20. The Traditional Mental Model of Marketing (B2C)
19
First
Moment of
Truth
Second
Moment of
Truth
Stimulus
At shelf
In-store
Experience
21. The New Mental Model of Marketing
20
First
Moment of
Truth
Second
Moment of
Truth
Stimulus
Pre-shopping |
In-store | In-home
At shelf
In-store
Experience
The first and second moments of truth were a revelation when marketers first discovered them. It helped them focus their messaging and drove them to market more effectively by tying together messaging at the each intersection of the customer experience.
