Forward Marketing's Presentation of Google ZMOT

Scribblenauts 2

Scribblenauts Review 3

Mental Models Drive Our Game Google Confidential and Proprietary 4

Roger Bannister and the Four Minute Mile Google Confidential and Proprietary 5

Build a Great Product 6

Tell Your Target About It 7

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 8

The Traditional Mental Model of Marketing Stimulus First Moment of Second Moment Truth of Truth 9

Historical “Interrupters”of Three Moment Model 10

The New “Four Moments” Mental Model Stimulus First Second Moment of Moment of Truth Truth Which becomes the next person’s ZMOT 11

We asked shoppers 4 key questions:When? Purchase TimelineHow far in advance do shoppers start thinking about their purchase?What? Source UsageWhat traditional and new media sources did shoppers use to helpthem decide on their purchases?How? InfluenceHow influential were each of the sources in the ultimatedecision making?Why? Information-SeekingWhy did shoppers consult the internet? What information where they lookingfor? 12

MethodologyA quantitative review of decision making behavior across shopping,services and voting. Online shopper surveys with interactive game-like construct Fielded in March 2011 in the US Connect as close to purchase decision as possible N=5,000 Shoppers: – 500 each in Auto, Tech, Travel, Voters, Restaurant, OTC Health, CPG Grocery, CPG Beauty/Personal Care – 250 each in Credit Cards, Banking, Insurance, Investments 13

The purchase timeline varies by categoryAverage Length of Purchase Cycle Tech, Voters, Automotive, OTC Health, Finance CPGs Restaurant, CPGs 5% 5% 8% 12% 10%More than 7-12 a year before months 4-6 2-3 3% 5% 7% before months before months A month 3 weeks 4% 8% before before before 2 weeks A week 7% before 4-6 days before before 2-3 days 1% before One day 1% 2% 6% before 9-12 hours 8% before 5-8 hours before 3-4 hours 8% before 1-2 hours before Within the hour of my A few purchase moments before I purchased Q1 First, in TOTAL, how long were you thinking about [PIPE] before you actually PURCHASED it/them? Base: N=5,003 Source: Google/Shopper Sciences, Zero Moment of Truth Study Apr 2011

Shoppers today are able to process anenormous amount of informationShoppers today use twice as many sources to arrive at a decision Avg # Sources Used 10.4 5.27 2010 2011 Q2 When you were considering purchasing [PRODUCT], what sources of information did you seek out to help with your decision? Base:N=5,003 Source: Google/Shopper Sciences, Zero Moment of Truth Study Apr 2011

Moms and Dads are using even moresourcesParents separately and as a unit are using more sources than those withoutkids in the household Avg # Sources Used 14.8 13.3 11.1 7.1 Moms Dads Empty Nesters Younger No Kids Q2 When you were considering purchasing [PRODUCT], what sources of information did you seek out to help with your decision? Base:N=5,003 Source: Google/Shopper Sciences, Zero Moment of Truth Study Apr 2011

Shoppers use a range of sources,depending on type of decisionShoppers can range from using an average of 5.8 sources when choosing aRestaurant to a high of 18.2 sources used by Automobile shoppers.Average # of Sources Used by Category 18.2 14.8 14.7 10.8 11.7 9.8 10.2 8.6 8.9 7 7.35.8 y CPG Grocery Travel Health/Beaut OTC Health Banking Credit Card Automotive Restaurant Insurance Tech Investment CPG Voters Q2 When you were considering purchasing [PRODUCT], what sources of information did you seek out to help with your decision? Base:N=5,003 Source: Google/Shopper Sciences, Zero Moment of Truth Study Apr 2011

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 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 / 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 18 Source: Google/Shopper Sciences, Zero Moment of Truth Study Apr 2011

Online Search, Friends & Family Most UsedSources for Moms Saw advertisements on television Received mail at home from a brand / manufacturer Saw an ad in a newspaper / newspaper insert Read newspaper articles / reviews / information Read magazine articles / reviews / information Stimulus Looked at / read magazine advertisements Read information in an email received from a brand/manufacturer Received mail at home from a store / retailer Noticed advertising while browsing online Searched online, used used search engine Searched online, search engine 57% Talked with friends /with friendsabout aboutproducts Talked family / family the the product 59% Comparison shopped products online Sought information from a product brand / manufacturer website ZMOT Read product reviews or endorsements online Read comments following an article / opinion piece online Sought information from a retailer / store website Became a friend/follower/”liked” a brand Looked at the product package in the store Read brochure / pamphlet about the product in the store Talked with a salesperson or associate in the store Looked at signage / display about the product in the store FMOT Talked with a customer service representative on the phone Tried a sample / experienced the product in a store 19

ZMOT: Now an “Equal” Fourth Moment Searched online, used search engine Searched online, used search engine 57% Talked with friends / family about the product 59% Comparison shopped products online 46% Sought information from a product brand / manufacturer website 42% Read product reviews or endorsements online 39% Read comments following an article / opinion piece online 26% Sought information from a retailer / store website 26% Became a friend/follower/”liked” a brand 20% Q2 When you were considering purchasing [PRODUCT], what sources of information did you seek out to help with your decision? Base: N=5,003 20 Source: Google/Shopper Sciences, Zero Moment of Truth Study Apr 2011

Across All Categories, Shoppers AreUsing Stimulus, ZMOT and FMOT EquallyAll three moments critical to the shopping process. 76% 84% 77% Stimulus ZMOT FMOT Q2 When you were considering purchasing [PRODUCT], what sources of information did you seek out to help with your decision? Base: N=5,003 21 Source: Google/Shopper Sciences, Zero Moment of Truth Study Apr 2011

Sourced used by shoppers 2010 v 2011 and by industry  Stimulus  ZMOT  FMOT 70% 77% 97% 76% 97% 75% 84% 47% 79% 91% 95% 69% 76% 83% 93% 86% 81% 94% 57% 75% 89% 84% 78% 76% 34% 79% 99% 77% 89% 70% 79% 63% 72% 95% 61% 92% 99% 63% 64% 65% 67% 81%Q2 When you were considering purchasing [PRODUCT], what sources of information didinformation did you seek out to decision? your decision? Q2 When you were considering purchasing [PRODUCT], what sources of you seek out to help with your help withBase: N=5,003 Base: N=5,003 Source: Google/Shopper Sciences, Zero Moment of Truth Study Apr 2011

Influence of leading sources Net Influence – Top Sources Above Average Looked at the product package in the store 58%Talked with a salesperson or associate in the store 57% Comparison shopped products online 54% Talked with friends / family about the product 51% Searched online, used search engine 50% Sought information from a product brand / manufacturer website 40%Read brochure / pamphlet about the product in the 37% store Read product reviews or endorsements online 37% Looked at signage / display about the product in 33% the store Traditional media is Read newspaper articles / reviews / information 32% high on usage, but Read magazine articles / reviews / information 30% influence drops off Saw an ad in a newspaper / newspaper insert 27% strongly in comparison Received mail at home from a brand / 22% to retail, search and manufacturer (e.g., catalogue, brochure) Saw advertisements on television 16% word-of-mouth. Q5 We’d like you to tell us how influential each of these sources of information was to you at the time. Please select a number from 1-10 for each of the sources below where 1 is “least influential” and 10 is “most influential.” You may select any number in between 1 and 10.

Top influential sources by type2011 v. 2010 2010 Macro Study Offline Social 56% 55% Retail 51% 60%Online General 39% 31% Online Social 37% 19% Mobile 34% 16% Direct/Event 32% 24% TV/Radio 27% 14% Print/Outdoor 24% 21% Q5 We’d like you to tell us how influential each of these sources of information was to you at the time. Please select a number from 1-10 for each of the sources below where 1 is “least influential” and 10 is “most influential.” You may select any number in between 1 and 10.

Top influential sources for Moms Online comparison shopping 61% Product packaging 60% Salesperson or associate 59% Friends / family 54% Brand / manufacturer websites 45%Searched online, used search engine 43% Online Comparison Online reviews or endorsements 42% Shopping carries Read brochure / pamphlet 41% the highest net Newspaper articles / reviews 37% influence among Signage / display 36% Moms, surpassing Magazine articles / reviews 35% even Friends & Newspaper advertisement / insert 29% FamilyDirect mail from brand / manufacturer 27% Television advertisements 24% Magazine advertisements 21% Q5 We’d like you to tell us how influential each of these sources of information was to you at the time. Please select a number from 1-10 for each of the sources below where 1 is “least influential” and 10 is “most influential.” You may select any number in between 1 and 10.

ZMOT appliedCPG Grocery category Online Packaging How do I apply these Social learnings? Where should I focus? How does ZMOT apply to the in-store environment?

ZMOT applied CPG Grocery category Calls out coffee format at top Shiny, generic packaging blends into shelf background Seal speaks to bean quality Redundant, confusing Burlap look addsmessaging does authenticity not speak to quality of coffee Graphic scale denotes coffee strength/flavor QR code engages consumers and invites them to join the conversation “Before” Packaging “After” Packaging

ZMOT appliedCPG Grocery category Harnessing previous shopper reviews in store

Word of Mouth conversation is the largest post purchase behavior Mentioned it to friends/family 50% 60% Mentioned it to a co-worker 21% 24% Took a survey 13% 16% Wrote about it on a Facebook page 10% 14% Over two-thirds of Moms shared Wrote a customer review on a website 6% 8% post purchase, Wrote about it in a blog with 30% 4% 5% engaging in some Posted Tweets about it 4% form of digital 5% SMOT behavior Q7 After buying [PRODUCT], which of the following activities did you do to share your experience?Q7 After buying BLANK,N=5,003 the following activities did you do to share your experience? Base: which ofBase: N=5,003 29

Winning the ZMOT 30

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! 31

1 Put Someone Put Someone in Charge In Charge Google Confidential and Proprietary 32

2 Find Your Zero Moments [Your Brand] Search [Your Brand] Review Search Best [Your Category] Search 33

3 Answer the Questions People are Asking 34

3 Answer the Questions People are Asking 35

4 Optimize for ZMOT 91M Mobile Internetusers in the U.S… …only 21% of our top advertisers have a mobile-optimized website 36 Source: eMarketer 2011; Google Internal Data

4 Optimize for ZMOT 37

5 Be Fast Dont Be So MayoSearch Ad Colbert cant handle Miracle Whips great taste. Which side are you on? www.Facebook.com/MiracleWhipSearch Ad 38

6 Dont Forget Video 39

7 Jump in! Google Confidential and Proprietary 40

What are in yourplans to win ZMOT? Google Confidential and Proprietary 41

Watches the videos!http://www.zeromomentoftruth.com/Tom King, PresidentForward Marketingtk@forwardm.com713-449-2000 Google Confidential and Proprietary 42

Forward Marketing's Presentation of Google ZMOT

by Forward Marketing on Nov 14, 2011

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Forward Marketing’s Presentation of Google ZMOT — Presentation Transcript

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