an international webinar. Zero Moment of Truth (ZMOT) is the shopping behavior of consumers who make decisions to buy without seeing the product directly. Instead, they conducted simple research by comparing reviews and reviews of a product from other consumers as a reference.


The Zero Moment of Truth method is still relatively new, developing following technological advances. This method is used when you want to buy a product, then you will look for information about that product and compare it from several available options based on reviews from other consumers.


For example, when you want to visit area A, then you search for information about lodging around there via the internet. From the various information available, you will find other consumer experiences staying at selected hotels.


Then you can read their experiences to determine which hotel choices you think are worth renting. An example of this case is an illustration of Zero Moment of Truth influencing customer decisions.


ZMOT is a method by which consumers search for information about products online. So the more information you can provide to your customers, the easier it will be for customers to recognize your product.


The way zero moments of truth works is similar to the testimonial model, where consumers of a product will provide reviews of their experience using the product. The review will be used as a reference or consideration for other potential consumers who are eligible to buy the product.


Therefore, it is important for businesses to have a ZMOT strategy so as not to lose to competitors in marketing. The following are strategies that you can use to create zero moments of truth for potential consumers of your product:

- SEO (search engine optimisation)
As a business that runs digital marketing, you certainly apply SEO strategies that are right on target to increase your website traffic. Where you have to be able to present information that is trending consumer searches that are still relevant to your product. Therefore, pamper them by providing complete information about your product that is easy to understand.

- Testimony
Today's consumer behavior mostly buys products after reading testimonials on the internet first. Therefore, as a business person, it is important for you to ask for testimonials from your customers. Ask for honest reviews based on their experiences. Display these testimonials in a special column on your business website.

-Reviews
Apart from testimonials, reviews have an important role in convincing your potential customers. Even the Google search engine provides a review column accompanied by a rating. Businesses can register to have their brand appear in Google reviews. This review contains the experiences of users of the products and services that your business offers.

- Social media
The popularity of social media continues to increase over time. Most users get information and entertainment through social media. One of them is their experience using a product. You must take advantage of this opportunity by creating a moment of truth through various digital marketing strategies on the right social media.


The above material was presented by presenters from Indonesia in an international webinar held by STEKOM University in collaboration with Universities from Pakistan, Malaysia, and various other parties. The name of the presenter is Achmad Zaenuri who is a lecturer at STEKOM University and is the head of the entrepreneurship study program.


This international webinar activity is part of the implementation of STEKOM University's commitment to increase various international activities. This was done in order to realize the vision to become an international-class university. Various international activities carried out by STEKOM University continue from year to year. There are international activities that are sustainable and there are also some international activities that are not sustainable. All types of international activities are accommodated and regulated by the International department of STEKOM University.