1 of an initial stimulus, the fi rst and the second moment of truth. If our ads were effective, the From the linear & clear- Ch apt consumer responded to this incentive by visiting our stores or contacting one of our sales cut marketing funnel… er one people. Then, the combination of the product and service and the salesperson would–in the M best case–result in a purchase (the fi rst moment of truth). Once home, or in the offi ce with ark Eyeballs etin the product, the consumer used it and formed an opinion of his or her purchase: the second g in the momentmoment of truth. All in all, buying used to be a pretty straightforward and linear experience. Awareness ZMOT eats Consideration the marketing Preference Over the years this traditional funneled process funnel for has exploded to form a complex map of touch Action breakfast. points. Just to give some examples from the Loyalty Google/Shopper Sciences study: 50% of consumers used a search engine to fi nd out Buyers information before buying, 49% talked with friends/family about the product, 38% compar- ison-shopped online, 36% sought information for a product brand/manufacturer Website, 1 31% read product reviews or endorsements online, etc. Google calls this comprehensive, online decision-making period the ‘Zero Moment of Truth’. So we’d better have strategies and tactics for showing up at the right place, at the right time with the right content. … to the 8 comprehensive So it is safe to say that our environment has multiplied in intricacy over the years. Professional ‘Zero Moment experiences used to be linear and clean-cut. The fast-paced, dynamic and networked char- of Truth’ acter of today’s market has changed all that. We need to evolve along with the market. Rigid, long-term planning and siloed thinking is no longer relevant in this context. In fact, in a world