The Moments of Truth
Hayden Sutherland
October 2013

© Ideal Interface Ltd
First and Second Moments of Truth
Traditional (offline) model

The First moment of truth:
When a shopper decides to purcha...
The Zero Moment of Truth (ZMOT)
Online & Multi-channel model

© Ideal Interface Ltd

A new model shopper / buyer influence...
AIDA
Awareness
Interest
Desire
Action

© Ideal Interface Ltd
A combined model
AIDA

Traditional

Online / Multi-channel

Awareness

Stimulus

Stimulus

Interest

ZMOT
Desire
Action

A...
Contact Details
• Hayden Sutherland
• 0780 1341955
• hayden@idealinterface.co.uk
• www.idealinterface.co.uk

© Ideal Inter...
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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

Published in: Business, Spiritual
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The Moments of Truth - a combined model

  1. 1. The Moments of Truth Hayden Sutherland October 2013 © Ideal Interface Ltd
  2. 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. 3. The Zero Moment of Truth (ZMOT) Online & Multi-channel model © Ideal Interface Ltd A new model shopper / buyer influence & decision
  4. 4. AIDA Awareness Interest Desire Action © Ideal Interface Ltd
  5. 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. 6. Contact Details • Hayden Sutherland • 0780 1341955 • hayden@idealinterface.co.uk • www.idealinterface.co.uk © Ideal Interface Ltd

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