ZMOT was a concept we often discussed in the enterprise. Google also uses the concept, borrowed from P&G. See more in a post in their consumer package goods blog. The post also contains a link to a short free eBook on the topic that is illuminating. Also available on Amazon. Winning the Zero Moment of Truth - ZMOT by Jim Lecinski. Note the connection to FMOT - The first moment of truth, about choice in the retail store. Just completed this book on an extended flight. First time I had read a full book on a pad. Excellent book, easy read, a real must for those seeking to understand the 'moment of truth' description of the new retail. A systems understanding approach that can be used to drill down into what works in today's marketing. " ... The way we shop is changing and marketing strategies are simply not keeping pace. Whether we're shopping for corn flakes, concert tickets or a honeymoon in Paris, the Internet has changed how we decide what to buy. Today we're all digital explorers, seeking out online ratings, social media-based peer reviews, videos, and in-depth product details as we move down the path to purchase. Marketing has evolved and modern marketing strategies have to evolve with the changing shape of shopping. At Google, we call this online decision-making moment the Zero Moment of Truth -- or simply ZMOT ... "
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