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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.〔(Book - The Game-Changer by A.G Lafley (Page 5) )〕 Third was gradually introduced later.〔(4 Moments of truth )〕 == Types of MOT == *First moment of truth (FMOT): When a customer is confronted with the product in-store or in real life.〔(Eff-mot Article-WSJ )〕 *Second moment of truth (SMOT): When a customer purchases a product and experiences its quality as per the promise of the brand.,〔(Google's Micro Moment )〕〔''Digital Darwinism: Branding and Business Models in Jeopardy (Page 51,52)'' By , 〕 *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.〔''Leaders Talk Leadership: Top Executives Speak Their Minds (Page 113,114) ISBN 9780195152838''〕 *Zero Moment of truth (ZMOT) is a term coined by Google in 2011,〔(Why it matters? )〕 actually refers to the research which is been 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.〔(Zmot Macro Study )〕 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Moment of Truth (marketing)」の詳細全文を読む スポンサード リンク
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