0
THE

IS GOING TO GET YOU
Matt Roberts
Co-founder & VP Product
Lots of years in digital

@Linkdex
Consumers Are Complicated

@Linkdex
Multiple Devices

@Linkdex
Moments Of Truth

@Linkdex
Moments Of Truth

@Linkdex
Stimulus

@Linkdex
Zero Moment Of Truth

@Linkdex
First Moment Of Truth

@Linkdex
Google Ecosystem Matters

@Linkdex
Last Click Keyword Attribution

Brand
47 %

@Linkdex

Generic
53 %
ZMOT Content
Visible

Influences

Resonates

Trusted

@Linkdex
ZMOT Content
Visible

Influences

Resonates

Trusted

@Linkdex

Sociable
Shopping At 35,000 ft

@Linkdex
General Product / Model

@Linkdex
Specific Product / Model

@Linkdex
Specific Product / Model

@Linkdex
Product Categories

@Linkdex
“Best” In Category

@Linkdex
“Best” In Category

@Linkdex
Category “Reviews”

@Linkdex
Complex Is OK

@Linkdex
Procedures, Process & Framework
Prioritize

Review

Audit

Measure

Plan

Execute

@Linkdex
Procedures, Process & Framework
Prioritize

Audit

Review

Measure

Plan

Execute

@Linkdex
ZMOT Is Dangerous &
An Opportunity
•

ZMOT Awareness

•

Content is key

•

It’s a team game

•

It needs ownership

•

Ho...
Download Both Books

@Linkdex
Free eBook

@Linkdex
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The ZMOT is going to get you

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Matt Roberts' presentation at the November Content Marketing Show 2013

Published in: Technology, Business
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  • Brands are becoming publishers of content that gets promoted and creates value.
  • Brands are becoming publishers of content that gets promoted and creates value.
  • Brands are becoming publishers of content that gets promoted and creates value.
  • Brands are becoming publishers of content that gets promoted and creates value.
  • Brands are becoming publishers of content that gets promoted and creates value.
  • Brands are becoming publishers of content that gets promoted and creates value.
  • Brands are becoming publishers of content that gets promoted and creates value.
  • Brands are becoming publishers of content that gets promoted and creates value.
  • Brands are becoming publishers of content that gets promoted and creates value.
  • Brands are becoming publishers of content that gets promoted and creates value.
  • Transcript of "The ZMOT is going to get you"

    1. 1. THE IS GOING TO GET YOU
    2. 2. Matt Roberts Co-founder & VP Product Lots of years in digital @Linkdex
    3. 3. Consumers Are Complicated @Linkdex
    4. 4. Multiple Devices @Linkdex
    5. 5. Moments Of Truth @Linkdex
    6. 6. Moments Of Truth @Linkdex
    7. 7. Stimulus @Linkdex
    8. 8. Zero Moment Of Truth @Linkdex
    9. 9. First Moment Of Truth @Linkdex
    10. 10. Google Ecosystem Matters @Linkdex
    11. 11. Last Click Keyword Attribution Brand 47 % @Linkdex Generic 53 %
    12. 12. ZMOT Content Visible Influences Resonates Trusted @Linkdex
    13. 13. ZMOT Content Visible Influences Resonates Trusted @Linkdex Sociable
    14. 14. Shopping At 35,000 ft @Linkdex
    15. 15. General Product / Model @Linkdex
    16. 16. Specific Product / Model @Linkdex
    17. 17. Specific Product / Model @Linkdex
    18. 18. Product Categories @Linkdex
    19. 19. “Best” In Category @Linkdex
    20. 20. “Best” In Category @Linkdex
    21. 21. Category “Reviews” @Linkdex
    22. 22. Complex Is OK @Linkdex
    23. 23. Procedures, Process & Framework Prioritize Review Audit Measure Plan Execute @Linkdex
    24. 24. Procedures, Process & Framework Prioritize Audit Review Measure Plan Execute @Linkdex
    25. 25. ZMOT Is Dangerous & An Opportunity • ZMOT Awareness • Content is key • It’s a team game • It needs ownership • How does it apply to you? @Linkdex = REVENUE
    26. 26. Download Both Books @Linkdex
    27. 27. Free eBook @Linkdex
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