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Richard Pollin   Head of New Business   UK & Ireland   September 21st, 2012Google Confidential and Proprietary
“When consumers hear about a product today, theirfirst reaction is ‘Let me search online for it.’And so they go on a journ...
CommWorld 50th Conference                            Google Confidential and Proprietary   3
CommWorld 50th Conference                            Google Confidential and Proprietary   4
Mental Models Drive Our Game                               Google Confidential and Proprietary   5
Roger Bannister and the Four Minute Mile                                    Google Confidential and Proprietary   6
Build a Great Product                        Google Confidential and Proprietary   7
Tell Your Target About It                            Google Confidential and Proprietary   8
Win at Point of DecisionAccording to Procter &Gamble, shoppers makeup their minds about aproduct in three to sevenseconds,...
The Traditional Mental Model of Marketing   Stimulus        First Moment of   Second Moment                         Truth ...
Historical “Interrupters”of Three Moment Model                            Google Confidential and Proprietary   11
The New “Four Moments” Mental Model    Stimulus                  First            Second                            Moment...
More Decisions Made BeforeEntering StoreWhere Purchase Decisions Are Made (% of Shoppers)                                 ...
New Behavior Drives a Surge in Search Volume                                                       Reviews                ...
The New Path to Purchase                                                                          78%                     ...
Consumers Are MoreDiscerning Than Ever                                                                83%                 ...
More Insights Than Ever"I Always do research.”                    44%            64%       36%          Baby    Food &    ...
More Insights Than Ever“How much influence did you research have on your purchase”     58%                            36% ...
Analyzed 50+ Drivers Across 11 Categories                                  Saw advertisements on television               ...
Across All Categories, Shoppers AreUsing Stimulus, ZMOT and FMOT EquallyAll three moments critical to the shopping process...
ZMOT: Now an “Equal” Fourth Moment     Searched online, used search engine               Searched online, used search engi...
TV? It Prompts More Action At ZMOT                                                                                        ...
Proof Point: Mobile is NOW andwill only grow in importance74%purchased due to usingtheir smartphonewhile shopping79%of use...
Word of MOT              Google Confidential and Proprietary   24
Word of MOT    Will it save me money?    Will it save me time?    Will it improve my life?                        Google C...
Word of MOT              Google Confidential and Proprietary   26
Winning the ZMOT                   Google Confidential and Proprietary   27
How to Win at ZMOT:1   Put someone in charge2   Find your Zero Moments3   Answer the questions people are asking4   Optimi...
1   Put Someone    in Charge                  Google Confidential and Proprietary   29
2   Find Your    Zero Moments                   [Your Brand]                 Search                   [Your Brand] Review ...
3   Answer the Questions    People are Asking                           Google Confidential and Proprietary   31
4   Optimize    for ZMOT    60M+ Mobile Internetusers in the UK…                     …only 21%                   of our to...
5   Be Fast              Google Confidential and Proprietary   33
6   Dont Forget    Video                   Google Confidential and Proprietary   34
7   Jump in!               Google Confidential and Proprietary   35
MOTs Next?             Google Confidential and Proprietary   36
What are in yourplans to win ZMOT?                     Google Confidential and Proprietary   37
Richard PollinHead of New BusinessUK & IrelandContact me on                 Google Confidential and Proprietary   38
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Google ZMOT presentation

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Wanneer nemen consumenten hun beslissing tegenwoordig. Online search neemt hierin een geheel eigen rol in beslag, waarop je als bedrijf ebducht moet zijn

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Transcript of "Google ZMOT presentation"

  1. 1. Richard Pollin Head of New Business UK & Ireland September 21st, 2012Google Confidential and Proprietary
  2. 2. “When consumers hear about a product today, theirfirst reaction is ‘Let me search online for it.’And so they go on a journey of discovery: about aproduct, a service, an issue or an opportunity.Today you are not behind your competition. You arenot behind the technology. You are behind yourconsumer.” Google Confidential and Proprietary 2
  3. 3. CommWorld 50th Conference Google Confidential and Proprietary 3
  4. 4. CommWorld 50th Conference Google Confidential and Proprietary 4
  5. 5. Mental Models Drive Our Game Google Confidential and Proprietary 5
  6. 6. Roger Bannister and the Four Minute Mile Google Confidential and Proprietary 6
  7. 7. Build a Great Product Google Confidential and Proprietary 7
  8. 8. Tell Your Target About It Google Confidential and Proprietary 8
  9. 9. Win at Point of DecisionAccording to Procter &Gamble, shoppers makeup their minds about aproduct in three to sevenseconds, just the time ittakes to note a producton a store shelf.This time lapse is called(by P&G) the “FirstMoment of Truth," andits considered the mostimportant marketingopportunity for a brand.— Wall Street Journal, 2005 Google Confidential and Proprietary 9
  10. 10. The Traditional Mental Model of Marketing Stimulus First Moment of Second Moment Truth of Truth Google Confidential and Proprietary 10
  11. 11. Historical “Interrupters”of Three Moment Model Google Confidential and Proprietary 11
  12. 12. The New “Four Moments” Mental Model Stimulus First Second Moment of Moment of Truth Truth Which becomes the next person’s ZMOT Google Confidential and Proprietary 12
  13. 13. More Decisions Made BeforeEntering StoreWhere Purchase Decisions Are Made (% of Shoppers) 17% 15% 15% 25% 24% 30% 40% 83% 85% 85% 75% 76% 70% 60% 2007 2008 Mid 2009 End of 2009 Early 2010 Mid 2010 2011 Before Going to the Store While Shopping in the StoreSource: Symphony IRI Economic Update, August 2010, Shoppers n = 1000, SymphonyIRI; Google Confidential and Proprietary 13FMI Economic Survey Dec 2009, IRI AttitudeLink, Shoppers n = 1340
  14. 14. New Behavior Drives a Surge in Search Volume Reviews +98% Coupons +339% Local Searches Weight Loss +177% +154%Source: Google Internal Data, Jan 2007 – Dec 2010; US, UK, Brazil, France and Germany Google Confidential and Proprietary 14
  15. 15. The New Path to Purchase 78% of US Internet users go online to search for information about products and services. 32% have posted product reviews or comments online.Sources: “Online Product Research,” Pew Research Center, September 2010 Google Confidential and Proprietary 15
  16. 16. Consumers Are MoreDiscerning Than Ever 83% Number of consumers that rely on trusted places like user ratings or product review sites (buyers read 4 to 7 reviews before feeling comfortable with a purchase)Source: Google Touchpoints Consumer Survey, 01/09. “Online Consumer Reviews Significantly Impact Consumer Purchasing Google Confidential and Proprietary 16Decisions,” Opinion Research Corporation, 06/08
  17. 17. More Insights Than Ever"I Always do research.” 44% 64% 36% Baby Food & Fashion Beverage 31% 39% Health & Consumer Beauty Electronics Google Confidential and Proprietary 17
  18. 18. More Insights Than Ever“How much influence did you research have on your purchase” 58% 36% 6% A lot Some None I’d buy this The research My research product because played a part didn’t give me any of what I found in in my decision new information my research Google Confidential and Proprietary 18
  19. 19. Analyzed 50+ Drivers Across 11 Categories Saw advertisements on television 37% Received mail at home from a brand / manufacturer 31% Saw an ad in a newspaper / newspaper insert 29% Read newspaper articles / reviews / information 28% Read magazine articles / reviews / information 27% Stimulus Looked at / read magazine advertisements 24%Read information in an email received from a brand/manufacturer 23% Noticed advertising while browsing online 22% Received mail at home from a store / retailer 22% Searched online, used online, used search engine Searched search engine 50% Talked with friends / family about the product 49% Comparison shopped products online 38% Sought information from a product brand / manufacturer website 36% Read product reviews or endorsements online 31% ZMOT Sought information from a retailer / store website 22% Read comments following an article / opinion piece online 22% Became a friend/follower/”liked” a brand 18% Looked at the product package in the store 41% Read brochure / pamphlet about the product in the store 37% Talked with a salesperson or associate in the store 33% Looked at signage / display about the product in the store 30% FMOT Talked with a customer service representative on the phone 20% Tried a sample / experienced the product in a store 19%Q2 When you were considering purchasing [PRODUCT], what sources of information did you seek out to help with your decision?Base: N=5,003 Google Confidential and Proprietary 19
  20. 20. Across All Categories, Shoppers AreUsing Stimulus, ZMOT and FMOT EquallyAll three moments critical to the shopping process. 76% 84% 77% Stimulus ZMOT FMOTQ2 When you were considering purchasing [PRODUCT], what sources of information did you seek out to help with your decision?Base: N=5,003 Google Confidential and Proprietary 20
  21. 21. ZMOT: Now an “Equal” Fourth Moment Searched online, used search engine Searched online, used search engine 50% Talked with friends / family about the product 49% Comparison shopped products online 38% Sought information from a product brand website 36% Read product reviews or endorsements online 31% Sought information from a retailer website 22% Read comments following an article opinion piece online 22% Became a friend/follower/ ”liked” a brand 18%Q2 When you were considering purchasing [PRODUCT], what sources of information did you seek out to help with your decision?Base: N=5,003 Google Confidential and Proprietary 21
  22. 22. TV? It Prompts More Action At ZMOT of Mums search on a 83% product after being exposed to a TV adQ: Have you ever seen a new brand or product advertised on TV, and then searched for more information on it later using anonline search engine? (N =721) Google Confidential and Proprietary 22Source: BabyCenter Study on Google Search, Nov 2009
  23. 23. Proof Point: Mobile is NOW andwill only grow in importance74%purchased due to usingtheir smartphonewhile shopping79%of users usesmartphonesto help shopUp to 20%of our searches onBlack Fridaywere from mobileSource: Google User Behavior Study 2010, Google Internal Data 2010 Google Confidential and Proprietary 23
  24. 24. Word of MOT Google Confidential and Proprietary 24
  25. 25. Word of MOT Will it save me money? Will it save me time? Will it improve my life? Google Confidential and Proprietary 25
  26. 26. Word of MOT Google Confidential and Proprietary 26
  27. 27. Winning the ZMOT Google Confidential and Proprietary 27
  28. 28. How to Win at ZMOT:1 Put someone in charge2 Find your Zero Moments3 Answer the questions people are asking4 Optimize for ZMOT5 Be fast6 Dont forget video7 Jump in! Google Confidential and Proprietary 28
  29. 29. 1 Put Someone in Charge Google Confidential and Proprietary 29
  30. 30. 2 Find Your Zero Moments [Your Brand] Search [Your Brand] Review Search Best [Your Category] Search Google Confidential and Proprietary 30
  31. 31. 3 Answer the Questions People are Asking Google Confidential and Proprietary 31
  32. 32. 4 Optimize for ZMOT 60M+ Mobile Internetusers in the UK… …only 21% of our top advertisers have a mobile-optimized website Google Confidential and Proprietary 32 Source: eMarketer 2011; Google Internal Data
  33. 33. 5 Be Fast Google Confidential and Proprietary 33
  34. 34. 6 Dont Forget Video Google Confidential and Proprietary 34
  35. 35. 7 Jump in! Google Confidential and Proprietary 35
  36. 36. MOTs Next? Google Confidential and Proprietary 36
  37. 37. What are in yourplans to win ZMOT? Google Confidential and Proprietary 37
  38. 38. Richard PollinHead of New BusinessUK & IrelandContact me on Google Confidential and Proprietary 38
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