![]() If your customer doesn’t feel like your marketing promises are not fulfilled by their own personal experience, your chances of converting her into a repeat customer will end right there and your second moment of truth is were your marketing trip will end. If your FMOT resulted in the desired impulse purchase, it is during the second moment of truth that companies need to make sure that their products deliver as promised. The second moment of truth is when consumers are already using the product purchased during the FMOT. An Instagram post exposing the viewer to a new restaurant nearby.A social media shared experience or review of a particular product or service by one of our friends or followers.A programmatic banner being served while browsing a random website.An email marketing campaign with an exclusive offer.In our online marketing world, the FMOT typically happens under a variety of situations: We’ve all experienced these moments, so no need to explain further. The goal is to establish an emotional connection between the person and the product that results in an impulse purchase, also referred to as non-planned purchases. You can think of it as the first-impression moment when your brand has the unique chance to convert the casual browser into a buyer. This micro-moment could be physical (at a retail store) or digital (via digital promotion). The First Moment of Truth (FMOT) is described as the moment when a prospective customer comes in touch with a product for the first time. Businesses and marketing professionals need to keep up with this constant demand and ‘be there’ to provide customers with the information they need. We’ve also decreased our attention span, our patience waiting to get the information we want is at an all time low and instant gratification has become the norm. and dealing with the emotional needs of the customer is more important than ever over multiple touch points. Think about the number of interactions through smartphones, social media, digital marketing ads, search engines, public reviews, email campaigns, chat bots, podcast and audio apps, just to name a few. The difference is that today, the typical customer goes through multiple touch points and many more moments of truth. Today, almost forty years later, a lot has changed but the concept of Moments of Truth remains. And once customers are emotionally connected and rationally satisfied, that is when profitability would also come in.” If companies give customers’ emotive needs precedence over their hard-set agendas, customer loyalty is the consequential emotional behavior that these moments of truth would result in. Some of the examples for it can be flight delay, a damaged product or even an advice to the customer. Whether adversely or favorably, they incredibly affect companies’ relationship with customers and their perception about the brand. A company could have thousands of moments of truth in a single day. “ Moments of Truth are those interactions where customers put in a high amount of energy to reach a satisfactory outcome. The term “Moments of truth” was originally coined in 1981 by Jan Carlzon, the CEO of Scandinavian Airlines, a new concept that would completely alter the then prevailing customer service philosophy. ![]() In particular, I look at one of the newer additions to this thinking - what Google is calling the Zero Moment of Truth (ZMOT) - and how our always-on internet connections and mobile devices are driving purchase decisions as never before. In this article, I take a look at these crucial moments of truth and how we as marketers can capitalize on them. Now, we can decide through a variety of “search moments” whether the product we want to purchase is good or not regardless of what their advertising material is telling us.įor marketing professionals, each of these search moments becomes an opportunity to educate and convince the customers about the value of the product they’re about to purchase. Thanks to the Internet, we can all access any type of information about the products or services that we want in a matter of seconds. Remember when the Internet used to be nicknamed the “Information Superhighway”? That’s right. Today, the marketing and advertising spectrum has completely changed. If you had a good client base, peer-to-peer advertising (word of mouth) was also very effective as still is. Up until around twenty years ago most of the advertising that we were exposed to was limited to print, radio, TV, and some PR.
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