Brought to my attention by Dave Knox. (His excellent blog). The Google CPG Blog On the Zero moment of truth. One thing I do note is that although they imply they came up with this term, very shortly after the first-moment-of-truth was coined, a number of people at P&G started talking about the zero-eth moment, even the -1st! I saw these suggestions often in the innovation spaces. Just to set the historic precedent straight. Good CPG blog to follow:
" ... The term "First Moment of Truth" (commonly called FMOT) was coined by Proctor & Gamble in 2005 to define the first interaction between a shopper and a product on a store's shelf. This moment was considered one of the most important marketing opportunities for a brand, as P&G asserted -- and others believed -- that shoppers make up their mind about a product in the first few seconds after they encounter that product for the first time. While this first moment of truth is still important, the rise of full internet adoption and increased search engine use often lead to many brand interactions taking place between a consumer and a brand before that consumer ever sees a product on a shelf. This phenomena is what we are calling the "Zero Moment of Truth", or ZMOT .. '