What is ZMOT by Google?
At Google, we call this online decision-making moment the Zero Moment of Truth, or simply, ZMOT. The ZMOT refers to the moment in the buying process when the consumer researches a product prior to purchase.
When did Google introduce ZMOT?
2011
In 2011, Google launched the Zero Moment of Truth campaign (ZMOT). It made a strong case for capitalizing on those on-the-go moments in the buyer’s journey. For example, when a shopper looks up product reviews on their phone in the store before deciding to purchase an item.
What is ZMOT example?
Classic examples of this include seeing a product ad on TV or plastered across a billboard. Shelf, on the other hand, is when a customer sees a product at a point of sale, like on the shelf at a retail store or listed on a e-commerce platform.
Is ZMOT still relevant?
Is ZMOT still relevant in 2019? As a concept, yes. It demonstrates the importance of the website as a valuable touchpoint for your brand – regardless of whether you sell online or not. However, as things progress, so does the language – micro-moment marketing.
What does ZMOT stand for?
Zero Moment of Truth (ZMOT) is a term coined by Jim Lecinski (Vice President of Sales for Google) that describes the change in the consumer’s buying decision journey following the advent of digital media. Lecinski contends that digital media stimulates the consumer to start a research process.
How do you use ZMOT?
Zero Moment of Truth or ZMOT. First Moment of Truth or FMOT….Zero Moment of Truth (or ZMOT)
- Step-1: Read a blog post.
- Step-2: View a display ad.
- Step-3: Read product reviews.
- Step-4: Visit a product comparison website.
- Step-5: Clicked on an organic search result.
- Step-6: Clicked on a paid search result.
- Step-7: Made a purchase.
Who invented ZMOT?
Google’s Jim Lecinski
Zero Moment of Truth or ZMOT is the term coined by Google’s Jim Lecinski in 2011.
Why is ZMOT important?
ZMOT, or the Zero Moment of Truth, describes a revolution in the way consumers search for information online and make decisions about brands. We saw that people are increasingly making these decisions at the Zero Moment—the precise moment when they have a need, intent or question they want answered online.
How do you win at ZMOT?
How reviews can help you win the ZMOT
- Start collecting feedback and leverage reviews on key pages.
- Showcase your customers’ feedback on social channels.
- Leverage reviews in search to boost your visibility.
- Encourage your customers to share great content.
- Share your customers’ success stories.
Why is ZMOT so important?
How is SEO related to ZMOT?
How does ZMOT relate to SEO? ZMOT may have been a late addition to the buying journey, but it is the most pivotal stage, especially for SEO. It creates a feedback loop which is tied to every other step of the buying journey, and failure at ZMOT can undermine all of your other SEO efforts.