When it comes to marketing your business, it’s important to understand how consumers make buying decisions. For many businesses, information was only available when a customer chose a product off the shelf, and became known as the First Moment of Truth, or FMOT. However, today’s consumers make purchase decisions long before they ever visit a store or contact a business. With smartphones in the pockets of more than 50% of Americans, and tablet use growing faster than ever, the Internet has become the primary source of discovery and research for many consumers. Because of this, there is a different type of “Moment of Truth” happening. Google calls this the Zero Moment of Truth, or ZMOT.
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