Lowdown: ZMOT

This brief article describes Google's 'Zero Moment OF Truth' (ZMOT) product, which identifies a consumer's first encounter with a product online.

Lowdown: ZMOT

Nick Hirstadam&eveDDB

Not quite a tool, and not quite brand-new, Google's 'Zero Moment Of Truth' (or ZMOT) has been around for a couple of years. It essentially describes part of the decision-making journey, referencing P&G's idea of the 'First Moment Of Truth' – the encounter with the product on shelf. (The 'Second Moment' is direct experience.) The idea is that, thanks to the transparency, accuracy and volume of online information, we effectively have a virtual moment of 'truth' before the real-life encounter.

According to Google's research, the majority of consumers in most categories are conducting active research...

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