This study became a reference

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The purchase decision is normally made at the ZMOT stage (70% of all purchase decisions) where users do not even have the need to see the product in real life or talk to a clerk in a physical store. They simply find enough information online . The term ZMOT was created by Google in 2011, when its Vice President of Sales Jim Lecinski wrote: ZMOT.


Winning the Zero Moment of Truth (ZMOT: Winning the Phone Number List   Zero Moment of Truth). In this publication he analyzes new consumer behaviors. and it is not surprising, since positioning in the Google search engine is the objective of all digital marketing strategists . Nowadays, more and more users access the Internet from anywhere, which allows them to research what they want to buy for free as many times as they want. Thanks to this, the ZMOT moment occurs millions of times a day .




How does the ZMOT moment affect the consumer? After this study, the consumer becomes the focus of all the brands that will aim to be the most visible and the most attractive when making their choice . After this study, we find the intelligent consumer or prosumer: the client no longer only buys, but also gives his opinion and this opinion can reach all users interested in this product, that is, there is real feedback .