People have always researched purchases, gathering information about what to buy and where to buy it. Today, the #1 place they do this is search. We call this ZMOT, or the Zero Moment of Truth. In this video, Jim Lecinski of Google, David Reibstein of Wharton, John Ross CEO of Shopper Sciences, and Beth Comstock of GE talk about this new way of thinking about the traditional marketing model.