Google: How to Connect with the Digital Latino at the ZMOT

November 7, 2011

Executive Summary

The traditional path to purchase revolved around building a great product and then a great marketing campaign around that product, in order to win at the point of sale, or the "First Moment of Truth (FMOT)." This mental model of marketing includes three steps: stimulus, the FMOT and the Second Moment of Truth (SMOT). However, the Internet has fundamentally changed the way in which consumers decide to buy, and the three-moment mental model is now a four-moment mental model which includes the "Zero Moment of Truth (ZMOT)." ZMOT is the moment when a shopper seeks out research on a product or service using digital media before making a purchase. Mark Lopez, head, U.S. Hispanic audience and pan regional U.S. sales, Google, Inc., discussed ways to better drive impact at the Zero Moment of Truth (ZMOT) for the U.S. Hispanic market.

View video below.


"Google: How to Connect with the Digital Latino in the Zero Moment of Truth (ZMOT)." Mark Lopez, Head, U.S. Hispanic Audience and Pan Regional U.S. Sales, Google, Inc. ANA Multicultural Marketing and Diversity Conference, 11/07/2011.

You must be logged in to submit a comment.