In 2006, A G Lafely, ex Ceo of P&G introduced numeracy to the moments of truth that a marketer has to face. His forward count went till two: First Moment of Truth (FMOT) is, according to him, when the consumer buys the product and the Second Moment (SMOT) arrives when he experiences it. In 2011, Google’s Managing Director of US Sales and Service, Jim Lecinski appended a marketers schema with Zero Moment of Truth (ZMOT).
In his handbook, “Winning the Zero Moment of Truth” Jim describes ZMOT as the ‘online decision-making moment of consumers’. According to Google’s ZMOT Macro study report cited in the book, “88% of consumers research online before they buy, consulting an average of 10.4 sources”. Since then with social media becoming even more dominant, winning the ZMOT, has become the holy grail of marketers worldwide.
Media-Mosaic, worlds first fully integrated ZMOT agency, has applied the ZMOT concept to different industry verticals. The New Delhi based Agency has recently launched its series of Webinars and Infographics to help travel marketers win at their Zero Moment of Truth.
Mosaic’s Managing Director Vikas Malhotra, is excited to help travel marketers in their quest for attracting the traveler during their research phase.“Travel is one of the most researched buying decision, with a traveler evaluating on an average of 15-16 reference resources before making the final purchase decision. It is a real challenge and also a real opportunity for any travel marketer and we are extremely excited to be able to bring our experience in helping them win their scattered ZERO moments.” he avers.
The originator of ZMOT at Google, Jim Lecinski also tweeted about Media-Mosaic’s efforts. “#ZMOT infographic and webinars from @Media-Mosaic here: media-mosaic.com/blog/infographic…”. “I always like seeing ZMOT work”, he tells Media-Mosaic on LinkedIn.