Last night my wife was researching information about children and broken fingers. As I had attended a round table with DigitalMR earlier that day, and had taken their reading recomendation, I recognised this as a Zero Moment of Truth (ZMOT).
Like many things in marketing, ZMOT in itself is not the most amazing concept. But wrapped together with industry insight, data and real world opinions this is a great piece of work.
Whether we’re shopping for corn flakes, concert tickets or a honeymoon in Paris, the Internet has changed how we decide what to buy. At Google, we call this online decision-making moment the Zero Moment of Truth – or simply ZMOT.
Download the free ZMOT eBook, it really is a good read. I’ve found that I am already modifying and improving my focus on a couple of contemporary issues.