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ZMOT : A new influence in customer path for brands to manage
ZMOT : A new influence in customer path for brands to manage
ZMOT : A new influence in customer path for brands to manage
ZMOT : A new influence in customer path for brands to manage
ZMOT : A new influence in customer path for brands to manage
ZMOT : A new influence in customer path for brands to manage
ZMOT : A new influence in customer path for brands to manage
ZMOT : A new influence in customer path for brands to manage
ZMOT : A new influence in customer path for brands to manage
ZMOT : A new influence in customer path for brands to manage
ZMOT : A new influence in customer path for brands to manage
ZMOT : A new influence in customer path for brands to manage
ZMOT : A new influence in customer path for brands to manage
ZMOT : A new influence in customer path for brands to manage
ZMOT : A new influence in customer path for brands to manage
ZMOT : A new influence in customer path for brands to manage
ZMOT : A new influence in customer path for brands to manage
ZMOT : A new influence in customer path for brands to manage
ZMOT : A new influence in customer path for brands to manage
ZMOT : A new influence in customer path for brands to manage
ZMOT : A new influence in customer path for brands to manage
ZMOT : A new influence in customer path for brands to manage
ZMOT : A new influence in customer path for brands to manage
ZMOT : A new influence in customer path for brands to manage
ZMOT : A new influence in customer path for brands to manage
ZMOT : A new influence in customer path for brands to manage
ZMOT : A new influence in customer path for brands to manage
ZMOT : A new influence in customer path for brands to manage
ZMOT : A new influence in customer path for brands to manage
ZMOT : A new influence in customer path for brands to manage
ZMOT : A new influence in customer path for brands to manage
ZMOT : A new influence in customer path for brands to manage
ZMOT : A new influence in customer path for brands to manage
ZMOT : A new influence in customer path for brands to manage
ZMOT : A new influence in customer path for brands to manage
ZMOT : A new influence in customer path for brands to manage
ZMOT : A new influence in customer path for brands to manage
ZMOT : A new influence in customer path for brands to manage
ZMOT : A new influence in customer path for brands to manage
ZMOT : A new influence in customer path for brands to manage
ZMOT : A new influence in customer path for brands to manage
ZMOT : A new influence in customer path for brands to manage
ZMOT : A new influence in customer path for brands to manage
ZMOT : A new influence in customer path for brands to manage
ZMOT : A new influence in customer path for brands to manage
ZMOT : A new influence in customer path for brands to manage
ZMOT : A new influence in customer path for brands to manage
ZMOT : A new influence in customer path for brands to manage
ZMOT : A new influence in customer path for brands to manage
ZMOT : A new influence in customer path for brands to manage
ZMOT : A new influence in customer path for brands to manage
ZMOT : A new influence in customer path for brands to manage
ZMOT : A new influence in customer path for brands to manage
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ZMOT : A new influence in customer path for brands to manage

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Internet revolution and social media empowerment have led to a huge information flow to manage by brands and customers. …

Internet revolution and social media empowerment have led to a huge information flow to manage by brands and customers.
Google has adapted Procter & Gamble customer path model to add another moment of truth, a crucial moment of influence on the customer path.
The zero moment of truth is the moment when the potential client will look for some information, not generated by the brands but by peers, to make a decision.

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Transcript

  • 1. Zero Moment Of Truth A new influence in customer path
  • 2. Agenda Introduction 1 The Concept 2 Moment of Truth Triggers & Influence 3 Evolution & key figures 4 How to win the zero moment of truth ?
  • 3. BEFORE Customers used to watch what TV was proposing
  • 4. NOW Customers are choosing the program they want to watch
  • 5. BEFORE Inspirations use to come from store fronts, magazine, fashion show
  • 6. NOW Inspiration is coming from peers such as blogs or social media
  • 7. BEFORE Customers used to get advice in store from the sale person
  • 8. NOW Customers are getting advice in store from peer through forums, social media discussions on their smartphone
  • 9. What has changed?
  • 10. Brands Notoriety Brands messages & Customer opinions
  • 11. Nowadays, customer path is influenced by brand message but also peers’ opinions online
  • 12. This new influence is the Zero Moment Of Truth
  • 13. THE CONCEPT
  • 14. Traditional Moments of Truth
  • 15. New Moment of Truth
  • 16. Concept
  • 17. TRIGGERS & INFLUENCES
  • 18. Triggers
  • 19. Triggers
  • 20. Triggers
  • 21. Issue 1 ZMOT is out of brands’ control
  • 22. Influence 84% of the decision-makers used online sources to guide them
  • 23. Issue 2 ZMOT is the most influential moment in decision making
  • 24. Word of mouth has always existed Why ZMOT has taken so much importance?
  • 25. EVOLUTION & KEY FIGURES
  • 26. Customer & decision taking factors has evolved
  • 27. Information Flow 2X Customer gets twice more info in 2012 than in 2011
  • 28. Video & Generation C Generation C: Creation, Curation, Connection, Community
  • 29. Video & Generation C 50% of generation C talk to their friends after watching a video
  • 30. Multi devices 77% of viewers use another device while watching TV
  • 31. Mobilty Skyrocket 42% m-users have used it at one stage of their purchasing decision
  • 32. ROPO 69% of customers are researching online and then purchasing in store
  • 33. Showrooming 32% of customers are researching in store and then buying online
  • 34. Omnichannel Path
  • 35. T-commerce 72% 208M tablets will be sold by 2014 of tablet owners make purchases from their tablets on a weekly basis
  • 36. Omnichannel Path MOTS are meeting
  • 37. No more path
  • 38. HOW TO WIN THE ZERO MOMENT OF TRUTH?
  • 39. Show up at the right place
  • 40. Go Multiscreen
  • 41. Win ZMOT with mobile& tablets
  • 42. Use Affiliate Marketing to Win Wandering Shoppers
  • 43. Show up more often
  • 44. Mix brand with non brand at ZMOT
  • 45. Show up with the right content
  • 46. Win with LCS Loyalty Convenience Speed
  • 47. Help customers buy with their eyes
  • 48. Build trust with answers and social signals
  • 49. Measure up
  • 50. Measure Macro and micro conversion
  • 51. Join the attribution revolution
  • 52. Thank you for your attention Feel free to reach out if you would like to discuss more about it

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