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Winning at the zmot - A perspective on the application of Zero Moment of Truth
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Winning at the zmot - A perspective on the application of Zero Moment of Truth

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A perspective on using ZMOT the Zero Moment of Truth to activate audiences - …

A perspective on using ZMOT the Zero Moment of Truth to activate audiences -
Presentation given at the after dinner conference for Marketing Professionals.

Published in: Marketing, Technology, Business
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  • 1. July 2014 The Frameworks Leveraging the Zero Moment Of Truth Using the Zero Moment Of Truth
  • 2. OnurIbrahim.com @StrategyDigital P&G wanted to win at each moment of truth in a supermarket FMOT SMOT July 2014Using the Zero Moment Of Truth
  • 3. OnurIbrahim.com @StrategyDigital 1989 2005 Inventor of Business Class Cabins (SAS) July 2014Using the Zero Moment Of Truth They took Carlzon’s work and expanded it
  • 4. OnurIbrahim.com @StrategyDigital Today most buying decisions are pre-decided before the shelf July 2014Using the Zero Moment Of Truth …..moments of truth are more valid than ever
  • 5. OnurIbrahim.com @StrategyDigital The customer journey has changed July 2014Using the Zero Moment Of Truth
  • 6. OnurIbrahim.com @StrategyDigital EXPLORE “I look online and find out about Ashley” “I inspire to be like Ashley Harkleroad” “I explore the wide range Adidas products LOCATEDREAM Opportunity: lead purchase intent through aspiration Opportunity: Create product knowledge through aspiration Opportunity: Make it easy to buy Today customers evaluate a purchase before seeing it in real life Building aspiration Make it easy to engage Purchase focussed Make it easy to buy July 2014Using the Zero Moment Of Truth
  • 7. OnurIbrahim.com @StrategyDigital 6 step plan how to win at your ZMOT 1. Quality content 2. Search Engine Optimization (SEO) 3. Inspiring positive reviews online and offline 4. Behavioral targeting across Search Marketing (SEM) - desktop & mobile 5. Publishing relevant videos 6. Interactions on social media websites July 2014Using the Zero Moment Of Truth
  • 8. OnurIbrahim.com @StrategyDigital Proven through research Google and various agencies http://www.thinkwithgoogle.com/research-studies/2012-zmot- handbook.html http://www.thinkwithgoogle.com/collections/zero-moment-truth.html July 2014Using the Zero Moment Of Truth
  • 9. OnurIbrahim.com @StrategyDigital Further Research ZeroMomentofTruth.com ThinkwithGoogle.com OnurIbrahim.com July 2014Using the Zero Moment Of Truth
  • 10. Tokyo 13-1, Tsukiji 1- chome Chuo- ku Tokyo 104-8172 T/ +81 33547 2352 F/ +81 3 3547 2353 London 4th Floor Nutmeg House 60 Gainsford Street London SE1 2NY T/ +44 (0)20 3195 5220 Detroit 108 Willits Street Birmingham, MI 48009 T/ +1 248 817 897148 817 8971 Tokyo 13-1, Tsukiji 1- chome Chuo- ku Tokyo 104-8172 T/ +81 33547 2352 F/ +81 3 3547 2353 London 4th Floor Nutmeg House 60 Gainsford Street London SE1 2NY T/ +44 (0)20 3195 5220 Detroit 108 Willits Street Birmingham, MI 48009 T/ +1 248 817 897148 817 8971 Thank you

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