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What is the Zero Moment of Truth?

in Winning the Zero Moment of Truth (ZMOT)

Last updated 6 years ago

"When consumers hear about a product today, their first reaction is 'let me search for it online.' And so they go on a journey of discovery: about a product, a service, an issue, an opportunity. Today you are not behind your competition. You are behind the technology. You are behind your consumer." (Rishad Tobaccowala, Chief Strategy & Innovation Officer Vivaki)

The buying decision has changed. Decisions aren't made at the grocery store freezer, the retail shelf or car dealer lot. Now there's a critical moment before consumers get to your business. Quite possibly the first impression consumers have of your brand or product. Google calls this the Zero Moment of Truth. And while most marketers and business owners devote tremendous energy, and money, to the original moments of truth (those at the "shelf" when a consumer decides on your brand and then when they use your brand are either delighted or aren't). But the real question, and most important in terms of gaining new business, is - are you winning the Zero Moment of Truth?

Here's what the Zero Moment of Truth looks like:

  • A couple sitting in a coffee shop scanning reviews on their laptop for the best Latin restaurant in their city.
  • A student in the local bookstore checking reviews on his mobile phone for the books he is interested in possibly purchasing.
  • A busy mom looking and comparing information and pricing on cold medications on her iPad while waiting to pick up her kids after school.
  • A women researching information on her computer about the man she has a blind date with later that night.

As Google defines it:The Zero Moment of Truth (ZMOT) is that moment when you grab your laptop, mobile phone or some other wired device and start learning about a product/service (or potential boyfriend) you're thinking about trying or buying.

Consumers no longer want to just hear what you have to say about your brand, they want to know that your brand is as good as you say it is. With the amazing ease of access we have to information via smart phones, tablets, laptops, and PCs, we can find incredible details online about all possible brands in a matter of minutes. And when we're ready to buy, we now buy with confidence.

It is these Zero Moments of Truth that determine whether we (the consumers) do business with you, or don't. 

As Jim Lecinski says about ZMOT in the Google ZMOT e-book, "It's a new decision-making moment that takes place a hundred million times a day on mobile phones, laptops and wired devices of all kinds. It's a moment where marketing happens, where information happens and where consumers make choices that affect the success and failure of nearly every brand in the world."

Your consumers are now learning from search results, user reviews, ratings, text ads, image ads, news headlines, friends social media posts and good old-fashioned brand websites. And they are learning before they reach your brand and even as they are deciding. The buying decision journey has changed.

Has your marketing strategy adapted to fit how your consumers are making their buying decisions?

If you'd like more information on how you can win the Zero Moment of Truth with your business, contact TeamBishop today. We are experts on developing Internet marketing strategies for local business owners that establish them as a dominate brand in their marketplace.

Author: Leslie Whittaker

Parts of article from Google e-book: ZMOT: Winning the Zero Moment of Truth

Photo courtesy of ReachLocal blog.


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