Google's Zero Moment of Truth
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Google's Zero Moment of Truth

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    Google's Zero Moment of Truth Google's Zero Moment of Truth Presentation Transcript

    • The ZMOJenny OrsattiMatt Pacaud
    • The 4 Factors in PurchaseDecision:• Stimulus• First Moment of Truth• Second Moment of Truth• Zero Moment of Truth
    • Stimulus…what is it?• stim·u·lus/ˈstimyələs/A thing or event that evokes a specific functional reaction…• In marketing terms, the stimulus refers to ads that stimulate awareness and interest
    • The First Moment of Truth• The ‘In-store purchase’ on the shelf• 3 – 7 seconds is the time it takes to notice the product on the shelf
    • The Second Moment of Truth• The Experience with the product
    • The Zero Moment of Truth• Now existent between the Stimulus and First Moment of Truth• Searching for the product (SEO)• Internet plays a huge part
    • The Zero Moment of Truth• The ZMOT is the moment when you grab your phone, laptop or some other wired devise and start learning about a product, service, idea or even a person before you ever get to the point of purchase or decision. In fact:• A full 70% of Americans now look at product reviews before making a purchase and;• 83% of moms do online research after seeing TV commercials for products that interest them. • Source: http://www.marketingsavant.com/2011/08/marketing-in-the- zero-moment-of-truth/• The number of mobile searches in Google doubled in 2010 from the previous year (people are using their mobile devices in the ZMOT)
    • How to improve ZMOT:• Put someone in charge• Find your Zero Moments• Answer questions people are asking• Optimize (multiple platforms)• Optimize video
    • Questions?