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Zero Moment of Truth – what is it all about?

I’ve just finished reading ZMOT: Winning the Zero Moment of Truth by Jim Lecinski, managing director, U.S. Sales & Service for Google. And I am grateful to the author for writing this book.

It’s really great somebody put together all these ideas and concepts digital people are reflecting on these days! As a person who worked in digital advertising, I think it should be a “must-read” for those who still think digital marketing is something “below the line”.

So what is the Zero Moment of Truth (or ZMOT)?

Let me cite the author “It’s a new decision-making moment…ZMOT is that moment when you grab your laptop, mobile phone or some other wired device and start learning about about a product or service (or potential boyfriend) you’re thinking about trying or buying”.

I am sure this is something you’ve done hundreds of times but maybe you will be surprised to know that the ZMOT can be absolutely crucial to the decision-making process. And it happens not only with cars, computers or your summer holidays; it can be applied to all or almost all products and services you can imagine. In his book Jim Lecinski provides a lot of survey data that will dispel any doubts about the importance of ZMOT.

Why is it called the Zero Moment of Truth?

As the author explains, in 2005 the Wall Street Journal published a front-page story about “the critical importance of the seven seconds after a shopper first encounters a store shelf full of detergents or toothpaste or anything else”. P&G called that moment the First Moment of Truth, or FMOT. There is also the Second Moment of Truth that occurs when the consumer uses the product and decides whether he or she likes it or not.

So now that you know what the ZMOT is, you would probably like to know how to deal with it and how you can take an advantage of this new consumer behaviour. That’s why I highly recommend reading the book by Jim Lecinski because it is really inspirational and will give you a lot of useful information on how to start winning at ZMOT.



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