How to Win the Zero Moment of Truth - iCrossing and Google Webinar

Jim Lecinski Vice President, U.S. Sales & Service Chief ZMOT EvangelistGoogle Confidential and Proprietary

Scribblenauts Google Confidential and Proprietary 2

Scribblenauts Review Google Confidential and Proprietary 3

Mental Models Drive Our Game Google Confidential and Proprietary 4

Build a Great Product Google Confidential and Proprietary 5

Tell Your Target About It Google Confidential and Proprietary 6

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 7

The Traditional Mental Model of Marketing Stimulus First Moment of Second Moment Truth of Truth Google Confidential and Proprietary 8

Historical “Interrupters”of Three Moment Model Google Confidential and Proprietary 9

HaveRecession + Technology Changed the Model? Google Confidential and Proprietary 10

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 11FMI Economic Survey Dec 2009, IRI AttitudeLink, Shoppers n = 1340

Consumer Changes Drive Search Behavior +95% +339% Reviews Coupons +177% +154% Local Searches Weight LossSource: Google Internal Data, Jan 2007 – Dec 2010; US, UK, Brazil, France and Germany Google Confidential and Proprietary 12

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 13

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 14Decisions,” Opinion Research Corporation, 06/08

More Evidence Released Earlier This Year"I Always do research.” 44% 64% 36% Baby Food & Fashion Beverage 31% 39% Health & Consumer Beauty Electronics Google Confidential and Proprietary 15

More Evidence Released Earlier This Year“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 16

TV? It Prompts More Action At ZMOT 83% of Moms search on a 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 17Source: BabyCenter Study on Google Search, Nov 2009

The New “Four Moments” Mental Model Google Confidential and Proprietary 18

The New “Four Moments” Mental Model Which becomes the next person’s ZMOT Google Confidential and Proprietary 19

Primary Research Proving New Fourth Moment Google Confidential and Proprietary 20

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? Google Confidential and Proprietary 21

MethodologyA quantitative review of decision making behavior across shopping,services, and voting. • Online surveys with interactive game-like construct • Fielded in March 2011 in 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 Google Confidential and Proprietary 22

Shoppers today are able to process anenormous amount of informationShoppers today use twice as many sources to arrive at a decision and use eachsource almost twice as heavily as in the past Avg # Sources Used Average Usage 17% 10.4 5.27 9% 2010 2011 2010 2011 Q2 When you were considering purchasing [PRODUCT], what sources of information did you seek out to help with your decision? Google Confidential and Proprietary 23 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 Google Confidential and Proprietary 24Source: 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 Google Confidential and Proprietary 25 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 Google Confidential and Proprietary 26 Source: Google/Shopper Sciences, Zero Moment of Truth Study Apr 2011

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

Top influential 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) word-of-mouth. Saw advertisements on television 16% 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. Google Confidential and Proprietary 28

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. Google Confidential and Proprietary 29

How Can You Win? Google Confidential and Proprietary 30

1 Put Someone Put Someone in Charge In Charge Google Confidential and Proprietary 31

2 Find Your Zero Moments [Your Brand] Search [Your Brand] Review Search Best [Your Category] Search Google Confidential and Proprietary 32

3 Answer the Questions People are Asking Google Confidential and Proprietary 33

3 Answer the Questions People are Asking Google Confidential and Proprietary 34

4 Optimize for ZMOT 91M Mobile Internetusers in the U.S… …only 21% of our top advertisers have a mobile-optimized website Google Confidential and Proprietary 35 Source: eMarketer 2011; Google Internal Data

4 Optimize for ZMOT Google Confidential and Proprietary 36

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 Google Confidential and Proprietary 37

6 Dont Forget Video Google Confidential and Proprietary 38

Carchex.com Video Google Confidential and Proprietary 39

7 Jump in! Google Confidential and Proprietary 40

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 41

Winning the Zero Moment of Truth A FREE New eBook from Google zeromomentoftruth.com Google Confidential and Proprietary 42

Connecting in the Zero Moment of Truth What brands need to know Google Confidential and Proprietary

“We shape our tools andthen our tools shape us.” - Marshall McLuhan

The ZMOT is more complex than marketers think There are zero moments of truth along every step of the customer journey, from awareness to advocacy. Most of those moments happen off the desktop. “Where can I get “Show me how this product an accessory?” “Help me find a measure up to similar ones nearby store.” Incremental from other brands.” purchases Wayfinding Comparative shopping Awareness Consideration Purchase Ownership Advocacy “Can I get a deal on this purchase?” “Check out this great new “Help me figure out product I bought – I think you which product is right Deal seeking would love it too!” for me.” Social sharing Educational browsingCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 45

Smartphones, feature phones, tablets… Mobile devices make the ZMOT possible any time, anywhere. RFID, surface technology and interactive signage and packaging play an increasingly important part as well. Success in the ZMOT hinges on understanding the mobile opportunity and the principles of connectedness – five essential elements that create positive, real-time interactions between brand and consumer.COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 46

The Principles of Connectedness Brands that successfully leverage the zero moment of truth do so through focusing on content and user experiences that are: Visible: findable via all search channels, optimized for all desktop and mobile platforms. Useful: contextually relevant to the time, place and situation at hand. Usable: easy to navigate, consume and share on the consumer’s platform of choice. Desirable: worthy of saving, sharing, remashing and revisiting over and over again. Engaged: tangible and accessible, fostering an emotional, always-on connection between brand and consumer.COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 47

Be VisibleCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 48

Understand your mobile visibility quotient… Your website is the primary touch point in the zero moment of truth – and you can’t connect with a brand you can’t find. To maximize the opportunity, test your visibility across multiple devices, engines and platforms. Then, take steps to make that visibility better – especially on the devices that matter most to your customers (Google analytics will indicate which). Example: the same search renders very different results on different device and engines.COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 49

Understand that rank matters more than ever. A single mobile search engine result page can be as much as seven screens long – if you don’t appear high up, you might as well be invisible. As few as two natural results can appear above the fold on the first SERP and scrolling is cumbersome. Excessive scrolling makes is easy for users to lose their place.COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 50

Be willing to think outside the browser. The principal of visibility is about facilitating immediate decision making and action taking. Use mobile in the ZMOT to make the journey to the first moment of truth faster, more accessible and more successful.COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 51

Be UsableCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 52

See how your content stacks up on mobile Quality counts – whether the customer arrives at your site via mobile search, a text message or QR code, it had better be usable when they get there. Use the mobile tools at www.howtogomo.com to get mobile optimization advice specifically tailored to the purpose of your site and your campaign – e.g. lead generation, brand awareness, mCommerce, brick and mortar.COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 53

Weigh the benefits of a mobile site... A mobile site yields the best possible user experience for the broadest number of devices. If your brand has a significant percentage of feature phones or older, non-touch screen smartphones, a separate mobile site is the best decision. Slow load times, excessive pinch and zoomPrimary customerobjectives are metat first glance VS Hard to find actionable content Location oriented and features content placed at a premium. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 54

…versus a responsive design approach. Brands with a more sophisticated audience that includes a high percentage of touchscreen smartphones and tablets can support a more advanced approach. Responsive design practices can support a fluid, highly usable experience across multiple devices in a single site.COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 55

Be UsefulCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 56

Understand mobile use cases Success in the ZMOT is about content in context. Most mobile users are looking for quick and easy access to decision-making and/or way finding info. Creating the right experience for the mobile context means the difference between winning the zero moment of truth and losing it. ZMOT - ready ZMOT - challenged “Does this place have gluten free “Where’s the pizza?” closest place to “How do I get grab a slice?” there?” “Do they deliver?” “What’s today’s special?” “What’s the phone #?”COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 57

Design according to mobile needs Successful “content in context” varies according to the capabilities, needs and behavioral patterns of mobile users. Understand who your customers are and design content and experiences that will facilitate their journey. Tablets Feature Phones Smartphones• Tablet users spend • Less likely to engage in • 80% use their device significant time – up to extensive browsing for to shop in-store an hour a day – engaged comparative info • Many use their device with their device VS • Most responsive to VS to inform a purchase• Many say they bought streamlined activities that will be completed their tablet for shopping like click-to-call and in-store purposes click-to-locate • Highly responsive to• Tablet users consistently • Active users of mobile location and time out-convert smartphones email and text sensitive info for m-commerceCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 58

Be DesirableCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 59

Create share-worthy experiences… … and provide the tools to share in real time. Eradicate the barrier of place by inserting mobile triggers into digital mobile content AND real world media. Hardlinking the digital and physical worlds enables users to share the zero moment of truth with their social graph as it happens.COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 60

Be EngagedCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 61

Enrich the real-world touchpoints The ZMOT is super-powered by rich user experiences that make your brand more tangible and share worthy and customer journey more enjoyable and successful. Augmented reality, visual search and interactive digital surfaces are making these rich, digital meets physical experiences possible – understand the possibilities they present and what they mean to your brand in the zero moment of truth.COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 62

“The future is alreadyhere. It’s just not evenlydistributed yet.” - William Gibson

Rachel Pasqua Vice President, Mobile, iCrossing Rachel.pasqua@icrossing.com @RachelPasqua (Twitter)Find out more at www.icrossing.com Stay connected with iCrossing on Google+, Twitter and Facebook

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How to Win the Zero Moment of Truth - iCrossing and Google Webinar

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How to Win the Zero Moment of Truth - iCrossing and Google Webinar — Presentation Transcript