Auditing the Moments of Truth — Amati and Associates

TL;DR: Auditing the Moments of Truth

Digital technologies have fundamentally changed how consumers discover, research, and decide on purchases, emphasizing the importance of the “Moments of Truth” in marketing. These moments-Zero Moment of Truth (ZMOT), First Moment of Truth (FMOT), Second Moment of Truth (SMOT), and Ultimate Moment of Truth…