Chaza i-ZMOT (i-Zero moment of truth) nokuthi ihluke kanjani kumodeli yezinyathelo ezintathu yokumaketha eyayivame ngesikhathi sokwethulwa kwayo.
Imodeli yezinyathelo ezi-3 (i-ZMOT, i-FMOT, i-SMOT) yokumaketha evela ku-P&G iqala lapho umthengi ethola umkhiqizo nge-Ad noma ezwa ngayo kweminye imithombo efana nabangane noma osebenza nabo. Lo mzuzu wokuqalisa ulandelwa yi- (FMOT) umzuzu wokuqala weqiniso lapho abathengi beseshalofini, befuna ukuthenga, ukuthinta nokuzwa umkhiqizo nokuhlola okunikezwayo okuncintisanayo kumafreyimu angomakhelwane. Isinyathelo sokugcina yisikhathi sesibili (SMOT) seqiniso, lapho abathengi bethenga khona bese beqala ukusebenzisa imikhiqizo.   I-ZMOT (Zero moment of truth) yisikhathi esiphakathi kokushaywa kwe-trigger ne-FMOT. Yilapho abathengi befunda okwengeziwe ngemikhiqizo ngaphambi kokuba ivele emashalofini. I-ZMOT iyinqubo yokuthenga ngaphambi kokuthenga lapho abathengi bangabuka khona amavidiyo e-YouTube omkhiqizo, bafunde izibuyekezo ze-Amazon, futhi babe nokuhlangenwe nakho okuphelele komkhiqizo ngaphambi kokuthenga.