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When the buyer is traversing his ZMOT (zero moment of truth) Lagrangian, she has many social media touch points on her pathway. A ZMOT marketer who knows and understands the Buyer Lagrangian uses that information to present the right information at the right moment to the buyer. This means a savvy usage of the social media to present the right content message to your buyer is the only way to win@ZMOT. Another emarketer survey points out the general sources of information that a buyer trusts when she is on her digital buying path.