ZMOT = Zero Moment of Truth

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 recommendation, 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.

via A Modern Marketing Strategy – Social Media Marketing & ZMOT from Google.

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.

Kevin Harrington Partner

Kevin Harrington is a Partner at Exit Factor UK, helping SME owners increase business value & build a rewarding, well-planned exit. Former CMO at BBC Worldwide.

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