![]() But if they buy it in-store without trying it, then test it out later that day, they’d be experiencing their SMOT post-purchase. For instance, if a customer samples the aforementioned hair serum in-store, they’d be experiencing their SMOT. It can happen before or after a purchase. The Second Moment of Truth is when a customer truly experiences your product for the first time. Their perceptions during this moment will influence whether or not they make a purchase. The FMOT goes well when your product (or customer service team) can clearly show how your product can fulfill their needs. Maybe they pick up a bottle of shampoo and read the description on the back of the bottle, or a salesperson tries to pitch them a new hair serum that promises to resolve dry, damaged hair. The First Moment of Truth (FMOT) was defined by Procter & Gamble: they explain that a shopper makes up their mind about a product within seconds, and the FMOT is when that decision is made during their first encounter with your products. Digital ads, SEO, customer reviews, and a rich online presence can help ensure you’re engaging customers before they ever interact with your brand or customer service in-person. You can influence the ZMOT by showing up when customers begin this research process. For some shoppers, the time between deciding to buy something and actually making a purchase can be several months. According to Google, the ZMOT is an online decision-making moment, or, “the moment in the buying process when the consumer researches a product prior to purchase.” Consumers put a lot of time and thought into what they want to buy. ![]() Google coined the term Zero Moment of Truth (ZMOT) in 2011 in response to the evolution of consumer research and decision-making. ![]()
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