Interactive Strategies 2012: Zero Moment of Truth

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I was asked to talk about Zero Moments of truth for the Houston Internet Marketers association 2012 interactive strategies conference. The following deck is my take on how people are faced with the challenge of choice and how marketers can cut through the noise.

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  • Shopping ADD is taking over.
  • According to the British Tesco grocery chain
  • Choice seduces the modern consumer at every turn. Lattes come tall, short, skinny, decaf, flavoured, iced, spiced or frappé. Jeans come flared, bootlegged, skinny, cropped, straight, low-rise, bleach-rinsed, dark-washed or distressed. Moisturiser nourishes, lifts, smooths, revitalises, conditions, firms, refreshes and rejuvenates.
  • At 24 options customers chose to purchase less than three percent
  • 30% of consumers facing 6 choices made a choice to purchase
  • Why do we believe in spite of all evidence that finding a spot close to the door will get you out of a store quicker.It is perceptionCognitive loadJust lazy and dumbThe truth… the best parking spot is the one available. As soon as you start driving around more variables enter the equation.
  • The Traditional Mental Model of MarketingThe focus here is on B2C but the truth is you can apply these models to
  • The new mental model:
  • You won’t be ready! And they are coming.
  • Are You Where Your Customers are looking for you? Do you
  • The power of Facebook, the mobile web, search, is that we can create different kinds of content to help customers reduce cognitive load. Make the choice.
  • Interactive Strategies 2012: Zero Moment of Truth

    1. 1. 2
    2. 2. IF YOU ARE GOING TO BE A BEAR… 3
    3. 3. 4
    4. 4. www.zeromomentoftruth.com 5
    5. 5. *According to Recent Google Think Reports 6
    6. 6. Shopping ADD 7
    7. 7. Let’s talkgroceries! 8
    8. 8. 9
    9. 9. 10
    10. 10. 20 11
    11. 11. 24options 12
    12. 12. 6options 13
    13. 13. Please read “the Paradox of choice.” byBarry Schwartz.As options multiply, the effort required toobtain enough info to be able to choosebetween alternatives outweighs the benefit tothe consumer of the extra choice. “At thispoint”, writes Barry Schwartz in “The Paradoxof Choice”, “choice no longer liberates, butdebilitates. It might even be said totyrannise.” As options multiply the effort to choose goes up! 14
    14. 14. The Parking lot ParadigmInsert a photo of a parking lot here. 15
    15. 15. 16
    16. 16. Stimulus First Second Moment of Moment of Truth Truth At shelf Experience In-store
    17. 17. Stimulus First Second Moment of Moment of Truth Truth Pre-shopping | At shelf Experience In-store | In-home In-store
    18. 18. This I believe: Someone, Somewhereis looking to eat your lunch 19
    19. 19. 20
    20. 20. How to win: 21
    21. 21. From a sign at the gatesfoundation… This is myway of saying that the bestway to win the ZMOT is tofirst plan for the ZMOT. 22
    22. 22. 23
    23. 23. 24
    24. 24. 25
    25. 25. The Cocktailvs. Big Data 26
    26. 26. 91M You Must BeMobile Internetusers in the US Mobileand growing. 27
    27. 27. 28
    28. 28. The OODA Loop 29
    29. 29. 30
    30. 30. 31
    31. 31. THANK YOU!Jeremiah AndrickSM, Online Customer Acquisition@jeremiah 32

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