In 2005 A.G. Lafley, who at the time was CEO of the world’s largest advertiser, Procter & Gamble, introduced a marketing concept he called “the moment of truth” for building brand loyalty. Soon retail brands aligned their strategies around two critical moments: 1) when a customer decides whether to purchase a product, and 2) when a customer uses the product for the first time. With the rise of new technologies like the internet and mobile, there are additional critical junctures for increasing the buying likelihood, including at the research stage. Five years ago, online review sites such as Yelp and TripAdvisor led to Google introducing the zero moment of truth, a crucial part of the buying process. Meanwhile, stats show that half of e-commerce is now done on mobile, heralding in the mobile moment of truth.