Winning ZMOT: ZMOT in Practice

Butter Lane Cupcakes is a small business using the web to do big things. Search and social media helped them make an impact at the Zero Moment of Truth (ZMOT)-when a shopper goes online to research a product and decides whether to make a purchase. Search gives them much needed visibility while social allows them to listen to what their customers want and give it to them.


  • Butter Lane needed to create an online presence


  • Enlisted in paid search
  • Embraced feedback from social media, Yelp! and food blogs
  • Employed Google AdWords


  • Increase in-store traffic
  • Built evolution into the media model
  • Created a conversation with consumers to keep business thriving

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