ZMOT (Zero Moment of Truth)

Zero Moment of Truth (ZMOT) refers to the period when consumers research products online before making a purchase. It occurs after they recognize a need but before they reach a store or website. During this stage, they seek information, read reviews, compare options, and gather insights from various online sources. Understanding ZMOT helps businesses recognize the importance of their online presence and the influence of digital content on consumer decisions, ultimately shaping how people choose and buy products.