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Moment of truth (marketing)

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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[edit]

  • 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.[citation needed]
  • 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[edit]


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