What is Zero Moment of Truth (ZMOT)?

Zero Moment of Truth (ZMOT) - the crucial moment during a consumer's decision-making process when they research a product or service online before making a purchase. This term was first introduced by Google in 2011 to describe how the internet has changed the way people make purchasing decisions.

The ZMOT phase occurs after a potential customer becomes aware of your brand and before they make their final purchase decision. During this phase, consumers gather information about different products, read reviews, compare prices and features, and evaluate options before making an informed decision.

Businesses need to be aware of ZMOT because it presents an opportunity for them to influence consumer purchasing behavior through their digital marketing efforts. By providing helpful information that addresses consumer needs and concerns during this research phase, businesses can increase the chances that consumers will choose their product over competitors.