Google revealed in 2012 that shoppers tend to search for online opinions and reviews, also known as ZMOT (Zero Moment of Truth), before making a decision in trying a new product. To effectively connect to the right segment of millennials, brands have to specifically target shoppers instead of using a broad (one size fits all) communication. That being said, this not only sharpens but also maximises your marketing investments by relating and resonating with shoppers; leading to a continuous cycle of passing information - Ultimate Moment of Truth (UMOT).
In 2017, Marketing Dive further confirmed that approximately 74% Millennials and 57% across generations tend to have 1 or 2 brands at their top-of-mind even before purchasing. In order to sustain top-of-mind, it is important for brands to constantly resonate with the shoppers instead of just presenting facts. This in turn, put brands in a favourable light, connecting to the brand instead of the competition.