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Jan 7, 2020 21:27
4 yrs ago
2 viewers *
English term

back

English Other Marketing / Market Research General
Shoppers see ads on TV and in newspapers and online. They walk into local stores to look at products. They talk to friends, over the back fence and on social media. Then it’s back to zero moment of truth for more information
Responses
5 -1 back fence - intimate and informal talk
5 +3 Return to/start over/continue
5 -2 gossip, rumour
4 -1 informally in the sense of chats among friends
References
Zero moment of truth (ZMOT)
Votes to reclassify question as PRO/non-PRO:

Non-PRO (1): Yvonne Gallagher

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Discussion

Masoud Kakouli Varnousfaderani (asker) Jan 8, 2020:
Thanks all but I really think Seulki's second explanation is the best answer. It matches everything. I do not agree with Ali's answer.
Ali Sharifi Jan 7, 2020:
Return/start over
Seulki Lee Jan 7, 2020:
I added some comments. I think this can definitely help you :)
Masoud Kakouli Varnousfaderani (asker) Jan 7, 2020:
@everyone I mean the word "back" here in this sentence: Then it’s back to zero moment of truth for more information

Responses

-1
9 mins
Selected

back fence - intimate and informal talk

Back-fence is having an intimate informal but often malicious or slanderous character —used chiefly of conversation.
In the context, the shoppers talk to each other intimately, though it's about some negative aspects of certain goods.
You can refer to the photo on this(http://www.i1053country.com/over-the-back-fence.html) website.

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Note added at 29 mins (2020-01-07 21:56:48 GMT)
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The zero moment of truth (ZMOT) refers to the point in the buying cycle when the consumer researches a product, often before the seller even knows that they exist. The First Moment of Truth (when a consumer is “at the shelf” with many brands to choose from); and the Second Moment of Truth (when the customer buys the product, starts using it, creates experiences around it and learns if the product lives up to their expectations.
Therefore, the shoppers were at the First Moment of Truth but "back" to Zero memoent of truth.
Hope this helps!
Example sentence:

cheery back-fence chats

Reference:

https://www.merriam-webster.com/dictionary/back-fence

https://www.urbandictionary.com/define.php?term=back-fence%20talk

Note from asker:
You’re right I think
Peer comment(s):
neutral philgoddard : No, there are two instances of "back", and Masoud wants to know what the second one means.
38 mins
Please see the note. I added the correct explanation.
disagree Yvonne Gallagher : with both explanations. You are extrapolating far too much from "back fence" and "back"//No, "malicious or slanderous character"/"it's about some negative aspects of certain goods"/"cheery back-fence chats" are all over-translation
1 hr
After I answered, I saw the asker's comment above and added the note about the second "back". That's why the asker agreed. In my opinion, to explain "back to ZMOT", definition of ZMOT is needed since ZMOT is a kind of new marketing term.
Something went wrong...
4 KudoZ points awarded for this answer.
-2
23 mins

gossip, rumour

What people generally say about something
Reference:

https://www.urbandictionary.com/define.php?term=back-fence%20talk

Peer comment(s):
disagree writeaway : 2 answers -both 100% sure they are the only one? Contradictory, no?
58 mins
disagree Yvonne Gallagher : no, it's not gossip or rumour//You should hide the wrong answer when you post a second one
1 hr
Something went wrong...
+3
42 mins

Return to/start over/continue

To make sure they buy the right product they go back to....
Note from asker:
this simply means returning back to first moment of truth and not "To make sure they buy the right product they go back to...."
Peer comment(s):
agree philgoddard : Yes, and I think your first answer is wrong.
4 mins
agree Tony M
11 mins
neutral Yvonne Gallagher : quite simply go back to/return (to first moment of truth in order to make sure...). Does not mean "continue"
1 hr
agree Tina Vonhof (X) : but not with 'continue'.
1 hr
Something went wrong...
-1
4 hrs

informally in the sense of chats among friends

to check things out and compare

--------------------------------------------------
Note added at 4 hrs (2020-01-08 01:34:54 GMT)
--------------------------------------------------

they chat with friends or others to check things out

--------------------------------------------------
Note added at 4 hrs (2020-01-08 01:35:33 GMT)
--------------------------------------------------

simple as that
Peer comment(s):
disagree Yvonne Gallagher : it's the 2nd instance of "back" being questioned
11 hrs
Something went wrong...

Reference comments

1 day 18 hrs
Reference:

Zero moment of truth (ZMOT)

"Zero moment of truth (ZMOT) is a term coined by Google in 2011,[10] it refers to the research which is conducted online about a product or service before taking any action i.e. searching for mobile reviews before making a purchase. The internet has changed altogether the way consumers are interacting with brands, products or services this online decision-making moment is termed as ZMOT. According to research conducted by Google, 88% of US customers are researching online before actually buying the product."
Reference:

https://www.wikiwand.com/en/Moment_of_truth_(marketing)

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