Zero Moment of Truth (ZMOT)

The Zero Moment of Truth (ZMOT) is a concept developed by Google to describe a crucial stage in a customer's journey before they make a purchase decision. It refers to the online research phase where customers actively seek out information about products or services they're considering. Think of it as the moment you switch from needing something to looking it up online. Traditionally, there were two key decision points: seeing a product in a store (First Moment of Truth) and then using it (Second Moment of Truth). ZMOT highlights the online research that happens before either of those moments.

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