Zero Moment of Truth is a new buzz phrase created by Google to describe the consumer's decision-making process:
The First Moment of Truth was a concept from classical advertising, the moment at the shelf when the consumer makes a decision. The Zero Moment of Truth is the step before that, when someone is researching online. According to the document, the Zero Moment of Truth is:
"A BUSY MOM IN A MINIVAN, looking up decongestants on her mobile phone as she waits to pick up her son at school.
AN OFFICE MANAGER AT HER DESK, comparing laser printer prices and ink cartridge costs before heading to the office supply store.
A STUDENT IN A CAFE, scanning user ratings and reviews while looking for a cheap hotel in Barcelona.
A WINTER SPORTS FAN IN A SKI STORE, pulling out a mobile phone to look at video reviews of the latest snowboards.
A YOUNG WOMAN IN HER CONDO, searching the web for juicy details about a new guy before a blind date.
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."
Have a look at the video, and then download the book here.
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