El modelo tradicional de comunicación de marketing agoniza

Agencias, medios y clientes se han comunicado durante mucho tiempo con sus consumidores utilizando el modelo mental tradicional basado en el estímulo, el momento de compra (en el anaquel) y la experiencia de consumo; dicho modelo ha sido no sólo práctico sino cómodo, sin embargo está próximo a caducar.

Desde el 2010 Google™ contrató a la compañía Shopper Sciences para investigar las fuentes que inciden en el proceso de decisiones de compra, después de entrevistar a miles de consumidores se añadió un nuevo elemento al modelo tradicional: el momento cero de la verdad (ZMOT)

¿Qué es el momento cero de la verdad?

Es simple, piense qué hace antes de ir al cine, comprar un auto, rentar una casa o salir de vacaciones; difícilmente otra cosa podría coincidir en todos los casos, pero consultar internet es una constante.

Los consumidores toman micro-decisiones antes de la compra, cuando el usuario indaga en línea más información del producto, experiencias de otras personas, ofertas, descuentos y cupones se le llama el momento cero de la verdad.

¿Está listo?

De manera general los compradores desean saber tres cosas acerca de su producto: ¿me ayudará a ahorrar dinero?, ¿mejorará mi calidad de vida? y ¿me ahorrará tiempo?.

Su compañía está respondiendo a esto o publicó a mediados de los 90´s un sitio en flash con las secciones ¿quiénes somos? y fotos de catálogo con asiáticos y afroamericanos.

Si usted no se encarga de generar y difundir comunicación sobre esto, no se preocupe, alguien más lo está haciendo, sólo que usted no lo controla. Si tiene poca o mala presencia en línea eso no lo exime del escrutinio público, recuerde que para los clientes la verdad no la dicen las marcas, la dicen las personas e internet es el lugar donde la gente suele hacer caso a perfectos desconocidos.

Píldora de inmunidad

Quizá ahora mismo se está dando una píldora que contienen una fuerte dosis de “eso no me afecta a mi” lamento decirle que no… Lo reto, entre a google™ y busque su producto por nombre, marca, tipo y categoría, seguro se sorprenderá.

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