If you were in the market for a camera in 1995, disruptive (or traditional) advertising and marketing might have inspired you to make a new purchase. Today, however, the buyer’s journey has changed drastically—no longer a linear path—we utilize multiple touch points and resources that influence our final purchasing decision.
Circa ’95, you might have asked a few friends or family members for camera recommendations, but a majority of your research and comparison of products was done in-store. Without the internet, social media and a plethora of product review and comparison sites at your disposal, you would have relied heavily on the information given to you at a local specialty shop by a qualified sales representative.
The New Moment of Truth
According to Google, your first Zero Moment of Truth (pictured below) would have taken place in the store, and the second at home or on vacation while using your new camera. If you enjoyed your experience, you’d likely be a repeat customer.