ZMOT

Zero Moment of Truth

A marketing concept introduced by Google in 2011. It refers to when a consumer starts researching a product or service online before making a purchase decision. This moment is crucial as it shapes the consumer’s perception and decision-making process.

The concept was developed in response to changes in consumer behavior due to the rise of digital media. Traditionally, the first moment of truth was when a consumer saw a product on a store shelf (introduced by Procter & Gamble), followed by their experience after purchasing and using the product. However, the advent of the internet has added a new step to this journey.

In the ZMOT phase, consumers look for online reviews, product specifications, price comparisons, and other information to make an informed decision. This shift highlights the importance for businesses to manage their online presence effectively, including SEO, content marketing, social media engagement, and online reputation management, to influence consumer behavior positively during the Zero Moment of Truth.

• Abbreviation: ZMOT
• Source: Think With Google