An attempt to align the difference influence and experience models from both traditional and modern marketing approaches

1. The Moments of Truth
Hayden Sutherland
October 2013
© Ideal Interface Ltd

2. First and Second Moments of Truth
Traditional (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

3. The Zero Moment of Truth (ZMOT)
Online & Multi-channel model
© Ideal Interface Ltd
A new model shopper / buyer influence & decision

4. AIDA
Awareness
Interest
Desire
Action
© Ideal Interface Ltd

5. A combined model
AIDA
Traditional
Online / Multi-channel
Awareness
Stimulus
Stimulus
Interest
ZMOT
Desire
Action
Action
FMOT
Experience SMOT
© Ideal Interface Ltd
Action
Experience

6. Contact Details
• Hayden Sutherland
• 0780 1341955
• hayden@idealinterface.co.uk
• www.idealinterface.co.uk
© Ideal Interface Ltd