Digital customer journey: “the theory of moments of truth”

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A marketing strategy must adapt to digital technology; it has become essential today! Indeed, with the advent of the internet, the consumer purchasing journey has evolved considerably: it has become more complex and ever-changing.
This is how Alan Georges Lafley, then CEO of Procter & Gamble, reconsidered the classic consumer purchasing journey by developing the theory of “moments of truth” which considers the purchasing journey of an Internet user as a succession of 4 key decision moments: ZMOT, FMOT, SMOT, TMOT.

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Why be interested in the theory of moments of truth?
digital marketing strategy

Understanding these “moments of truth” plays a key role in the success of the overall customer experience you deliver and, consequently, in the success of your overall digital marketing strategy .

Indeed, each decision-making stage leads your targets to form a favorable or unfavorable opinion of your products and services. Therefore, it is important to ensure that each of these moments of truth has a positive impact on your targets' perception of your offering.

A question is certainly crossing your mind: how to do it?

The challenge is to develop a digital strategy that allows you to satisfy your target audience at each stage of their purchasing journey with a view to gradually transforming them into prospects, customers and ambassadors for your brand.