The term "First Moment of Truth" (commonly called FMOT) was coined by Procter & Gamble in 2005 to define the first interaction between a shopper and a product on a store's shelf. This moment was considered one of the most important marketing opportunities for a brand, as P&G asserted -- and others believed -- that shoppers make up their mind about a product in the first few seconds after they encounter that product for the first time.
While this first moment of truth is still important, the rise of full internet adoption and increased search engine use often lead to many brand interactions taking place between a consumer and a brand before that consumer ever sees a product on a shelf. This phenomena is what we are calling the "Zero Moment of Truth", or ZMOT.
We've pulled together some data which supports this new phenomenon.
Data from IRI's latest Economic Longtitude 2009 study shows that 83% of shoppers make their purchase decisions prior to entering a store