While scouring the Internet for an interesting blog to comment about I, came across a particular blog post that caught my eye. The blog of interest is posted at briansolis.com, called The Ultimate Moment of Truth and The Art of Digital Engagement.

This article shed light on how drastically social media and the Internet has affected customers decision making process and the choice of there ultimate purchase.  Two terms that I learnt from this article are Zero Moment of Truth (ZMOT) and Ultimate Moment of Truth(UMOT). The ZMOT refers to the moment where the Internet affects our decision to buy a product, while UMOT is the “moment people convert an experience into discoverable content in any one of the many social media platform”.

Now days the first step in the purchase of a major product or service, requires googling reviews and comments of the product, before even doing any real research. At this point the customer is heavily influence by what other customers and peers have experience about the product, and hence encounter the ZMOT. Its not surprising that the ZMOT is brought on by previous customers UMOT, where they had and good or bad experience with the product or service and had to post it to a social media center where it will eventually influenc a potential customer in the future.

For these reasons companies now days need to make sure customers can easily share their product experiences on social media platforms, in order to develop their brand. The fact of the matter is, content will be shared, like and commented on continuously and your product with develop brand image weather its in line with the planned image or not. If companies fail to keep track of how their products and brands are being depicted online will result in an experience gap, and result in a loss of profit.