But there’s one up-and-coming buzzword that may have more substance to it than most: the “Zero Moment of Truth.” Coined by Google in their. The “Zero Moment of Truth,” a term coined by Google in , fully emerged in the mids when mobile device adoption rates skyrocketed. After all – Google are saying that their Zero Moment of Truth model represents the death of the sales funnel. Really? I don’t think so Of course.

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We asked Dallas how the onset of digital marketing has changed the buyer’s journey and what steps companies can take to address the changes.

Here’s what he had to say.

Zero moment of truth (ZMOT) decision-making moment – Think with Google

Businesses have been advertising for hundreds of years and, until very recently, the process has remained largely unchanged. Using the traditional, pre-digital technology model, the first touchpoint a brand had with consumers was out-of-home or direct marketing.

The goal of this so-called stimulus phase was to broadcast the brand message to as many people as possible through mass media goolge including newspapers, magazines, billboards, radio and television. After brands issued their stimulus, there was little to be done other than wait for the result.

The next step occurred during the consumer’s retail experience in-store, on the shelf or at point-of-sale. This moment, coined the “First Moment of Truth” FMOTmarked when the consumer was first confronted with the product in real life and had to decide which brand to purchase.


If executed correctly, the stimulus played the role of building brand recall and trust with consumers, resulting in more purchases of their particular brand.

The Zero Moment of Truth Macro Study

For example, one classic stimulus you might remember is when Tony the Tiger takes a bite of Frosted Flakes and instantly erupts into an enthusiastic, “They’re Grrrrreat! If your spoonful of cereal isn’t as tasty as Tony the Tiger’s was, you might choose a different brand on your next grocery run. In the heyday of traditional advertising, there was little opportunity for consumer feedback outside of snail-mailed letters to the manufacturer or word-of-mouth comments to friends and neighbors.

While the traditional model stood unchanged for close to years, with the onset of digital technology, a new marketing moment has emerged.

Most consumers solidify purchasing decisions well before actually entering a store or adding a product to their online shopping cart. The “Zero Moment of Truth,” a term coined by Google infully emerged in the mids when mobile device adoption rates skyrocketed, social media networks took off and unbiased third-party review sites took center stage.

With the ZMOT falling directly between the initial stimulus and the FMOT the purchaseinterested consumers now have unlimited resources at their fingertips for research, fact-checks, price comparisons and testimonials. The majority of resources consumers tap to inform purchase decisions xmot outside the direct control of the businesses that would traditionally conduct advertising campaigns for the product in question.


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The Gooogle represents the first time in the formerly business-driven advertising machine that consumers have owned a piece of the purchase path. And make no mistake, consumers revel in their new role. Google’s initial research showed the average consumer utilizing But how can they realistically achieve this? Here are five strategies we recommend to our clients. Recognizing and accepting that the purchase journey has permanently changed is a business’ first step toward drawing a new map for future marketing efforts.

Solicit genuine product reviews from current customers, distributed among various third-party review sites. Develop a consistent, organic social media strategy to ensure that your brand appears active, responsive and educated about the industry you operate within.

Implement a strong blogging strategy, which can be used to develop content that addresses customer concerns, entertains communities, and provides endless ideas for social media posts and email marketing newsletters. Even gokgle, the email channel can be fully automated through drip and trigger campaigns to ensure that a brand consistently appears at the top of each customer’s inbox. When organic efforts reach a plateau, paid social media and paid search ads are an effective tool to target high-intent users with keyword phrases to maximize reach and return on investment.