366 Section 3 . Choosing and Using Products A final moment is what one expert calls the Actual moments, I want-to-do moments, and I want-to-buy moments Moment of Truth (AMOT) that is focused on the period when consumers make quick decisions and when preferences between when a customer buys a product online until it is are shaped. 103 received. Developed by Amit Sharma, formerly of both Researchers Laurent Muzellece and Eamonn O' Raghallaigh Walmart and Apple, it is designed to prevent companies from may have the final word with UMOI: the Ubiquitous Moment or dropping the ball after an order is placed, keeping customers Truth, suggesting that all of the MOTs in the journey are impor- informed about the status of their order and making sugges tant and with mobile technology are merging into one synchro- tions about their future use of the product. 100 nous moment. " In today's "always on" world, marketers will How does this alphabet soup of terminology drive market- need a strategy for continually reaching out to consumers with ing strategy? For P&G, it became a rallying cry for the CEO to clear and compelling messages that meet their information needs use to focus the work of his marketing team on key points in at each point in the buying process. the consumer journey when the company could win consum- ers' business. P&G even established a Director of FMOT to lead the production of flashier, sharper in-store displays. 101 DISCUSSION QUESTIONS It also helped drive marketing investment decisions. P&G is CS 9-1 Choose four of the moments of truth. What the largest advertiser in the world with a budget of over $7 no billion. 102 A significant amount of that spend has been focused specific strategies could P&G employ in each one to increase the probability of a sale and repeat on digital advertising, the battleground for ZMOT. business? The framework also helps P&G and all marketers under- CS 9-2 For a consumer purchasing a new car, which would be stand that the path from stimulus to purchase to brand loyalty is a journey with many important signposts along the way. the first, second, and third most important moments in Google now coaches marketers to consider "micro-moments," the process? Explain your prioritization. those snippets of time when we turn to our mobile devices. CS 9-3 Do frameworks like the MOTs help marketers, or Google calls them the "I want-to-know moments, I want-to-go is this just "consultant-speak?" If you believe the approach helps, explain how.it Appeal we messages? their dest i and develop a male they seem to use? u identify which decision median price participants who read the fancy- resort version gave was $2 65, but those who got live or habitual 915 Extraneous characteristics of the choice situation can differences in influence our selections, even though they wouldn't the grocery-store version were only willing to s? Which is the if we were totally rational decision makers, Create pay 51 50. In both versions, the consumption act process for the two versions of this scenario (alternate the text you is the same, the beer is the same, and they don't see in parentheses as directed) and ask a separate consume any "atmosphere" because they drink the group of people to respond to each: beer on the beach,"How do these results compare to yours? e a major pur- ological list of onsults before you character- (Ley internal CASE STUDY P&G and the Moments of Truth-Just How Many I. and so on)? Moments Are There? most impact on As you are learning in this course, a consumer's journey 10 a buying decision has several steps and there are many Later, ex- P&G brand manager Pete Blackshaw suggested a n stereotypes. factors that influence the choices made at each point in third important moment (TMOT) when customers provide k pple what the process. P&G. the world's largest consumer prod- feedback about their purchase to the company and to friends What are their mets manufacturer. has explained this as the Moments of and family." Truck."The company started with two, added another. Remember the Star Wars "prequels"? Well, in 2011 alt-ibutes of Google introduced a prequel of sorts to this moment of of a country and other marketing experts now believe there are many Inith concept with its Zero Moment of Truth-ZMOT, This another way. more moments that marketers must consider when interact- moment is focused on the internet research that consumers ict, including ing with consumers. do before they buy, which is standard practice today for prod- ate it in terms The concept of the Moment of Truth began in the 1980s ucts of all kinds, 7MOT was born from a Google study that so on. Make with Jan Carlzon, president of Scandinavian Airlines, who found that 50 percent of shoppers used a search engine for ying only the said, "Any time a customer comes into contact with a busi- product or brand research, They also learned that for some bess, however remote, they have an opportunity to form an purchases, consumers were spending more time at the ZMOT s change as a impression." He believed that if a company managed that stage than FMOT." Convinced, P&G updated its process to interaction to a positive outcome the company would be suc. include ZMOT. FMOT. and SMOT. he or she used cessful. In 2005, former P&G CEO A.G. Laffey refocused FMOT, SMOT. TMOT. XMOT-are you keeping up? uring a recent the concept from customer service to sales, and broke the But wait-recently, marketing firm eventricity LTD added ou identify the process down into two big steps: the first moment (FMOT) (Less than Zero Moment of Truth). This is some- uploved? when the customer is looking at the product in the store, com- thing that happens in the consumer's life-a stimulus-that paring it to alternatives on the shelf. and the second (SMOT) motivates him or her to begin doing research, leading to the d for online. that occurs when the customer is using the product at home." Zero Moment w did you