Zero Moment of Truth is a term coined by Google to describe the moment when a consumer researches a product, service or brand before making a purchase. It is the step that occurs before the First Moment of Truth (FMOT), which is when the consumer makes a purchase decision after interacting with the product at the point of sale.
At the ZMOT, consumers search for information online, read reviews, compare prices and evaluate the opinions of other users before making an informed decision. This process has become especially relevant with the popularization of the Internet and social media, as consumers have access to a wealth of information and can research products and services from the convenience of their mobile devices.
For companies, the ZMOT represents a crucial opportunity to influence the consumer's purchase decision. By understanding the importance of this moment, marketers can create relevant and useful content to provide valuable information to consumers in their research moments. This includes website optimization, review and testimonial management, social media engagement and other tactics that facilitate a positive and compelling consumer experience.
ZMOT is a key concept in digital marketing that highlights the importance of the online research consumers do before making purchasing decisions. By recognizing this moment and providing relevant and useful information, companies can influence consumer perception and improve their chances of converting them into satisfied customers.
The Sales Glossary is a compendium of all the most commonly used terminology in sales strategy. Many of the concepts listed here are used when implementing a CRM system or a digital sales funnel, no matter if they are legacy systems or an online CRM. See also our blog that deals with sales techniques, marketing and sales culture.