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Jeff Marder’s pertinent observation , we live in an age where pizza gets to your home before the police, we think, aptly sums up a modern marketers challenge.

Marketers traditionally have been MOT ( Moment Of Truth) ninjas.

Up till now, for them only two MOTs were applicable which were labeled imaginatively as First and Second Moment Of Truths (FMOT and SMOT). They with their customary routines had these two moments pinned down.

FMOT arrives when the shopper is standing in front of the aisle and deciding to cart your product against the competition or if she is shopping online, FMOT is that moment of marketer ecstasy when the buyer hits the pay now button.

As a marketer when your product gets selected amongst the peer group or overcomes shopping cart abandonment angst, it is your singular moment of triumph. You have scored a big win at FMOT.

Second Moment of Truth ( SMOT) arrives when the product is brought home and tested against its averred promise. If the promise is broken you have set up bad vibrations which will hitch a ride with like minded vibrations and will revisit you someday as a cacophony. However if the value is fulfilled, and your product/service delivers, you get a lifelong convert. That’s a big SMOT win.

Now the popular strategy to win at FMOT was to have creative advertising and public relations campaigns.