Google has created a new edition of it’s online media and marketing handbook aimed at Asia, named “Winning the Zero Moment of Truth in Asia”.

The Zero Moment of Truth is an interesting concept, and highly relevant to brand advertisers both globally and regionally.

The term ‘First Moment of Truth’ (commonly called FMOT) was coined by Procter & Gamble in 2005 to define the first interaction between a shopper and a product on a store’s shelf.

This moment was considered one of the most important marketing opportunities for a brand, as P&G asserted that shoppers make up their mind about a product in the first few seconds after they encounter that product for the first time.

While this first moment of truth is still important, the rise of full internet adoption and increased search engine use often lead to many brand interactions taking place between a consumer and a brand before that consumer ever sees a product on a shelf.

Whether we’re shopping for washing powder, cinema tickets or a hotel in Singapore, digital media has changed how consumers decide what to buy.

Google calls this online decision-making moment the Zero Moment of Truth — or simply ZMOT.

The new Asia version of the ZMOT handbook contains fresh and regionally relevant data for female shoppers, consumer packaged goods, and the Asian digital marketplace.

Winning the Zero Moment of Truth in Asia (2014)