Collection

Zero Moment of Truth (ZMOT)

Whether we're shopping for corn flakes, concert tickets or a honeymoon in Paris, the Internet has changed how we decide what to buy. At Google, we call this online decision-making moment the Zero Moment of Truth — or simply ZMOT.

ZMOT Ways to Win Shoppers at the Zero Moment of Truth Handbook (2012) Featured
Research Study

ZMOT Ways to Win Shoppers at the Zero Moment of Truth Handbook (2012)

Discover strategies and tactics on how to show up at the right place, at the right time and with the right content. Learn how to ZMOT.

  • Research Study

    Winning the Zero Moment of Truth eBook (2011)

    Jim Lecinski shares how to get ahead at this critical new marketing moment, supported by exclusive market research, personal stories, and insights from C-level executives at global leaders like General Electric, Johnson & Johnson, and VivaKi. If you're a marketer, a CEO, a sales rep, or an aspiring entrepreneur, this eBook will help you understand this shift in the marketing landscape and show you the strategies it takes to win.

  • Interview

    Winning the Zero Moment of Truth - ZMOT All Around Us

    ZMOT is fundamentally about getting closer to the customer. To do this, you need to understand them. What are they looking for? When? What information do they have already? What's their state of mind? Our Zero Moment of Truth experts—Beth Comstock, SVP and GMO of GE, John Ross, CEO of Shopper Sciences, and Rishad Tobaccowala, Chief Strategy and Innovation Officer for VivaKi—talk about the importance of these consumer insights.

  • Interview

    Winning the Zero Moment of Truth - Ratings and Reviews: Word of MOT

    At Google, we've seen searches for ratings and reviews around consumer products growing over the past two years. This is a trend that's here to stay, and marketers need to embrace it. But some are hesitant. What if the reviews are bad? Brett Hurt, Founder and CEO of Bazaarvoice, says that most online ratings are actually four to five stars, and "the number one reason people write content is altruism." Wharton Professor David J. Reibstein backs this up, pointing to new research that shows that people like to share good news more than bad. When feedback is negative, that's actually great opportunity to engage with the community and drive long-term brand engagement, says Avanash Kaushik, Digital Marketing Evangelist at Google.

  • Interview

    Winning the Zero Moment of Truth - ZMOT in Practice

    Can the Zero Moment of Truth (ZMOT) make cupcakes taste better? We’re not sure, but according to Maria Baugh, co-owner of Butter Lane Cupcakes, it makes selling them easier. Launched with no social or online strategy, the single-product storefront couldn’t survive on foot traffic alone. Baugh later incorporated ZMOT into her business plan, using Google AdWords, Yelp, and Twitter. Her web presence is now an integral part of her marketing, and she uses customers’ online feedback to improve the business.

  • Interview

    Winning the Zero Moment of Truth - Measure Success

    Bounce rate metrics are a huge concern for Google Digital Marketing Evangelist Avinash Kaushik. He asserts that success is measured by more than the number of times someone clicks “add to cart”. By analyzing non-revenue-based gains, you can adjust both tactical and strategic plans to ensure short and long-term results. A true indicator of success is the customer that makes repeat purchases and becomes an active fan of your brand.

  • Interview

    ZMOT and Moms

    The pressures on household budgets are bigger than ever, and moms want to make smarter, better purchases. That's why many are turning to search — increasingly on their mobile phones — to get reliable information. This is the Zero Moment of Truth (ZMOT), and brand marketers, especially those targeting moms, need to plan for it, explain John Ross, CEO of Shopper Sciences, and Tina Sharkey, Chairman and Global President of BabyCenter.

  • Interview

    Winning the Zero Moment of Truth - B2B

    The Zero Moment of Truth (ZMOT), when people research products before buying, applies across all customer bases "whether you're buying a big jet engine or a refrigerator," says Beth Comstock, SVP and GMO of GE. In fact, 71% of people Google spoke with use the internet on a daily basis for their business purchase decisions. For business-to-business marketers, this means treating the web like a giant call center, says Google's Jim Lecinski. In this video, he and Comstock are joined by executives from FedEx and W.W. Grainger to discuss the importance of ZMOT in B2B.

  • Case Study

    Winning ZMOT: ZMOT in Practice

    Butter Lane Cupcakes is a small business using the web to do big things. Search and social media helped them make an impact at the Zero Moment of Truth (ZMOT)—when a shopper goes online to research a product and decides whether to make a purchase. Search gives them much needed visibility while social allows them to listen to what their customers want and give it to them.

  • Research Study

    Winning the Zero Moment of Truth in Asia

    ZMOT plays a major (and growing) role in CPG shopping in Asia. It offers a tremendous new way for marketers to reach shoppers and the public at large. Google commissioned a major study with research firm TNS to learn more about ZMOT moments for the CPG industry in Asia. TNS talked to 8,000+ female shoppers across 8 different Asian markets: China, India, Indonesia, Thailand, Korea, Malaysia, the Philippines, and Singapore. The results show which sources most influence buying decisions in 6 categories of consumer packaged goods. We share those results for the first time in a book we’ve created called “Winning the Zero Moment of Truth in Asia”.

    Winning the Zero Moment of Truth in Asia
  • Research Study

    The Zero Moment of Truth for Automotive Study

    People don't just walk up to a dealership and pick out a new car. They ask questions and do their research - often online - before ever getting to the lot. In this study, we look at how that research is done to help car marketers their message in front of the right people at the right time. In this case, it's two to three months before a shopper gets behind the wheel for a test drive.

  • Research Study

    The Zero Moment of Truth for Voting Study

    What is the effect of online media in the candidate selection decisions of voters in political campaigns? This study found that voters are doing much more research about candidates online, usually about a month before the election. Surprisingly, it also finds that influence of TV ads, direct mail and billboards is very low.

  • Research Study

    The Zero Moment of Truth for Consumer Electronics Study

    When it comes to purchasing consumer electronics, people put a lot of time and thought into what they want to buy. For these shoppers, the time between deciding to buy something and actually making the purchase can be several months. This research study examines when users find out about these products, how they research them and more.

  • Research Study

    The Zero Moment of Truth for Insurance Study

    The path to purchase for insurance buyers is extensive. The vast majority of them take a month or more to go from decision to action. They conduct online searches, comparison shop and gather information from brand controlled websites. Our research shows that despite all this, shoppers clearly identify talking with insurance representatives (either on the phone or in–person) as having the most influence on whether or not they buy. This study looks at how online combines with offline to result in sales.

  • Research Study

    The Zero Moment of Truth for Investments Study

    As we invest more in a digital way of life, we wanted to see how technology actually affects how we invest our money. Google and Shopper Sciences partnered to reveal the Zero Moments of Truth for the financial investment category and found that consumers research for two weeks or longer seeking an average of 8.9 sources of information.

  • Research Study

    The Zero Moment of Truth for Credit Cards

    The internet has changed the way we go about getting credit cards. Google partnered with Shopper Sciences to reveal the Zero Moments of Truth for the credit card industry. What we found was that, even though finding a credit card requires research, 25% of shoppers decide which card to get within a matter of hours or less. Online search and information gathering from brand controlled websites were on par with mail received from credit card companies.

  • Research Study

    The Zero Moment of Truth Heat Maps by Industry

    You don’t buy a car the same way you buy a sandwich. Since we know that consumers like to check out their purchases online before they buy, we were curious how that behavior changes based on what they're in the market for. We followed the habits of 5,000 shoppers and broke it down for you by category with a variety of heat maps.

  • Research Study

    The Zero Moment of Truth Heat Maps by Source

    In investigating the Zero Moment of Truth across industries, we wanted to pinpoint who looks where for what and how often. To do this, we looked at the online research habits of 5,000 shoppers across 12 different industries. We found that though the advance research time varies, shoppers almost always check back right before they make a purchase.

  • Case Study

    Dermablend Builds Brand Awareness at ZMOT

    At the Zero Moment of Truth, speed is key. In this case study, we learn how Dermablend moved fast to leverage viral buzz around its video of tattooed "Zombie Boy." The video generated millions of views within several days, building strong awareness for the brand.

  • Research Study

    The Zero Moment of Truth Video

    Throw away what you know about marketing—the three-step mental model of stimulus, point of sale, and experience has changed. Google and Shopper Sciences studied 5,000 shoppers to find where shoppers switch from undecided to decided. In between stimulus and point of sale, we discovered decision-making now includes extensive research. Consumers go online to read reviews, comparison shop, look for deals, and more. Marketers that reach consumers here—the Zero Moment of Truth—will gain a true competitive advantage.

  • Interview

    Winning the Zero Moment of Truth - A New Mental Model

    Marketing experts explain the four moment model of consumer decision-making, and how to capitalize on the Zero Moment of Truth. Mass media campaigns must account for all the ways consumers can now discover products. Plus, hypertargeting at the beginning of the consumer journey gives a brand more time and opportunities to win customers. The key is to embrace fragmentation and leverage digital tools to talk to the right customers at the right place and time.