Google’s ZMOT

Whether you’re shopping for corn flakes, concert tickets or a honeymoon in Paris, the Internet has changed how we decide what to buy.  At Google, they call this online decision-making moment the “Zero Moment of Truth” — or simply ZMOT.

Most marketers understand the critical decision moment at the shelf — the “First Moment of Truth,” as it was named by the people at Procter & Gamble.  Yet today’s consumers know so much more before they reach the shelf (or even the store). They find incredible detail online, from every possible source, about the brands and products that matter to them. They browse, dig, explore, dream and master, and then they’re ready to buy with confidence. And what they learn, they share with others.

The “Zero Moment of Truth” (ZMOT) influences which brands make the shopping list, where shoppers choose to buy and with whom they share the results. It’s up to us, marketers, to join the conversation at this new moment where decisions are being made, and to provide the information that shoppers naturally crave, in all the ways that they crave it.

The Path to Purchase with ZMOT

About the Book

This  free eBook from Google will help anyone interested in those new moments before people buy, those “Zero Moments of Truth” where first impressions happen and the path to purchase often begins.

If you care about helping shoppers explore, dream and find what they’re looking for — in short, if you’re passionate about the future of marketing — this is for you.

A Few Key Stats

ZMOT is that moment when you grab your laptop, mobile phone or some other wired device and start learning about a product or service (or potential boyfriend) you’re thinking about trying or buying. I’m sure you know what I mean — you probably do web searches like this every day.   BUT…

A full 70% of Americans say they look at product reviews before purchasing.

79% of customers now say they use a smartphone to help with shopping.

83% of moms say they go online after seeing an interesting TV commercial.

Those incredible numbers shouldn’t surprise us anymore. This is how consumers live and learn and make decisions today: from ratings and review sites, from friends on social media, at home and on the go, and (more than ever) from video. They learn from search results, user reviews, four-star ratings, text ads, image ads, news headlines, videos and even good old-fashioned official brand websites.

They learn and decide, in short, at the Zero Moment of Truth.

Download ZMOT

zmot-ebookGoogle was smart enough to create about 12 different file formats for their eBook.

Just go to: and it’ll detect your system and allow you to download the eBook (no with over a quarter of a million downloads).

Recently released is a ZMOT handbook with actionable resources for digital marketers.

We haven’t read that one yet, but it’s on our list.

Lead Gen Trends
Google’s ZMOT
4 - 4 votes

About the Author

Justin Downey
27 articles
About / Bio
President of Dallas-based digital ad agency, JDM Digital, Justin has decades of B2B experience in all things digital. His company, JDM, specializes in branding, design, web development, copywriting and more 'weird and wonderful' things.
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