A buyer’s journey is no longer linear. Back in 2011, Google released their guide on search engine marketing with the famous Zero Moment of Truth theory. It outlines the fact that the moment customers realize that they want or need a product is the zero moment. It is then they will begin to search for it with an intent to buy. It used to work based on analyzing “buying keywords” and understanding the searcher’s intention. However, as more online channels like social media begin to appear and become part of a customer’s online buying experience, there is realization that the ...