Moment of Truth (marketing)

Moment of truth (MOT) in marketing, is the moment when a customer/user interacts with a brand, product or service to form or change an impression about that particular brand, product or service. In 2005 A.G. Lafley Chairman,President & CEO of Procter & Gamble coined 2 Moments of Truth i.e. first and second. Third was gradually introduced later. The market is increasingly becoming a place for enterprises to collect, evaluate and analyze customer data to determine whether they are in line with the facts. As more and more companies come to the conclusion, they cannot ignore their installation base. When launching their latest products or services, the role of marketing is changing from seasonal to year-round.

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