Zero Moment of Truth

The featured image credited to

Google is not only hard at work transforming the way digital communications are built and published from a technical standpoint, but now Google is transforming how we understand and conduct our business as marketing professionals as well. Google is credited for defining a new marketing phase called the Zero Moment of Truth, and it is during this stage that digital communications like web sites and social media messaging are credited for being highly influential in the consumer selection process of choosing one brand over another.

The traditional marketing model defines for us the concepts of Stimulus, First Moment of Truth, and the Second Moment of Truth. It is the Stimulus stage which generates the idea to a consumer that he or she is in need or that he or she desires to purchase a new product or service. Traditionally, a consumer traveled to a brick and mortar store and made its choice by reviewing packaging or promotional messages offered on the store shelves. This is known to us as the First Moment of Truth. We also know traditionally that the Second Moment of Truth is the phase where the consumer’s personal experience with the post-purchase use or consumption of the product either reinforces or destroys the consumer’s choice in the particular brand selection.

Now enter the Zero Moment of Truth. Today, people in almost all walks of life are thoroughly engaged in the use of their mobile devices because information and communication with our friends is only a few clicks or a few spoken words away. Mobile computing devices are everywhere; and, within these devices, social media has made it incredibly easy to share information, opinions, likes, dislikes, suggestions, referrals, and more. Equally convenient is the ease at which we can use Google and other search engines to type or to speak a few words and to then return to us, in moments, information related exactly to the item or topic for which we are searching.

The Zero Moment of Truth is a very messy and complicated new stage of marketing. There is much happening now with the development of digital communications. We marketing professionals must stay on top of learning new methodologies each and every day. Today, we publish innovative and engaging websites, and this isn’t enough. We must also maintain a presence in the social media, and Facebook and Twitter isn’t enough. We must advertise with the search engines, but don’t forget the social media as well. We are even told to blog and to syndicate content not only from our own business websites but to participate and to contribute to others as well. Often times we can’t do it all not just because of budget constraints, but often due to resource constraints. We need to make choices over one method or another based on the effectiveness of the options available.

How do we make these A/B choices? With digital communications, we can now monitor, track, and collect more data than ever thought possible. We can define and monitor digital click paths, measure goal conversion rates, measure return-on-investment. We can drive sales and promotional campaigns through our websites and social media channels. Let’s now also realize that, with digital communications, we can now monitor brand sentiment analysis and track the effect that our marketing campaigns have with the public opinion of our brand. There are several tools that are critical to the management of digital marketing campaigns today. These tools might start with Google Analytics, Google Tag Manager, Google AdWords, and other Google resources. But today, HootSuite is becoming increasingly important along with others.

We are digital marketing specialists here at, and we look forward to helping you increase your marketing effectiveness not with just a new fancy website, but with the other tools critical to search engine optimization today. SEO today is all about your marketing effectiveness within this ZMOT stage of the consumer selection process.