Objectives of knowledge management

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.
Inbound marketing 
The consumer is 
proactive in actively 
seeking out information 
for their needs, and 
interactions with brands 
are attracted through 
content, search and 
social media marketing.