A Zero Moment of Truth is:.

minivan A BUSY MUM IN A MINIVAN, looking up decongestants on her mobile phone as she waits to pick up her son at school.
chair AN OFFICE MANAGER AT HER DESK, comparing laser printer prices and ink cartridge costs before heading to the office supply store.
coffee A STUDENT IN A CAFE, scanning user ratings and reviews while looking for a cheap hotel in Barcelona.
winter sports A WINTER SPORTS FAN IN A SKI STORE, pulling out a mobile phone to look at video reviews of the latest snowboards.
flat A YOUNG WOMAN IN HER CONDO, searching the web for juicy details about a new guy before a blind date.
ZMOT is that moment when you grab your laptop, mobile phone or some other wired device and start learning about a product or service (or potential boyfriend) you’re thinking about trying or buying. I am sure you know what I mean — you probably do web searches like this every day.

Would it surprise you to know that a full 70% of Americans now say they look at product reviews before making a purchase?2
Or that 79% of consumers now say they use a smart- phone to help with shopping?3
Or that 83% of moms say they do online research after seeing TV commercials for products that interest them?4

Whether you sell yachts or roomms, your customers’ first impression — and quite possibly their final decision — will be made in that moment: ZMOT.

If you are running a hotel you must know what Google thinks.
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