First Moment of Truth (FMOT)

The FMOT, or "First Moment of Truth," is a concept in marketing that refers to the crucial instant when a consumer makes a purchase decision after interacting with a product or service at the physical or online point of sale. It was introduced by Procter & Gamble in 2005 as a fundamental phase in the consumer buying process.

This moment occurs at the point of consumer contact with the actual product or its visual presentation, whether in a physical store, on an e-commerce website or in a catalog. At that instant, the consumer evaluates the product based on its appearance, price, availability and other relevant factors to make a decision on whether or not to buy it.

The FMOT is of great importance because it represents the crucial moment in which a brand has the opportunity to persuade the consumer and convert him/her into a customer. It is a unique opportunity to generate an emotional connection and present the unique value of the product or service in an attractive way.

For marketers, the FMOT implies the need to focus on crucial aspects such as packaging design, product display, visual content, accessibility and product availability. In addition, customer service and the overall consumer experience in this first contact are critical factors to positively impact the purchase decision.

With the evolution of e-commerce, the FMOT has also moved to the digital environment, where e-commerce websites must deliver an optimal user experience and provide the necessary information to facilitate an informed purchase decision.

In conclusion, the First Moment of Truth is a crucial moment in the consumer buying process, where brands must stand out and provide a positive experience to influence the purchase decision and convert potential consumers into satisfied customers.

The Marketing Glossary is a compendium of all the most commonly used terminology in sales strategy. Many of the concepts listed here are used when implementing a CRM system or a digital sales funnel, no matter if they are legacy systems or an online CRM. See also our blog that deals with sales techniques, marketing and sales culture.