What is ZMOT (Zero Moment Of Truth)?
The Zero Moment of Truth, or ZMOT, represents the point in the consumer’s decision-making journey where they research a product or service online before making a purchase. Coined by Google, ZMOT acknowledges that consumers engage in extensive online information gathering, often across multiple touchpoints, before ever interacting with a brand’s sales representative or physical store.
This digital pre-purchase phase has fundamentally altered traditional marketing funnels, such as the classic