"Are you prepared to win the Zero Moment of Truth?" — Jim Lecinski, author.

• 88% of U.S. consumers engage in the zero moment of truth prior to going in-store or online to purchase
• Average shopper consults 10.4 sources prior to purchase, twice as many as just a year ago
• Search is one of the most widely used and influential sources on the purchase journey

Today consumers have become digital explorers. The digital age has forever changed the customer's buying paradigm. Before, a customer, spurred by the stimulus of offline mass media would buy a product. This was called the First Moment of Truth. The Second Moment of Truth came when they got home and used the product. This model has forever changed. Today, before a customer buys, they have developed a relationship with the product through social media and the Web. They actively seek out online ratings, social media-based peer reviews, videos, and in-depth product details as they move down the path to purchase. This is the Zero Moment of Truth — or simply ZMOT.

The ZMOT is now a more important factor to driving a consumer to purchase than both the initial stimulus a shopper receives from an advertisement and the shelf experience a customer has in-store. Ultimately, this means that shoppers care more about what other shoppers are saying than they do about advertiser and retailer claims.

Mercati develops solutions to synergize your digital activities to maximize their effectiveness during the customer's ZMOT. Our in-depth analysis of your current initiatives can help you determine if your digital mix is working. The key is to maximize your efforts during the customer's ZMOT. Their word-of-mouth about your product becomes part of another person's ZMOT.