Winning ZMOT: ZMOT in Practice

June 2011

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.


Butter Lane needed to create an online presence


Enlisted in paid search

Embraced feedback from social media, Yelp! and food blogs

Employed Google AdWords


Increase in-store traffic

Built evolution into the media model

Created a conversation with consumers to keep business thriving

Connecting the Dots: Measuring Your Micro-Moments Strategy