Moment of the truth (MOT) in marketing, is the time when a customer / user has a brand, product or service to change the product or service. In 2005 AG Lafley Chairman, President & CEO of Procter & Gamble coined 2 Moments of Truth ie first and second. [1] Third was definitely introduced later. [2]
Types of MOT
- First moment of truth (FMOT): When a customer is confronted with the product in-store or in real life. [3]
- Second Moment of Truth (SMOT): When a customer purchases a product and experiences its quality for the promise of the brand., [4] [5]
- Third moment of truth (TMOT): Consumers feedback or reaction towards a brand, product or service of a consumer becomes brand advocate and gives back via word of mouth or social media publishing. [6]
- Zero Moment of Truth (ZMOT) is a term coined by Google in 2011, [7] it refers to the research that is conducted on the subject of a product or service. The internet has changed the way consumers interact with brands, products or services this decision-making is ZMOT. According to research conducted by Google, 88% of US customers are researching online before actually buying the product. [8]
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
References
- Jump up^ Book – Lafley’s Game-Changer by AG (Page 5)
- Jump up^ 4 Moments of truth
- Jump up^ Eff-word Article-WSJ
- Jump up^ Google’s Micro Moment
- Jump up^ Digital Darwinism: Branding and Business Models in Jeopardy (Page 51,52)ByRalf Kreutzer ( de ),Karl-Heinz Land ( de )
- Jump up^ Talk Leadership Leaders: Top Executives Speak Their Minds (Page 113,114) ISBN 9780195152838
- Jump up^ Why it matters?
- Jump up^ Zmot Macro Study