The moment of truth Every time a customer engages directly with a company, there is a 'moment of truth'. In 2005, the CEO of Procter & Gamble introduced this concept into most classic marketing programmes.
The idea is that the buyer always passes through three points: the point of stimulus, the point of the first 'moment of truth' or touch, and the second 'moment of truth'.
- Stimulus: This is the initial stage when consumers learn about a product or service.
- First Moment of Truth (FMOT): This is the stage when consumers become familiar with the product, either offline or online.
- Second Moment of Truth (SMOT): Consumers buy the product, at this stage it is important to understand what experience and opinion they will form about the purchase.
The incentive may be advertising, the first moment of truth may be the point of sale, and the second moment of truth is the customer's experiences and emotions related to the purchase.
Zero Momentum. ZMOT. So, three steps. That's how it used to be. But with the advent of the internet, the customer journey has changed dramatically. One of Google's key marketing discoveries was the Zero Moment of Truth. ZMOT is a pre-stage where the customer is educated. Google believes that a customer needs 7 hours of interaction across 11 touch points in 4 different locations before making a purchase.