What "The Zero Moment of Truth" Means For Marketers

Wharton School - University of Pennsilvanya
Published: August 5, 2011

By the time we make a purchase, we have read reviews, compared prices and fully evaluated our options, whether we are buying a pillow or a Porsche. In the face of newly empowered consumers, marketers have had to rethink how they can win at the point of purchase. Jim Lecinski, Google's managing director of U.S. sales and service, has written an e-book, Winning the Zero Moment of Truth, about a "new mental model for modern marketing," which he calls ZMOT, or the Zero Moment of Truth. To learn more, Knowledge@Wharton and Wharton marketing professor Jerry (Yoram) Wind spoke with Lecinski about the explosion of choice, today's highly informed consumer and what this new decision-making moment means to marketers.
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