The Zero Moment of Truth (ZMOT)

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  • April 7, 2014
Steven Shaw

Steven Shaw

Digital Director

If you’ve invited Branded3 to your pitch process or been lucky enough to attend one of our seminars, you will probably already be aware of the Zero Moment Of Truth (ZMOT) concept, but I thought I would take the time to explain it in a bit more detail from a Branded3 perspective and why it resonates with the way that we work and how it helps to deliver results for our clients.

What is ZMOT?

Google has a lot of information on ZMOT on its insights site, but essentially this is a marketing term. Historically, marketers referred to the point at which a customer decides that they will purchase a product as the first moment of truth; this first moment would usually occur in the offline world at point of sale or when the customer has the product in their hands. However, with the ever-increasing penetration of digital channels on desktops, mobile and smart TVs etc., consumers are now making the purchase decision online before even holding the product, and Google has termed this moment the Zero Moment Of Truth.


What does ZMOT mean to a brand?

The key thing to take away about ZMOT is the fact that your customers can, and will be making the decision to purchase your product over your competitors online before getting the product, in some cases, the only interaction the customer will have with your brand will be via a website or digital channel.

How does ZMOT fit with Branded3?

I’m not sure if it’s an old biblical quote or something from Wayne’s World 2, but there is a quote of “If you build it, they will come”, but unfortunately this isn’t necessarily true, digitally speaking. You can have the best looking website in the world, but if you don’t have traffic, no one will see it. You can run huge campaigns on PPC but if your site doesn’t work when people get there then they wont convert. Therefore, to be truly effective online you have to consider all the touch points for your brand and more importantly, have a strategy that covers those to ensure they are working together for maximum effectiveness. When our teams are all working together on a campaign we decided that “integrated” would be a swear word and we’d try something different, hence our phrase “interdependent”.

An Interdependent approach

This is a phrase at Branded3 that has come to capture our thinking when working with our clients, it means that there is no one service that cannot be boosted from a results perspective, when working together with one of the other services we provide.


ZMOT is a concept and marketing term, and as such its a mechanic for us to begin to understand customer buying trends and behaviour and allows us to plan accordingly. For Branded3, ZMOT is more about doing things right in digital and ensuring that you are considering and actively engaging the customer journey both on and off your website. There are so many touch points that should be considered and you should be bearing them all in mind. Ultimately, if you are focussing on the customer’s needs and requirements (both existing and new) and delivering a great experience wherever they interact with you, then your brand will be a successful one.

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