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tags: Week 1, H3, M2, extra
---
# The modern buyer’s journey: ZMOT

Now that you’re familiar with the concept of the buyer’s journey, it’s time to see how the internet has completely transformed it!

The internet has changed drastically how both consumers and B2B buyers make decisions. There is now more information available on any product and service than ever before, and 53% of shoppers say they always do research before they buy.
 
## 💁 Before the internet
Before the internet, when a customer chatted to a salesperson, they were usually at a very early stage in their journey - uncovering a problem or starting to learn about the different solutions. The role of a saleperson was to help the buyer uncover that problem and educate them on their product.
 
## 💻 In the digital age
Nowadays, buyers don’t take a decision before having researched alternatives, checked on references (think of what you do before you choose to visit a new restaurant), or visited your website. By the time they reach you, they’ve likely researched your product and competition thoroughly!

This paradigm shift was identified by Google in their paper ZMOT. For now, we will share a short introduction, but we will ask you to read the whole paper later on 😉

{%youtube g40rrWBx2ok %}

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