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.

October 2011