The Zero Moment of Truth
The new consumer decision-making moment along the path to purchase.
If marketers focus on the traditional mental marketing model - building stimuli like TV ads, securing signage and shelf space in retail and putting out a great product - are they poised to win? We partnered with Shopper Sciences to find out what's shaping consumer decisions today. We found:
- 88% of U.S. consumers engage in the zero moment of truth prior to going in-store or online to purchase.
- The average shopper consults 10.4 sources prior to purchase, twice as many as just a a year ago.
- Search is one of the most widely used and influential sources on the purchase journey.
Get your free copy of Google's ebook Winning the Zero Moment of Truth and learn more from the supporting resources below to get on your way to connecting with consumers at the Zero Moment of Truth.
Related Studies
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The Zero Moment of Truth Macro Study
Consumer decision-making prior to the actual moment of in-store or online purchase -- the so-called "Zero Moment ... Preview this Research Study
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The Zero Moment of Truth Heat Maps by ...
Across industries, how do online and offline sources stack up against each other? When are they most ... Preview this Research Study
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The Zero Moment of Truth Heat Maps by ...
Find out which industries rely more heavily on online sources over traditional sources in these heatmaps. Shoppers ... Preview this Research Study
Related Articles
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What the ZMOT?
"It seems that if Google has become the verb for search, ZMOT is the noun for decision." Read on MediaPost (External Site)
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For Shopper Marketing, the War Isn't Always Inside ...
"But it's not exactly a digital version of in-store advertising, because consumers at those sites aren't necessarily ... Read on AdAge.com (External Site)
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How Media Planners Can Sell When Consumers Won't ...
"Now "The Zero Moment of Truth" -- or ZMOT -- is potentially disruptive thinking for marketers." Read on AdAge.com (External Site)
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