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inbound marketing

 

(Shah and Halligan, 2009). Google have referred to this consumer  decision-  making before they 

visit a retailer as the 

Zero Moment of Truth (ZMOT)

 in a handbook by Lecinski (2012). This 

describes the combination of online and offline influences on purchase as shown in  Figure   1.2   .    

 

  Digital  business 

transformation 

  Significant  changes  to 

organisational processes, 

structures and system 

implemented to 

improve organisational 

performance through 

increasing the use 

of digital media and 

technology  platforms.   

  Zero  Moment  of 

Truth (ZMOT) 

  A summary of today’s 

multichannel consumer 

 decision‑  making  for 

product purchase where 

they search, review 

ratings, styles, prices 

and comments on social 

media before visiting a 

retailer.