The "zero moment of truth" is a marketing concept that deals with the amount of time that lapses between an advertising message and a consumer taking action on the message.
Here's an ebook Google put together about the concept and what it means for marketing and advertising.
Zero Moment of Truth E-Book
You can figure out why Google thinks the concept is important. To the extent there is latency between ad and action, Google thinks it can create quite a nice business reducing latency.
Thursday, June 30, 2011
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