The Traditional Mental Model of Marketing(B2C) Stimulus First Second Moment Moment ofAtTruth shelf of Truth Experience In-store 6
The Evolving Buying Cycle
What are your moments of truth?
How Digitization has changed Traditional Stimulus
What is ZMOT?
The Importance of Winning
The New Mental Model of Marketing (B2B)Stimulus First Second Moment Moment of Truth of Truth Which becomes the next person’s ZMOT 19
Where Are They Searching?• 72% use a search engine• 49% talked with family and friends• 38% shop competitors• 36% sought information from your website• 31% read reviews online• 22% read comments following an article online• 18% became a fan/follower of a brand on social media
THE FIRST MOMENT OF TRUTH
Put Someone in ChargeMost brands have someone incharge of ads, market research,in-store displays, etc. But fewhave anyone in charge of cullinginsights from across all theseareas or addressing the ZMOT.However, Sebastian is seeingmore companies puttingsomeone in charge to addressthe strategy and budget forZMOT.
Analyze YOUR Zero MomentsBrands go further by conducting keywordanalysis and reviewing related searches todetermine what people are searching forand what the space is saying about thebrand.Brands should run three search queries: Type their brand name in Google. Then type “[company name] review.” Then type “Best [your category, e.g., photocopier].”
Answer the questions people are askingBrands should get specific and relevant in search advertising byanswering what people are asking for.
Optimize for ZMOTAdvertising on multiple platforms significantlyincreases recall and engagement. In response,brands should optimize their ads for all screens(tablets, smartphones, laptops, etc.).
Be FastWith digital marketing, brands need to be armed, ready, andmobilized to tap into the huge ZMOT opportunity. Sebastianemphasized that speed beats perfection. For example, BettyCrocker launched a recipe application and Kraft launched one sixmonths later. Because Betty Crocker was first to market, it gaineda huge leg up when it came to influencing ZMOT.
Don’t Forget VideoThe second biggest search engine after Google isYouTube. So brands should answer people’sproblems with videos (how-to, case studies,etc.).
Jump in!Test, fail, and adjust. With so much changing soquickly, brands need to jump in to be in on theleading edge.
Let’s Talk Brand LoyaltyName a brand that you are loyal to and go out of your way to use.
What Ruins Your Experience?
SMOT Happens Every Day• “During a recent trip to Australia, I literally took the plunge and tried scuba diving. The instructor offered to take some underwater photos for me. I had a great experience and when the photos arrived, I was happy to write a review. Just a few months later, a friend of mine ended up using the same dive company based on my online recommendation.” - Deborah Powsner, The Huffington Post
The New Mental Model of Marketing (B2B)Stimulus First Second Moment Moment of Truth of Truth Which becomes the next person’s ZMOT 39
How To Be Different• Treat every customer like a “regular”• Be what you want to see from a business• Take action to see results• Be the “Purple Cow”
Create Purple Cows. Be Different.
What is your Purple Cow?
Race to the Top?Race to the Bottom?
How will you race to the Top?
Focus on Enriching Lives.
Create a Positive Experience• If a marketer works hard to provide a positive experience when the customer has no choice, the benefit of the doubt that’s earned is worth far more than it costs. Redesign that form, change your attitude, adjust your fees and bend over backwards to be grateful. It’ll be rewarded.- Seth Godin
Customers Expect Simplicity
Disney Empowerment Philosophy• Fix the problem on the spot whenever possible• Report the problem and solution to supervisor• Review the situation together• Debrief and critique
Customers ExpectContinuous Improvement
Customers Want a Relationship
Customers Expect You to be Real• Quote: Customers want efficiency, but what they desperately need is validation, emotional connection, and often simply a chance to vent. At least the customers that will rave about you do.Al PittampalliMore Efficient Customer Service(Source: sixmonthmba.com)
Customers Expect You to be Real“People don’t judge you on the basis of yourmistakes — they judge you on the manner inwhich you own up to them. In my experience,most companies do a terrible job of takingblame. They lob press releases. Or theyapologize for the inconvenience. Resist thattemptation and say you’re sorry like you’reapologizing to a friend. Be good — and yourcustomers will be good right back to you.”Jason Fried(Source: 37signals.com)
Delight the Vast Majority• If you have fans or followers or customers, no matter what you do, you’ll annoy or disappoint two percent of them. And you’ll probably hear a lot more from the unhappy 2% than from the delighted 98.- Seth Godin
ZMOT Summary• What is your unit’s Stimulus?• What is your unit’s Zero Moment of Truth• What is your unit’s First Moment of Truth• What is your unit’s Second Moment of Truth