Moments 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 2 Moments of Truth i.e. first and second.[1] Third was gradually 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 as per the promise of the brand.,[4][5]
Third moment of truth (TMOT): Consumers feedback or reaction towards a brand, product or service i.e. 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] actually refers to the research which is conducted by a user 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 are interacting 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.[8]
The less than Zero Moment of truth (<ZMOT) is a term started by eventricity Ltd in 2014,[9] referring to the time between an Event in a Customer's life happening and the point at which they decide to research a purchase (ZMOT).
