ZMOT (Zero Moment of Truth)

ZMOT, or Zero Moment of Truth, is a marketing concept that describes the moment when a consumer researches a product or service online—often through reviews, social media, or search—before making a purchase decision. It happens before the buyer ever interacts with the brand directly.

In today’s digital world, ZMOT is critical. Social proof, influencer opinions, user-generated content, and online reputation all play major roles in shaping that first impression. Brands that show up with strong, trusted, and helpful content during this moment are far more likely to influence conversions and earn customer trust.