Far be it for little old me to challenge the almighty, powerful Google, but just because we’ve put a name to it, ZMOT, doesn’t mean its new. The Zero Moment of Truth (ZMOT) is the name given to consumer’s online research before they try or buy a product. They’re not telling us anything we didn’t already know, but they are putting forward a compelling argument to Industry and traditional Marketers that online needs to be taken seriously, it needs to be a for-thought, not an after-thought and we need to invest in the consumer conversation.
Word of mouth now, as it has always been, is the most powerful influencer in a consumer purchase decision. But word of mouth has now gone digital. And while our sphere of influence used to be limited to the people we knew and trusted, now it extends to trusted product experts and public strangers. In 2011 75% of people said they trusted online reviews. Google’s ZMOT research shows that 84% of consumers (in America) are influenced by online reviews and ratings. Read more →