Moment of Truth (marketing)

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 MOT

  • First moment of truth (FMOT): When a customer is first confronted with the product, taking place 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 moment of truths 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.[9]
  • 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.[10]
  • Zero moment of truth (ZMOT) is a term coined by Google in 2011,[11] 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 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.[12]
  • 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.[13]
  • Ultimate moment of truth (UMOT) was proposed by Brian Solis

Further reading


  1. ^ Lafley, A. G.; Charan, Ram (8 April 2008). "The Game-Changer: How You Can Drive Revenue and Profit Growth with Innovation". Crown Business. Retrieved 2018 – via Amazon.
  2. ^ "Marketing: The 4 Moments of Truth [Chart] - Heidi Cohen". 27 June 2013. Retrieved 2018.
  3. ^ Hyken, Shep. "The New Moment Of Truth In Business". Forbes. Retrieved 2018.
  4. ^ "Examples of the First Moment of Truth (FMOT) in Digital Signage". Retrieved 2018.
  5. ^ "Procter and Gamble 2006 Annual Report" (PDF). Retrieved 2018.
  6. ^ Marketing, On. "Google's Micro-Moment: Why It's A Game Changer For CMOs". Retrieved 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. Retrieved 2018.
  9. ^ Bosomworth, Danyl. "The consumer decision journey [Infographic]". Retrieved 2018.
  10. ^ Leaders Talk Leadership: Top Executives Speak Their Minds (Page 113,114) ISBN 9780195152838
  11. ^ "ZMOT: Why It Matters Now More Than Ever". Think with Google. Retrieved 2018.
  12. ^ "The Zero Moment of Truth Macro Study". Think with Google. Retrieved 2018.
  13. ^ Hyken, Shep. "The New Moment Of Truth In Business". Forbes. Retrieved .

  This article uses material from the Wikipedia page available here. It is released under the Creative Commons Attribution-Share-Alike License 3.0.



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