Marketing: The 4 Moments of Truth [Chart]

Do you know what Marketing’s 4 Moments of Truth are?

They consist of the interactions your audience has with your products and services.

These Moments Of Truth take place in real life or in a variety of contexts based on content formats, platforms and/or devices based on needs and wants.


Regardless of the size of your marketing budget, your prospects, customers and end-users control their shopping process and product and service use based on their personal schedules, timeframes and budget.

Your prospects, customers and end-users access today’s omnichannel marketplace through different devices 24/7. work smarter to meet  wants and needs. Further, they can be up to 80% through their process before you’re aware that they’re in market.

To succeed in this often opaque process, understand these critical marketing moments of truth and the impact they have on your specific audience.