Hypebeasts and the ZMOT

Let's face it, it seems like some tech companies have it easy when it comes to selling their newest products. For example, Apple sold completely out of their physical stock of iPhone Xs just minutes after opening up for preorders.

What does this mean on the customer's end? Are they blindly buying then newest tech just because they want to be a trendsetter? It definitely seems like it! Sometimes I wish I had that much money, but sadly, I am a poor college student, but these customers who seem so willing to throw their hard earned cash towards the latest and greatest technology are probably some of the hardest to please.

Think about it... How long after an iPhone release are the newest rumors for the next year's iPhone discussed? I've seen them as soon as one month after. These rumors and the people that look at them are exactly what I want to talk about today. 

ZMOT: Winning the Zero Moment of Truth is a short book written by Google employee, Jim Lecinski. Lecinski talks about his experience with Google and how they hammer the concept of The Zero Moment of Truth (or ZMOT) while training many of their employees. Basically, ZMOT would be described as,

"A busy mom in a minivan, looking up decongestants on her mobile phone as she waits to pick up her son at school." (Pg. 10)

or even better said,

"A young woman in a condo, searching the web for juicy details about a new guy before a blind date." (Pg. 10)

This brings into question: Why is it called the "Zero" Moment of Truth? Isn't there a "First" Moment of Truth? The answer to that question is... YES, there is a "First Moment of Truth" or better known in the marketing world as the "FMOT". The FMOT would be described at, "the store shelf, when a consumer decides whether to buy one brand or another." (Pg. 11) More and more today, marketers have found that consumers don't make their decisions at the shelf anymore, but throughout their day to day interactions with their cell phones. You would be surprised how much of your day is spent in the ZMOT phase.

But how is the ZMOT relevant to hypebeasts (as I like to call them, describing their hype following nature) buying the newest iPhone on the release date? This is probably the most relevant part, actually. Hypebeasts spend the ENTIRE year in the ZMOT phase. They look up rumors, they compare features to the tech on other brands, they make assumptions until finally Tim Cook (Apple CEO) can come onto their computer screen and hopefully fulfill the promises that the customers themselves have made in their heads while following the hype. 

These interactions got me thinking. Usually, Google and other companies use the ZMOT to answer commonly asked questions about current products and enticing the customers to buy them. Wouldn't it be possible to use the commonly asked questions about the next year's products, and develop newer products based on what the customers are asking for? 

It could be easy as using predictive search on Google:

"Will the next iPhone have _____?"

"Will the next iPhone be _____?"

Just from what comes up, you can see discussion boards in their rawest form. This could possibly be better than any focus group. These people have nobody to impress, and aren't saying things that the marketers want to hear. These are the true opinions of your customers. Because hypbebeasts spend their entire year in the ZMOT phase, you have plenty of chances to see what the most common desires, questions, and even problems with the current generation tech are.

Who says that all ideas have to be generated within the company? These forums and blogs are basically one big brainstorming group of people. It's at your disposal! Why not use it? Customers are looking this stuff up themselves and it is all organic. Not to mention, it's free! The information is right there. You just have to search for it!

Until next time!

Griffin Brown