What is ZMOT?

The Zmot (Zero Moment of Truth) is a critical step in the purchasing process of a product by a consumer.

It involves the constant search for information about the product in question.

The purchasing stages before Zmot

Let's proceed in order. Before the internet and search engines became mass tools, the purchasing process of a good (of any order, size or type) was characterized by 3 phases:

1. Stimulus: the moment when a potential consumer first receives the stimulus that drives them towards a certain product. This can happen in various ways. From word-of-mouth to advertising;
2. Shelf: also known as Fmot (First Moment of Truth), it is that phase where the consumer is faced with choosing between a range of products that can satisfy their needs;
3. Experience: the final step of the process, otherwise known as Smot (Second Moment of Truth) is when the consumer has purchased the product and is using it.

This model predates the advent of the web and the strong influence that it now has on the process of information gathering and purchasing.

The purchase phases after Zmot

The process just observed has been enriched by an additional step, starting around the early 2000s.

This is precisely the Zmot, which takes place between the stimulus phase and the Fmot phase.

The idea of this concept emerged in 2005, when Procter & Gamble mentioned it for the first time.

Six years later, in 2011, Jim Lecinski (at the time US Managing Director), delved into it in his e-book "Winning the Zero Moment of Truth".

What Zmot Involves

For the consumer, this phase represents a veritable ocean in which to fish for and gather information.

The web and reviews from other consumers who have already experienced that product are the elements that, more than anything else at this stage, can influence the choice of a potential consumer.

What It Means for a Seller

Behind the scenes of this new phase lies a strong strategy that companies and businesses (or generally anyone interested in selling a product) are called upon to consider and possibly optimize.

Who are the potential consumers? Where do they look for the information that is useful for their choice? At what time of day?

All these elements can be decisive in swaying a consumer towards one company's product rather than that of a competitor.

For this reason, it is always important to be in the right place (or channel) at the right time.

Are all the moments of truth here?

Absolutely not. There is one final step, which takes place after the Smot:

we are talking about the Tmot, or Third Moment of Truth (or Umot, Ultimate Moment of Truth).

Although the Tmot no longer influences the purchasing process of that consumer who is currently in this stage, it is crucial because it generates other Zmots in other potential consumers, thus creating a (hopefully virtuous) cycle.

In conclusion, it should be noted that the sales process, information acquisition and purchasing, which involves the two main actors (seller and consumer), is daily subjected to the advancement of the web.

Today, it is more accurate to talk about social media rather than just web, as these are increasingly emerging and establishing themselves as very important communication channels.