Zero Moment of Truth with Wechat

 Zero Moment of Truth was coined by Google in their 2011 eBook "ZMOT" related to the moment in the purchase cycle between the stimulus (what alerts you of a product, like an ad) and first moment of truth (a term used by Proctor & Gamble to refer to the decision to purchase). In the past, as Google notes, buyers followed a linear path to purchase: firstly, awareness of the product from print ads, billboards, storefront and Yellow Pages; secondly, visit store, or call seller, ask for a quote, compare goods in store; and finally, purchase item in-store or order from catalog. Traditionally, the shopper decision process is what marketers at P&G call the "First Moment of Truth".

Today’s consumers use the internet as a hub. Their decision-making process was changed to ZMOT:

At lease ten year ago, you had to plan a trip to the mall in hopes of finding that specific product you want to purchase. Salespersons were the gatekeepers of information: you needed to ask them about anything you needed to know about the product you wanted to get. If you are lucky, one salesperson was free, and then you are more lucky, you can encountered a salesperson who knew all the ins and outs of the product. If not, you were waiting a long time, and then found out that the products were not what you want or you are left with very little details that do not help you make an informed decision. 

Now, the digital age has allowed people to browse and buy items right at the palm of their hands, without leaving their seats. The internet contains the information buyers need to know about the products via a simple search box. Consumers will be looking for the following types of content to help them make a informed decision: a) customer reviews; 2) buyer guides (including video demonstrations); and 3) case studies. They want reviews that are coming from other customers and clients, not directly from the sellers. 

One example following zero moment of truth rule is WeChat in China. With 700 million active users it has become the gateway into China. WeChat activities have become more important than people's personal website in China. It is hard to measure the scale of WeChat's popularity in China. 700 million users spend on average an hour a day utilizing the many services that have been developed as an integral part of daily life in China. 

Here is a list of the things that you can do with WeChat: 

·       Message your friends

·       Share your moment (e.g., popular products, restaurants, etc.)

·       Transfer money

·       Top-up your phone

·       Order a cab

·       Buy movie tickets

·       Order your dry cleaner

·       Order food

·       Invest money in a wealth management plan

·       Book a train or plane ticket

The Chinese are now strongly influenced by the "influencers" who have already established significant online followings around them through WeChat. Users will often share content on their moments if it is interesting and engaging. There is much stronger culture of sharing posts in China. 

Below is someone recommended a coffee shop:

In addition, there are many "entrepreneurs" on WeChat, starting "Micro Stores" and focused on specific topics where you can start conversational threads. 

Micro Stores – Businesses with service accounts can now open ‘m-stores’ within WeChat itself. Users can browse stores on WeChat with incredible ease of payment, with their account linked to their banking. They just input their password and make payment within seconds. Brands can now start developing these customized micro stores, it is like hosting your own website within the established infrastructure WeChat provides. In short, the potential Chinese customer has entered into the “Zero Moment of Truth” or ZMOT world.