THE ZERO MOMENT OF TRUTH is the moment when consumer goes online for researching a product. So this concept is new and changing the way marketers think about branding and online commerce.
There are some more terms as “First Moment of Truth” or FMOT “tipping point” and “purple cow,” that changes the way marketers think.
More adwords. blogspot.com/ 2011/07/zero-moment-of-truth-new-marketing.html