Digital customer journey: “the theory of moments of truth”
Posted: Mon Apr 21, 2025 8:19 am
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.
This theory greatly affects the success of afghanistan mobile database marketing strategy: here's why and how to adapt it.
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.
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.
This theory greatly affects the success of afghanistan mobile database marketing strategy: here's why and how to adapt it.
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.