ZMOT (Zero Moment of Truth)

ZMOT, or Zero Moment of Truth, is a marketing concept introduced by Google that refers to the moment a consumer begins researching a product or service online before making a purchase decision. It highlights the importance of influencing consumers during this crucial phase. In this phase, they actively gather information. They read reviews and compare options. Brands that succeed in the ZMOT have a strong online presence, provide useful content, and ensure positive customer feedback. This stage occurs before the traditional First Moment of Truth (when a consumer interacts with the product in-store or online) and is vital in shaping purchase behavior.