It was back in 2011 that Google published the ZMOT eBook and coined the term ‘Zero Moment of Truth’ as a new stage in the customer journey. However, 4 years later, engaging customers at that Zero Moment of Truth is becoming even more important as part of a digital strategy. Is your website winning or even providing any value at the Zero Moment of Truth?

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What is the Zero Moment of Truth?

The Zero Moment of Truth (ZMOT) refers to “the point in the buying cycle when the consumer researches a product, often before the seller even knows they exist.”
In the past, the customer’s decision-making process began at the First Moment of Truth. This is the moment when the customer is at the shelf, comparing the various products. Or in B2B terms, when the customer is at the sales meeting, learning about the company and its services or products.

The customer journey is no longer a traditional linear model as in the past. The internet provides a source of information for the customer to do their research very early on in the process. Customer experience becomes a dynamic influence on the zero moment of truth.

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The new customer journey:

The stimulus is the point at which the customer’s attention has been caught by a particular product or service. The ZMOT is when the customer does the research to find the best product. The First Moment of Truth is when the customer decides they are going to buy the product. The Second Moment of Truth is the customer’s experience of the product.


How to prepare for the ZMOT:

Customers no longer just rely solely on product/service information pages. They will be looking at all sorts of secondary information for justification of what you’re saying your selling points are.

So engage them!

• Add customer testimonials
• Add video for a more interactive experience
• Add team information for a personal touch
• Add blog posts and encourage people to subscribe to blog emails
• Provide informative resources they’ll come back to again and again

Your customers are your advocates. If you also encourage them to interact with your online strategies – whether it be via social media or providing video testimonials – they will become ambassadors for your brand. You don’t need to drastically change your marketing strategy for the Zero Moment of Truth, just have a think about how you can provide a more engaging online experience. Or ask us!

For more information about ZMOT, visit Google’s useful resources about ZMOT.


Written by Annabel Ross, SEO Manager at ExtraMile Communications.

At ExtraMile we try to take an hour out each week to look around us at what others do and to gain inspiration and to admire people’s creativity. Each post in this series is one staff member’s take on the world of web, design and things online. We hope you enjoy it.