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.

June 2011