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Winning the Zero Moment of Truth

Zero Moment of Truth (ZMOT) Explained

Google’s Zero Moment of Truth (ZMOT) describes a revolution in the way consumers search for information online and make decisions about brands. Researching a product online prior to purchase has become the “new normal” as the internet and mobile continue to advance.

This mental model of marketing focuses on what Google is calling the Zero Moment—the exact moment when the consumer has a need, intent or question he/she wants answered online. Consumers have transformed the way they make decisions and the ZMOT model embraces this change.

Zero Moment of Truth Explained

If you are in the hospitality industry, the term “Moment of Truth” may sound familiar. The phrase was coined by Jan Calzon, former president of Scandinavian Airlines in 1986 as “anytime a customer comes into contact with any aspect of a business, is an opportunity to form an impression.”

For many years, hospitality companies used this concept to create customer service success. But now, more than ever, is the time to “zero” in on another moment.