Four Marketing Moments of Truth: ZMOT, FMOT, SMOT and TMOT
ZMOT, FMOT, SMOT and TMOT are marketing concepts related to consumer behavior and decision-making, especially in the context of the customer journey.
>>ZMOT (Zero Moment of Truth)
ZMOT refers to the moment when a consumer researches a product online before making a purchase decision. This often involves searching on Google, reading reviews, watching videos, or comparing prices.
>>FMOT (First Moment of Truth)
FMOT is the moment when a customer first interacts with a product, either physically or digitally. It is the first impression at the point of sale.
>>SMOT (Second Moment of Truth)
SMOT occurs after the purchase when the customer uses the product. It’s about their experience and whether the product meets or exceeds expectations.
>>TMOT (Third Moment of Truth)
TMOT is when a customer shares their experience with the product or brand, influencing other potential buyers. This could be through word-of-mouth, reviews, social media posts, or videos.
Summary post of this series available here: SEO, SEM, KOL, TAM, SAM, SOM, ZMOT, FMOT, SMOT, TMOT.
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