Describe the three "moments of truth" that marketers focus on when attempting to enhance customer-brand encounters.

The first moment of truth (FMOT)is the incredibly short window of three to five seconds after a shopper first encounters a product on a store shelf. In these precious moments, marketers must appeal to shoppers' senses, values, and emotions to convert them into customers.The second moment of truth (SMOT)is the actual experience a customer has with a product once he or she buys it and returns home.The Zero Moment of Truth (ZMOT)is the moment when a customer uses a digital device to begin learning about a potential purchase.