Ecommerce and RetailSales Enablement

Zero Moment of Truth: 8 Steps to Readiness

Late last year I stood in for a colleague to do a presentation on Google’s Zero Moment of Truth. While there’s a ton of effort and material put into documenting the strategy, for most modern marketers the material is fairly elementary. Basically, the decision-making moment when you decide to make a purchase is the Zero Moment of Truth – or simply ZMOT.

Here’s the ZMOT Presentation I did:

Here’s a more detailed video on the topic with the automative industry as an example:

While ZMOT may not be revolutionary, Google does list 8 readiness tips that I believe should be incorporated into any online marketing strategy:

  1. Start with your Bottom Line – What is the goal of your business?
  2. Get Ready to Measure – You must be able to measure the result in order to make improvements.
  3. Begin with the Basics – How are people finding, engaging and buying from you online?
  4. Keep your ZMOT Promises – When they find you, are you providing them with the information they were looking for?
  5. Follow the 10/90 Rule – Invest 10% of your revenue into tools and services to grow your business.
  6. Get Ahead of the Game – Don’t just focus on where your competition is, focus on where it will be or take a wider view of how they’re finding you.
  7. Keep an Eye on Micro Conversions – It’s not just about the purchase, watch social activity, subscriptions, downloads, registrations, etc. that lead to prospects becoming customers.
  8. Start Failing Faster – Step back from the larger strategy and look for ways to accelerate on a smaller scale – stay agile.


Download the full details in the ZMOT Readiness Worksheet and check out the Zero Moment of Truth site for additional information.

Douglas Karr

Douglas Karr is the founder of the Martech Zone and a recognized expert on digital transformation. Douglas has helped start several successful MarTech startups, has assisted in the due diligence of over $5 bil in Martech acquisitions and investments, and continues to launch his own platforms and services. He's a co-founder of Highbridge, a digital transformation consulting firm. Douglas is also a published author of a Dummie's guide and a business leadership book.

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