What is Zero Moment Of Truth (ZMOT)?

ZMOT is an acronym for Zero Moment of Truth.  

ZMOT is a model that explains the discovery and awareness stage of the customer journey, when the consumer investigates a product before making the final purchase decision and without the knowledge of the seller. The purchase decision is often made already at the ZMOT stage (70% of all purchase decisions) without the need to see the product in real life or to talk to a shop assistant. We just find enough information online.

The concept was created by Google in 2011 and supported by many articles and extensive analysis.