Zero Moment of Truth Presented By : Rahul Setia
Origin of ZMOT The term FMOT (First moment of truth) first come into existence in 2005 to define the first interaction between the shopper’s and a product on a store’s shelf. This moment was considered one of the most imporatant marketing opportunities for a brand. The shoppers make up their mind about a product in first few seconds after they encounter that product for the first time.
What is ZMOT The rise of full internet adoption and increased search engine use often lead to many brand interactions taking place between a consumer and a brand before that consumer ever sees a product on self. The phemomena is what we are calling the “Zero Moment of truth “,or ZMOT.
Traditional 3-Step Mental Model of Marketing (Before ZMOT) ( After ZMOT )
What does ZMOT means for Marketers It means that marketers need to button up their pull marketing strategies, and find a way to connect the two. Marketers need to ensure that a consumer has a consistent and positive experience from the Zero Moment of truth to the point of purchase. By getting in front of a consumer with the right brand message early in the process of discovery and staying there along the way.