Zero Moment of Truth (ZMOT)

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Zero Moment of Truth (ZMOT)

Zero Moment of Truth (ZMOT) is a term coined by Jim Lecinski (Vice President of Sales for Google) that describes the change in the consumer’s buying decision journey following the advent of digital media. Lecinski contends that digital media stimulates the consumer to start a research process. In that process, consumers will find a business’s owned properties; media and campaigns. However, in addition, the consumer will also find other people talking about that business’s products through different channels. Findings from the Zero Moment of Truth Macro Study published by Google and Shopper Sciences in April 2011, showed that the average consumer used 10.4 sources of information to make a decision, up from 5.3 sources in 2010. Source: Digital metrics playbook. Measuring your online branding strategies by Enrique Quevedo; Daniel Besquin and Michelle Read

See: First Moment of Truth (FMOT) Second Moment of Truth (SMOT)

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