ZMOT

How charities can win at the Zero Moment of Truth

With people aged 18-24 twice as likely as any other age group to research a charity online before making a donation, it’s essential that non-profits pay close attention to their digital presence.

From your site itself through to email marketing, social media strategy and paid search it’s vital to seize every opportunity to make the case for your charity to an audience that’s increasingly looking for reassurance before parting with their cash.

Why PRs need to get to grips with Google’s Zero Moment of Truth

Last year Google published a new marketing model that added an extra step into the traditional view of the customer purchase journey.

Labelled The Zero Moment of Truth (ZMOT), the model essentially states that the internet has created an additional customer touch point between the original advert and the actual purchase.

ZMOT is when consumers go online to research products, look for reviews or try to find coupons.

At a PRCA event on Tuesday Unibet’s head of search Nick Garner said that ZMOT is an area that PRs should own as it’s about influencing decisions and getting positive brand information onto trusted websites.