In the initial phase, we need to stimulate visitors with a free item to acquire their contacts or following. This is followed by the research phase (zero moment of truth), the purchase phase (the first moment of truth), and the post-purchase phase (the second moment of truth).
Key elements of each stage of the buying process are outlined in the table below:
|
Stimulating Phase |
Research Phase (ZMOT) |
Purchase Phase (FMOT) |
Post-Purchase Phase (SMOT) |
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