ZMOT: The Zero Moment of [Canadian Legal] Truth

ZMOT: The Zero Moment of [Canadian Legal] Truth

For those of you who attended the Google Event hosted at Google Canada’s HQ in Toronto in honour of our new Google Partner status, you may remember hearing the term ‘Zero moment of truth,’ also known as ZMOT. For those of you who weren’t there, you may have never heard of it.

ZMOT: The Zero Moment of [Canadian Legal] Truth

What is the Zero Moment of Truth (ZMOT)?

The ZMOT is that moment someone searches Google for your services. The micro-moments (want-to-know, want-to-go, want-to-do, want-to-buy moments) are the actions and thoughts that trigger the ZMOT.

Alec Humes played this video at the Google event explaining micro-moments:

Canadian Legal ZMOT

How does ZMOT relate to the Canadian legal industry?

More like, how doesn’t it?

Before an individual wants-to-hire a lawyer (a ZMOT moment), something happens to them that they want-to-know more about, want-to-go to, want-to-do something about, or want-to-buy something to fix. It’s your job to understand and monetize these moments. Tailor unique and creative AdWords campaigns to get your services in front of potential clients in their need-to-know, need-to-go, need-to-do, or need-to-buy moments.

What Micro-Moments Trigger a Canadian’s Legal ZMOT (Want-to-Hire a Lawyer Moments)?

Let’s look at an example.

A young couple recently discovered they’re expecting a baby. Naturally they turn to Google to research and learn about preparation for the baby’s arrival. They find tips on child proofing doors and drawers, books on parenting styles, controversial articles about breastfeeding vs. formula, and the list goes on. Will these soon-to-be parents find your will writing services in their search results?

This is just one example of a micro-moment that might lead to a Legal ZMOT. Canadian lawyers can monetize these ZMOTs by identifying the micro-moments that lead consumers to search for their services and advertise to them.

Winning Canadian Legal ZMOT

Google first introduced the idea of ZMOT in 2011. Today, the Internet and the way consumers use it is so much different. ZMOT is still very much relevant today, however, in a different way than it was in 2011. Today we must consider the devices consumers are using to fulfill ZMOT moments.

Jerry Dischler, Vice President and Product Management at Google AdWords said, “more Google searches take place on mobile devices than on computers in 10 countries including the US and Japan.”

With Google’s search engines and online consume behavior constantly evolving, so too must the way businesses win ZMOT. That’s why Lawyers wishing to win Legal ZMOT must consider mobile advertising.

Want to know the four-step process in winning Legal ZMOT? Stay tuned for our next piece. Or, you could always hire a Google Partner specializing in Google AdWords (that’s us) to do the hard work for you.

Kelsey Vere

Social Content & New Media Specialist at Digital eMspace
As the Social Content & New Media Specialist for Digital eMspace, a division of Inc, Kelsey is the sole contributor to Digital eMspace’s Blog and a fellow contributor to Inc.’s blog, with Samantha Collier. Kelsey also manages Digital eMspace, Inc., and’s social media networks. Kelsey graduated with distinction from the Advertising Program at Conestoga College in 2013 and won the Outstanding Achievement Award of 2012/13.

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