When you plan your marketing strategy you must always have your ultimate goal clear in mind. Let’s be honest: no matter what your business is, the goal is getting public’s attention to buying. To do this, you will need to create content on your communication channels to interest your ideal audience.
And video animations, as you already know, can be very effective here.

Facebook Marketing PRO Strategie e azioni per fare business di Cristiano Carriero e Monia Taglienti IMG 1

But how can you best structure your relationship with your target audience? Don’t just consider what you can offer but also the way people relate to your offer. Imagine the path that each user takes to arrive at a purchase decision. Here, this path is called buyer journey.

An ever-changing path

In 1904, the US magazine Salesmanship Magazine published an article signed by Frank Hutchinson Dukesmith, indicating the four key steps of the buyer journey. The article set a benchmark for 20th century marketing, theorizing for the first time four moments. They would later become known by the acronym AIDA:

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Attenzione

Awarness

Interesse

Interest

Desiderio

Desire

Azione

Action

A century later the scenario has changed radically. The new purchasing process has been summarised in three new stages: Awareness, Consideration e Decision. When a need arises, the user becomes aware of it, assesses the best solutions available and finally makes a decision.

What we have in front of us is an increasingly informed customer who leads the market, who gives top priority to his needs and concludes the purchase in the way he thinks is perfect for himself.
The buyer journey of the new millennium begins with a problem or a need and continues with the search for the best solutions to solve it.

Customer Confidence

The buyer journey in our days

As you may know, the marketing scenarios are undergoing a profound revolution. It all began with the affirmation of digital technologies that have completely changed the way in which a user can relate to products.

In 2005 the Procter & Gamble president stated two fundamental sale moments:

  • The first is when the consumer, responding to a stimulus induced by advertising, studies the product, in store or online;
  • the second is when he studies and uses it.

These two stages were defined, respectively, first and second moment of truth in customer journey.

Few days later Google identify a new stage: the zero moment of truth, in brief ZMOT. The model, theorized by Jim Lecinski, introduces the ZMOT between the stimulus and the first moment of truth.

Nowadays users get much more information before concluding the purchase. How? First of all on the web. If you see an interesting advertisement on tv you are likely to take your smartphone and look more information on Google. This is the zero moment, the one in which you create your first idea of that product.

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The buyer journey in the twenty-fist century starts from there and ends with what Brian Solis called, in 2013, ultimate moment of truth, the time when the user values his experience and expresses his opinion on the web through social medias or review websites.

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Never understimate the importance of zero and ultimate moments! User’s experience guides the global purchase flow: the ultimate moment of truth can be the zero moment of truth of another client. A satisfied costumer is the best testimonial you can have.

Video Marketing Guida

Animated videos help you significantly in each of these stages. Animated videos, indeed, are the best and simplest tools to inform and provide details about your products and services.They are the ideal response to the “zero moment”. They can tell your customers’ opinions in a dynamic and original way, inducing the positive reaction of your target during the ultimate moment of truth.

…so, what we can do?

Nowadays, brand communication must take in account the increase of decisional moments and the shift of focus from the product to the client. It’s not only a matter of selling, but of convincing and keep on convincing because the relation with the customer doesn’t end at purchasing stage.

In this scenario, videos play a central role thanks to their power to impress the audience more than a traditional advertisement. It’s more and more important to point out the different type of contents for the different moment of relation with your audience. How? We are going to see it together in our next article..