Traditional moment of consumption

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We see how the purchasing process was before: first a stimulus was produced , for example seeing a pair of sports shoes in an advertisement, then the first moment of truth occurs , the consumer goes to the physical store, asks the seller about the sports shoes, tries them on and if the seller is good, and has answered all his questions, he buys the shoes.

When the buyer uses and experiences the shoes, he tells those closest to him who have similar interests and in some way “recommends” the shoes, that is, “word of mouth” occurs.


Traditional consumption model. First and second moments of truth
But let's see how this scenario changes completely with the azerbaijan phone number list emergence of the Internet in our lives.

Let's go back to the example of sneakers.

After receiving the stimulus through the TV ad, the consumer now searches for information on Google through his smartphone or tablet: “brand X” shoes”, reads comments from other buyers, watches videos on YouTube, goes to Twitter and asks “is anyone running with “brand X” shoes?”

And before you get to the first moment of truth, you've already made a decision based on everything you've found during your search.

This is called ZMOT (Zero moment of the truth) .