Zero Moment of Trust earns your brand consumer respect and loyalty. The Zero Moment of Trust construct leverages Google’s concept, Zero Moment of Truth (ZMOT), which essentially describes how consumers use search–across Web and mobile platforms–to access information, process this information, and then make a purchasing decision based on this process. Zero Moment of Trust takes this concept one step further, past the search results, and into your brand’s resonance within these platforms; in other words, how does your brand appear to consumers within these platforms, and how does this perception affect their trust of your brand? The following presentation discusses these issues:
A couple of definitions to frame the discussion:
Zero Moment of Truth: Purchase oriented decisions enabled by contextually relevant information accessed by consumers at the point of decision making.
Zero Moment of Trust: Understanding of brand honesty and commitment imbued by performance, design, and informational cues experienced by consumers at the point of decision making.
Accordingly, when looking to instill a sense of trust of your brand within a Web or mobile environment, you should focus on building-in Performance, Design, and Informational trust indicators. Please visit this post to learn how Zero Moment of Trust is relevant to real estate brands.