How can you100% track this?The reality...The reality...
Traditional mental model of marketingBrand Cart Feedback
ZMOT – Zero Moment of TruthBrand Cart FeedbackSocial Proof
Users are learning to research better...Source:Shopper SciencesIn 2011 the average shopper used 10.4 information sources to make a purchasingdecision in 2011. Up from 5.3 sources in 2010.Different sectors:Varying sources ofinformationVarying importanceof social proof.I.e. Credit cards: 8.5sources & ZMOTinfluenced 75% ofthe decision.Not many sources of information, but ZMOT is important
“People research well ahead of closure”Research CyclesDegree of influencePeriod before purchase
Use tools likeAnalyticsSEO toanalyse thedomainImprove yourIdentify need:i.e. clean upsearch resultsfor keyword XLook for goodfeedback onstrong domainsLinkbuild tothose pages foryour targetphrasesTypical process
Lets look at some results!How persuasive is your brand?