Before you buy something, what do you do first? More often than not, your answer will be doing a quick search online. This is called Google’s Zero Moment of Truth (ZMOT).

Nowadays, before people go to the store or purchase an item online, they are most likely to go and search about it first. What are the different brands on offer? What are its differences in terms of price points? What can it offer me that competitors can’t? And the most important question — how can it improve my life?

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