In a past life, before I became a web developer, I honed my business skills in the hard and fast world of marketing. Marketing is one of the world’s oldest professions and the basics haven’t changed much over time – that is, until now!

I recently attended a Google seminar where they talked about some serious changes in the Moment of Truth (MOT).

The Moment of Truth is that critical moment when the prospect makes up their mind about which product or service they are going to buy. Yours or somebody else’s!

There are actually two moments of truth for most products. The First Moment of Truth happens when the consumer comes face to face with the product and decides whether to buy one brand or another. The second moment comes, when they actually use the product and are either delighted or disappointed with the results.

Good basic stuff however, now there is a new moment of truth that happens before they even get to the supermarket shelf, shop or showroom floor.

You see, whether you sell Rolls Royces, professional services or 39 cent ball point pens,  now, chances are your prospects will have already made up their mind which product or service they are going to buy, based on prior information they gleaned from the internet!

Google calls this the Zero Moment of Truth – the ZMOT!

Consider these ZMOT scenarios:

  • A busy mum in a minivan, looking up decongestants on her smart phone as she waits to pick up her son at school.
  • An office manager at her desk, comparing laser printer prices and ink cartridge costs before heading to the office supplies store.
  • A student in a cafe, scanning user ratings and reviews while looking for a cheap hotel in Delhi.
  • A sports fan in a ski store, pulling out a mobile phone to look at video reviews of the latest snowboards.
  • A young woman in her flat, searching the web for juicy details about a new man before a blind date.

ZMOT is that moment when you grab your laptop, mobile phone or online device and start learning about the product or service (or potential boyfriend) you’re thinking about trying or buying.

Think about it for a moment. When was the last time you did this? I do it all the time and I’m guessing you do too?  Consider this:

  • Would it surprise you to learn that a full 70% of people now say they look at product reviews online before making a purchase?
  • Or that 79% of consumers now say they use a smart phone to help them with shopping?
  • Or that 83% of mums say they do online research after seeing TV commercials for products that are of interest?

Those incredible numbers shouldn’t surprise us anymore. This is how consumers live and learn and make decisions today. From ratings and review sites, at home and on the go and (more than ever) from videos.

They learn from search results, user reviews, four-star ratings, text ads, image ads, news headlines, videos and even good old-fashioned websites. Plus they ask their friends on social media sites for recommendations. Yes – word of mouth is stronger than ever but now it’s digital! They learn and decide, in short, at the Zero Moment of Truth.

What part does the ZMOT play in your online marketing strategy? Are you effectively getting your message across online? Or are you doing it the way you’ve always done it and wondering why you are losing market share?

It’s a whole new world out there! If you need help with that – please contact us. We’d be glad to help.


ZMOT bookGoogle have kindly granted us permission to give you a FREE copy of their 75 page ebook: ZMOT – Winning the Zero Moment of Truth.

This fascinating ebook, written by Jim Lecinski, MD US Sales and Service for Google, will totally change the way you think about marketing - forever! It’s a real eye-opener and it’s crammed full of facts and examples you can use to gain the upper hand in your industry or profession. I think you will find it one of the most enlightening books on marketing for some time. I certainly did and that’s why I’m keen to share it with you.

To get your FREE copy for immediate download – simply click here

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Peter Thorpe

About Peter Thorpe

Peter created his first website back in 1996, near the start of the internet boom. Since then, he has helped hundreds of businesses, both large and small, with their online marketing. His company now has an impressive list of over 300 clients. These range from small businesses to large blue chip companies. visit: