Moments of Truth are well-known concepts in the marketing world, from research (Zero Moment of Truth)… to shopping (First Moment of Truth) … to owning/using a product (Second Moment of Truth).
Now, in a recent blog post, David Berkowitz introduces one more: the Infinite Moment of Truth (IMOT), which is all about sharing the experience of any (or all) of the other Moments of Truth. Berkowitz suggests the IMOT is infinite in three ways:
- the number of people a consumer can share experiences with
- the ways they can share experiences
- and the period of time during which they can share their experiences
Each of the Moments of Truth provide their own marketing opportunities, but the Infinite Moment of Truth is the one that can harness the full power of social media and start the “moment of truth cycle” again by influencing the choice a consumer makes at the Zero moment of truth.
The consumer purchases a product, uses it, loves it, and shares this experience with their networks… and someone in their network gets to the Zero Moment of Truth and says “I will purchase.”