The Zero Moment of Truth and Your Communication Strategy

Posted by Christina Kudym on Tue, Apr 09, 2013 @ 10:04 AM

If connecting with your customers at the Zero Moment of Truth isn’t an objective, you should re-think your strategy.

Let’s start at the beginning…

The term “First Moment of Truth” was coined by Proctor and Gamble® in 2005*(1) to define the interaction between a shopper and the product on the shelf.  While this first moment is very important, the addition of communication channels and adoption of internet usage often lead to many brand and business interactions that happen prior to the customer ever seeing a product on the shelf or their utilization of a service.  Which is what Google likes to call the ZMOT or Zero Moment of Truth.*(2) - Watch the video on ZMOT.

The ZMOT is described as “A new decision-making moment that takes place a hundred million times a day on mobile phones, laptops and wired devices of all kinds. It’s a moment where marketing happens, where information happens, and where consumers make choices that affect the success and failure of nearly every brand in the world.”*(3)

Because of this, the ZMOT or Zero Moment of Truth is something all of us as business owners, marketers and (really who we all are at our core) communicators, not only need to be cognizant, but take hold of ZMOT and embed into our thoughts every day.  I believe that to think about ZMOT as we strategize, plan and then execute our complex and even simple communication, marketing and brand campaigns will help build stronger and more intimate relationships with our clients and their customers.

“Please, never communicate with me for the sake of communicating.  Communicate with purpose and with a mutually beneficial objective and goal in mind.” – Says me, Christina Kudym a consumer 

Do you feel like you communicate with your customers and even your staff at the ZMOT?  Let us know your thoughts, either with your business hat on, or your consumer hat.  We’d love to hear them.

Footnotes: *(1) Brilliant move by Proctor and Gamble…they’re so smart, could be why they have been around for a while. (2) Oh Google… you guys send me. (3) EXACTLY!




Tags: Communication Strategy, ZMOT, Zero Moment of Truth