Download - The Moments of Truth - a combined model
© Ideal Interface Ltd
The Moments of TruthHayden Sutherland
October 2013
© Ideal Interface Ltd
First and Second Moments of TruthTraditional (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
The Zero Moment of Truth (ZMOT)Online & Multi-channel model A new model shopper / buyer influence & decision
© Ideal Interface Ltd
AIDAAwarenessInterestDesireAction
© Ideal Interface Ltd
A combined model
Awareness
Interest
Desire
Action
AIDA
Stimulus
Action
Traditional
Experience
Stimulus
Action
Online / Multi-channel
Experience
FMOT
SMOT
ZMOT
© Ideal Interface Ltd
Contact Details
• Hayden Sutherland• 0780 1341955• [email protected]• www.idealinterface.co.uk
