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The Moments of Truth - a combined model
The Moments of Truth - a combined model
The Moments of Truth - a combined model
The Moments of Truth - a combined model
The Moments of Truth - a combined model
The Moments of Truth - a combined model
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The Moments of Truth - a combined model

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An attempt to align the difference influence and experience models from both traditional and modern marketing approaches

An attempt to align the difference influence and experience models from both traditional and modern marketing approaches

Published in: Business, Spiritual
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  • 1. The Moments of Truth Hayden Sutherland October 2013 © Ideal Interface Ltd
  • 2. First and Second Moments of Truth Traditional (offline) model The First moment of truth: When a shopper decides to purchase an item (e.g. reaches for the product sitting on a supermarket shelf) The Second moment of truth: When the shopper gets the product home and starts to experience it. © Ideal Interface Ltd
  • 3. The Zero Moment of Truth (ZMOT) Online & Multi-channel model © Ideal Interface Ltd A new model shopper / buyer influence & decision
  • 4. AIDA Awareness Interest Desire Action © Ideal Interface Ltd
  • 5. A combined model AIDA Traditional Online / Multi-channel Awareness Stimulus Stimulus Interest ZMOT Desire Action Action FMOT Experience SMOT © Ideal Interface Ltd Action Experience
  • 6. Contact Details • Hayden Sutherland • 0780 1341955 • hayden@idealinterface.co.uk • www.idealinterface.co.uk © Ideal Interface Ltd

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