What is the Zero Moment of Truth?

The Zero Moment of Truth (ZMOT) is the moment you become aware of a product or service and start researching it online. 

Let’s say you see a commercial for a cool new barbecue grill. While you continue watching the episode of Law & Order you’ve seen five times, you Google the grill on your iPad. You check out the grill’s website and read reviews on another site. Later that day, while you’re waiting in line at the grocery store, you pull out your phone and compare grill prices.The next day at work you watch the grill in action on YouTube and then ask your Facebook friends if anyone’s used one. If everything checks out, you head over to Grills’ Galore or Amazon.com to buy it.

That’s how we shop these days. And not just for grills and cars and big screen TVs. It’s how we shop for food, movies, healthcare, insurance, education – everything from antiques to international travel.

The Zero Moment of Truth has changed marketing forever.