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What is ZMOT, Anyway?
By: Dwayne W. Waite Jr.
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Our industry is full of prolific word-creators. Book after book, article after article, we see new words and abbreviations that deal with specific elements of marketing and advertising. Our colleagues attempt to answer questions through no already-created philosophy or concept, but a unique, new one — of course, so we can really understand the issue at hand.

It is no surprise that AdLand is full of these perpetual word generators. As lovers of words and concepts, these professionals take it upon themselves to make sure that if their answer to a problem needs a word or phrase, they will create it themselves.

It would take one an unnecessary amount of time and effort to swim through them all, but we want to take the time to highlight some of the more interesting ones.

Today, we look at the LCSs of ZMOT. 

Yes, you read that right.

ZMOT, or the Zero Moment of Truth, is not entirely a new concept. ZMOT refers to the split-second reaction a consumer has to your product or brand when they determine if they will continue searching for information about your brand, or something else. Think of it like the precursor to the "first impression." The ZMOT is what occurs right before the first impression is made.

Google, our lovable overlords, is one of the brands that pioneered ZMOT thinking. In their 2012–2013 ZMOT handbook, they go over what they believe are three major components to ZMOT: Loyalty, Convenience, and Speed.

The LCSs:

Loyalty. How does your brand show your customer that you are willing to do what it takes to make sure they have a positive experience with your brand? How available are you to answer questions? If the consumer has a bad experience, how can you make it better? If the consumer has a great experience, how can you keep it up, and keep it fresh?

Convenience. How little does the consumer need to sacrifice in order to get your product? How does your product fit into the consumer's daily life? If the consumer is thinking of switching to your product, how low can you make the switching costs? Is it easy for the consumer to get started, or end it if they see that it is not for them?

Speed. If the consumer is in a bind and needs your services, can you help? How quick is the timetable between the consumer ordering the product, and the consumer leaving with the product?

And if advertising and marketing is our focus, how can we accurately portray our LCSs to our consumers in order to succeed at ZMOT?

Good questions to ask.

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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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