ZMOT
by Alicia Franks on Feb.07, 2012, under Consumer Marketing, Marketing Strategy
We’ve all become accustomed to the use of acronyms in everyday life. OMG, JK and LMK are just a few of the text short cuts our smartphones have popularized. But when someone recently asked me about ZMOT, I had to investigate. So what IS it exactly?
Zero Moment of Truth (ZMOT) is that moment when you grab your laptop, mobile phone or some other wired device and start learning about a product or service (or potential boyfriend) you’re thinking about trying or buying. I’m sure you know what I mean — you probably do web searches like this every day. — Jim Lecinski, Managing Director, U.S. Sales & Service for Google
The full book is well worth a read, but simply put, ZMOT is the new way in which consumers are integrating an online component into their shopping experience. By adding a step to what was once thought of as a 3-step model, (Stimulus, Shelf, Experience) consumers are empowered with digital information and they know how to use it! As marketers we need to win at ZMOT, and here’s how:
- Put Someone in Charge
- Find Your Zero Moments
- Answer the Questions People Are Asking
- Optimize for ZMOT
- Be Fast
- Don’t Forget Video
- Jump In
2 Comments for this entry
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March 8th, 2012 on 3:53 pm
Awesome blog. I had never heard of the ZMOT though I admit I am addicted to researching and learning about products.
This blog is always very insightful. Props to Motor Creative.
April 26th, 2012 on 1:11 pm
Thanks Ally – I hadn’t heard of it either until I wrote this post! We look forward to your future comments!