Moment of truth (marketing) explained

Moment of truth (MOT) in marketing, is the moment when a customer/user interacts with a brand, product or service to form or change an impression about that particular brand, product or service. In 2005, A. G. Lafley, Chairman, President & CEO of Procter & Gamble coined two "Moments of Truth".^[1] A third was introduced later.^[2]

Types of MoTs

• First moment of truth (FMOT): When a customer is first confronted with the product, either offline or online.^[3] It occurs within the first 3-7 seconds of a consumer encountering the product and it is during this time that marketers have the capability of turning a browser into a buyer.^[4] Procter & Gamble describe the first moment of truth as the "moment a consumer chooses a product over the other competitors offerings".^[5]
• Second moment of truth (SMOT): When a customer purchases a product and experiences its quality as per the promise of the brand.^{[6] [7]} There can be multiple second moments of truth for every time the product is consumed (used),^[8] providing the consumer with information for future purchases and for sharing their experience with the product/service.
• Third moment of truth (TMOT): When consumers give feedback or reactions towards a brand, product or service, i.e., consumer becomes brand advocate and gives back via word of mouth or social media publishing.^[9]
• Zero moment of truth (ZMOT) is a term coined by Google in 2011,^[10] it refers to the research which is conducted online about a product or service before taking any action, i.e., searching for mobile reviews before making a purchase. The Internet has changed altogether the way consumers interact with brands, products or services. This online decision-making moment is termed as ZMOT. According to research conducted by Google, 88% of US customers are researching online before actually buying the product.^[11]
• Actual moment of truth was identified by Amit Sharma, Founder & CEO of Narvar, to describe the new post-purchase experience gap created by the advent of online shopping, after a consumer has made a purchase but before they've received the product.^[12]

Further reading

• Moments of Truth by Jan Carlzon
• Relationship Marketing and Customer Relationship Management by Annekie Brink & Adele Berndt
• Winning the Zero Moment of Truth
• ZMOT Handbook

Notes and References

1. Book: The Game-Changer: How You Can Drive Revenue and Profit Growth with Innovation. A. G.. Lafley. Ram. Charan. 8 April 2008. Crown Business. 978-0307381736. registration.
2. Web site: Marketing: The 4 Moments of Truth [Chart] - Heidi Cohen]. 27 June 2013. heidicohen.com. 12 March 2018.
3. Web site: Hyken. Shep. The New Moment Of Truth In Business. Forbes. 12 March 2018.
4. Web site: Examples of the First Moment of Truth (FMOT) in Digital Signage. wirespring.com. 12 March 2018.
5. Web site: Procter and Gamble 2006 Annual Report. pg.com. 12 March 2018.
6. Web site: Google's Micro-Moment: Why It's A Game Changer For CMOs. On. Marketing. forbes.com. 12 March 2018.
7. Digital Darwinism: Branding and Business Models in Jeopardy (Page 51,52) By,
8. Löfgren. Martin. Customer satisfaction in the first and second moments of truth. Journal of Product & Brand Management. 2008. 17. 7. 463–474. 10.1108/10610420810916362.
9. Web site: Marketing: The 4 Moments of Truth [Chart]]. heidicohen.com. June 27, 2013. August 20, 2022.
10. Web site: ZMOT: Why It Matters Now More Than Ever. Think with Google. 12 March 2018.
11. Web site: The Zero Moment of Truth Macro Study. Think with Google. 12 March 2018.
12. News: The New Moment Of Truth In Business. Hyken. Shep. Forbes. 2018-03-08. en.