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词条 Moment of truth (marketing)
释义

  1. Types of MOT

  2. Further reading

  3. References

{{Other uses|Moment of Truth (disambiguation)}}{{Use dmy dates|date=October 2017}}{{Orphan|date=May 2016}}Moment 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 two "Moments of Truth".[1] A third was introduced later.[2]

Types of MOT

  • First moment of truth (FMOT): When a customer is first confronted with the product, taking place either offline or online. [3] It occurs within the first 3-7 seconds of a consumer encountering the product and it is during this time that marketers have the capability of turning a browser into a buyer [4]. Procter & Gamble describe the first moment of truth as the "moment a consumer chooses a product over the other competitors offerings".[5]
  • Second moment of truth (SMOT): When a customer purchases a product and experiences its quality as per the promise of the brand.,[6][7]. There can be multiple second moment of truths for every time the product is consumed (used)[8], providing the consumer with information for future purchases and for sharing their experience with the product/service.[9]
  • 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.
  • Zero moment of truth (ZMOT) is a term coined by Google in 2011,[10] it refers to the research which is conducted 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.[11]
  • Actual moment of truth was identified by Amit Sharma, Founder & CEO of Narvar, to describe the new post-purchase experience gap created by the advent of online shopping, after a consumer has made a purchase but before they've received the product.[12]

Further reading

  • Moments of Truth by Jan Carlzon
  • Relationship Marketing and Customer Relationship Management by Annekie Brink & Adele Berndt
  • [https://books.google.cz/books?id=JU4J58bum24C Winning the Zero Moment of Truth]
  • [https://ssl.gstatic.com/think/docs/2012-zmot-handbook_research-studies.pdf ZMOT Handbook]

References

1. ^{{cite web|url=https://www.amazon.com/dp/0307381730|title=The Game-Changer: How You Can Drive Revenue and Profit Growth with Innovation|first1=A. G.|last1=Lafley|first2=Ram|last2=Charan|date=8 April 2008|publisher=Crown Business|accessdate=12 March 2018|via=Amazon}}
2. ^{{cite web|url=http://heidicohen.com/marketing-the-4-moments-of-truth-chart/|title=Marketing: The 4 Moments of Truth [Chart] - Heidi Cohen|author=|date=27 June 2013|website=heidicohen.com|accessdate=12 March 2018}}
3. ^{{cite web|last1=Hyken|first1=Shep|title=The New Moment Of Truth In Business|url=https://www.forbes.com/sites/shephyken/2016/04/09/new-moment-of-truth-in-business/#4910f14938d9|website=Forbes|accessdate=12 March 2018}}
4. ^{{cite web|title=Examples of the First Moment of Truth (FMOT) in Digital Signage|url=https://www.wirespring.com/dynamic_digital_signage_and_interactive_kiosks_journal/articles/Examples_of_the_First_Moment_of_Truth__FMOT__in_Digital_Signage-832.html|website=wirespring.com|accessdate=12 March 2018}}
5. ^{{cite web|title=Procter and Gamble 2006 Annual Report|url=https://www.pg.com/en_US/downloads/investors/annual_reports/2006/pg2006annualreport.pdf|website=pg.com|accessdate=12 March 2018}}
6. ^{{cite web|url=https://www.forbes.com/sites/onmarketing/2015/04/09/googles-micro-moment-why-its-a-game-changer-for-cmos/|title=Google's Micro-Moment: Why It's A Game Changer For CMOs|first=On|last=Marketing|date=|website=forbes.com|accessdate=12 March 2018}}
7. ^Digital Darwinism: Branding and Business Models in Jeopardy (Page 51,52) By {{Interlanguage link multi|Ralf Kreutzer|de}}, {{Interlanguage link multi|Karl-Heinz Land|de}}
8. ^{{cite journal|last1=Löfgren|first1=Martin|title=Customer satisfaction in the first and second moments of truth|journal=Journal of Product & Brand Management|date=2008|volume=17|issue=7|pages=463-474|url=https://www.emeraldinsight.com/doi/pdfplus/10.1108/10610420810916362|accessdate=15 March 2018}}
9. ^{{cite web|last1=Bosomworth|first1=Danyl|title=The consumer decision journey [Infographic]|url=https://www.smartinsights.com/marketplace-analysis/consumer-buying-behaviour/what-influences-purchase/|website=smartinsights.com|accessdate=15 March 2018}}
10. ^{{cite web|url=https://www.thinkwithgoogle.com/marketing-resources/micro-moments/zmot-why-it-matters-now-more-than-ever/|title=ZMOT: Why It Matters Now More Than Ever|author=|date=|website=Think with Google|accessdate=12 March 2018}}
11. ^{{cite web|url=https://www.thinkwithgoogle.com/research-studies/the-zero-moment-of-truth-macro-study.html|title=The Zero Moment of Truth Macro Study|author=|date=|website=Think with Google|accessdate=12 March 2018}}
12. ^{{Cite news|url=https://www.forbes.com/sites/shephyken/2016/04/09/new-moment-of-truth-in-business/#615c0d2538d9|title=The New Moment Of Truth In Business|last=Hyken|first=Shep|work=Forbes|access-date=2018-03-08|language=en}}

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