ZMOT: Why It Matters Now More Than Ever
In 2011, we introduced you to the Zero Moment of Truth, or ZMOT, which describes a revolution in the way consumers search for information online and make decisions about brands. Three years later, search and ZMOT have continued to grow in importance and scale, and as consumers’ behavior evolves, so must the ways in which brands engage those consumers. But in today’s always-connected, mobile-first world, how do brands win ZMOT? Here we share four tips for how to gain a competitive advantage.