1. The ZMO
Jenny Orsatti
Matt Pacaud

2. The 4 Factors in Purchase
Decision:
• Stimulus
• First Moment of Truth
• Second Moment of Truth
• Zero Moment of Truth

3. Stimulus…what is it?
• stim·u·lus/ˈstimyələs/
A thing or event that evokes a specific functional reaction…
• In marketing terms, the stimulus refers to ads that stimulate
awareness and interest

4. The First Moment of Truth
• The ‘In-store purchase’ on the shelf
• 3 – 7 seconds is the time it takes to notice the
product on the shelf

5. The Second Moment of Truth
• The Experience with the product

6. The Zero Moment of Truth
• Now existent between the Stimulus and First Moment of Truth
• Searching for the product (SEO)
• Internet plays a huge part

7. The Zero Moment of Truth
• The ZMOT is the moment when you grab your phone, laptop or
some other wired devise and start learning about a product,
service, idea or even a person before you ever get to the point
of purchase or decision. In fact:
• A full 70% of Americans now look at product reviews before
making a purchase and;
• 83% of moms do online research after seeing TV commercials
for products that interest them.
• Source: http://www.marketingsavant.com/2011/08/marketing-in-the-
zero-moment-of-truth/
• The number of mobile searches in Google doubled in 2010
from the previous year (people are using their mobile
devices in the ZMOT)

8. How to improve ZMOT:
• Put someone in charge
• Find your Zero Moments
• Answer questions people are asking
• Optimize (multiple platforms)
• Optimize video

9. Questions?