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ZMOT is the abbreviation for Zero Moment of Truth. It was coined in 2013 by Google. The term refers to the moment in the purchase cycle between the stimulus and first moment of truth. In other words, ZMOT refers to the point in the buying cycle when the consumer researches more about the products online. There has been a steep rise in the number of consumers researching a product online before making any decision to buy because of the advancement in Internet and mobile phones.