Zero moment of truth (ZMOT) refers to the point in the buying process when a potential customer first interacts with a brand or product online, usually before making a purchase decision. It happens after a person becomes aware of a need or problem and starts searching for solutions, often through search engines, reviews, social media, or other online resources. ZMOT is important because it influences how consumers perceive and evaluate options before they make a final choice. Marketers aim to engage customers during this moment by providing helpful, informative, and persuasive content to guide them toward making a purchase.

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