Marketing in the Zero Moment of Truth Economy - ZMOT

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An overview of Google's Zero Moment of Truth (ZMOT) principles and how they are evolving. Ideas on how to provide content and measurement for this evolving movement.

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Marketing in the Zero Moment of Truth Economy - ZMOT

  1. 1. 1Marketing in the Zero Moment of Truth Economy Kelly Hugunin - Best Buy Dane Hartzell - Bolin Marketing
  2. 2. 2Housekeeping MN AMA Conference Hash Tag #BeyondTheBuzz Kelly Hugunin @KHugunin Dane Hartzell @ItsDane
  3. 3. 3The BookA Top Ten Marketing Book You Should Have Read.- Advertising Age www.ZeroMomentOfTruth.com
  4. 4. 4Our Perspective
  5. 5. 5
  6. 6. 6Social Media Impact on the Funnel OLD MODEL NEW MODEL Awareness Consideration Conversion Give people the tools and a story They will tell your story
  7. 7. 7The Evolving Face of Marketing Talk to Talk with Interrupting Engaging Mass One-to-one to many Tried & True Test and learn
  8. 8. 8Energized Awareness Start here… Potential Target Aware Incented Repeat Advocates Consumers Consumers Consumers Consumers …AND here.
  9. 9. 9Value of Quantity v Quality750M Impressions 25M Impressions Brieeeee: 253 followers Angel: 1,109 followers
  10. 10. 10The Moments of Truth Awareness Zero First Second Moment of Truth Moment of Truth Moment of Truth [Consideration] [Shelf] [Experience] Which becomes the next person’s zero moment of truth
  11. 11. 11The Moments of Truth Awareness Zero First Second Moment of Truth Moment of Truth Moment of Truth [Consideration] [Shelf] [Experience] Which becomes the next person’s zero moment of truth …or initial awareness trigger
  12. 12. 12The Moments of Truth Awareness Zero First Second Moment of Truth Moment of Truth Moment of Truth [Consideration] [Shelf] [Experience] Which becomes the next person’s zero moment of truth …or initial awareness trigger
  13. 13. 13ZMOT OrchestrationAWARENESS ENGAGEMENTADVOCACY LOYALTY
  14. 14. 14ZMOT Real World Challenges
  15. 15. 15QR Code Usage
  16. 16. 16Sales Associate Opportunity
  17. 17. 17Virtual Concierge
  18. 18. 18Content to Fuel ZMOT Business Challenge: Ignite Health and Fitness Category driving awareness and engagement with female consumer Solution: BlogHer ‘Inspiration to Fitness’ Program • 150+ pieces of highly relevant, engaging content in both the Blogher environment AND in the BestBuy.com environment • 27 Million Impressions = Good Awareness • Over 10K Comments = Great Engagement
  19. 19. 19ZMOT Content Benefits Business
  20. 20. 20Graco: Eliminate In-store Purchase Barriers ENGAGEMENT AWARENESS
  21. 21. 21Plan/Measure/Optimize Define The Business Objective Measure Audit And Optimize Create Baseline Execute Develop Tactics Strategies
  22. 22. 22What’s Your ZMOT Opportunity?Conversation Velocity or Share of Voice?Sentiment? AuditBoth? Create Baseline
  23. 23. 23Measure © BOLIN MARKETING 2011
  24. 24. 24Measure Baseline Laminate Wilsonart high definition Post Campaign Smart option
  25. 25. 25Questions?Kelly HuguninEmail: kelly.hugunin@gmail.comTwitter: @KHuguninDane HartzellDHartzell@BolinMarketing.comTwitter: @ItsDane

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