Online is making its way into sales models

[suchona.kani.z]

The concept of Moments of Truth was taken up by Procter & Gamble in 2005 and expanded to include the “First and Second Moment of Truth.” These describe individual touchpoints at which customers come into contact with products and try them out for the first time.

Google took up this concept in 2011 with the so-called ZMOT ("Zero Moment of Truth") and divided purchasing behavior into so-called micro moments that must be addressed by marketing in order to address customers appropriately. This model also takes into account the connection between the offline and online worlds for the first time.

In the study published by Google in 2020, customer purchasing behavior is described as the "messy middle." Customer journeys are not linear and are compared to a ball of yarn ("messy"). In the middle is the customer ("messy middle") - influenced by countless pieces of information on many channels. In this model, customers vacillate between research and france consumer email list evaluation. Decisions are made more spontaneously by customers using cognitive shortcuts, i.e. they spontaneously choose the right offer that is presented to them and fits their current need.From AIDA to the Moment of Truth
In 1898, Elmo Lewis described a theoretical customer journey for the first time with the advertising effectiveness model AIDA. In 1924, William Townsend used this as the basis for defining the sales funnel, which to this day represents a crucial basis for lead management processes in the B2B environment. It was not until 1961 that Russell Colley added a pre-consciousness level to the funnel - he called his extended model DAGMAR/ACCA.

Sales funnel models: Want more?
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Would you like to find out more about exciting topics from the adesso world? Then take a look at our previously published blog posts .