C3 2012 Zero Moment of Truth - Jordan Rost
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C3 2012 Zero Moment of Truth - Jordan Rost
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C3 2012 Zero Moment of Truth - Jordan Rost
- 1. #C3ny #C3ny | September 19-‐20 | New York City Winning the Zero Moment of Truth Jordan Rost Lead, Agency Business Development
- 2. #C3ny 2 Web = Life
- 3. #C3ny 3 THE ACCELERATION OF EVERYTHING 1+ billion searches every day 60 hours video uploaded every minute 1 million blog posts every day
- 4. #C3ny 4 DRAMATIC CHANGES IN THE WAY THAT PEOPLE SHOP Online Reviews Newspaper Magazine Friends Social Media Advertisements In-Store Blogs Television Radio Source: Google/Shopper Sciences, Zero Moment of Truth Macro Study, U.S., Apr 2011
- 5. #C3ny 5 THE STAKES FOR BUSINESSES ARE HIGH
- 6. #C3ny STIMULUS FIRST MOMENT OF TRUTH SECOND MOMENT OF TRUTH 6 HISTORICAL MODEL
- 7. #C3ny 7 FIRST MOMENT OF TRUTH Shoppers make up their minds about a product in three to seven seconds. Wall Street Journal, 2005
- 8. #C3ny 8
- 9. #C3ny STIMULUS FIRST MOMENT OF TRUTH SECOND MOMENT OF TRUTH 9 THE ZERO MOMENT OF TRUTH Which becomes the next person’s ZMOT
- 10. #C3ny 10 CONSUMER CHANGES DRIVE SEARCH BEHAVIOR Source: Google Internal Data, Jan 2007 – Dec 2010; US, UK, Brazil, France and Germany +95% Reviews +339% Coupons +177% Local Searches
- 11. #C3ny 11 CONSUMERS ARE MORE DISCERNING THAN EVER Source: Google Touchpoints Consumer Survey, 01/09. “Online Consumer Reviews Significantly Impact Consumer Purchasing Decisions,” Opinion Research Corporation, 06/08 83% consumers that rely on trusted places like user ratings or product review sites
- 12. #C3ny 12 THE DIGITAL SHELF
- 13. #C3ny 13 THE DIGITAL SHELF Product Price Reviews
- 14. #C3ny Hyperlocal Contextual Interest-Based Retargeting 14 WE CAN GET BETTER MESSAGES IN FRONT OF THE RIGHT CUSTOMERS
- 15. #C3ny 15 WE CAN TARGET MORE SPECIFIC AUDIENCES of customers do not purchase on the first visit97% You retargetJack leaves websiteJack visits bike website and browses latest models and prices... but your site has now established a relationship with him. with a display ad to continue to inform of new prices and new products.
- 16. #C3ny 16 CASE STUDY
- 17. #C3ny 17 A DAY IN THE LIFE OF THE MODERN CONSUMER AM commute 69% of tablet owners use game apps Wake up 35% of Android/iPhone owners use an app before getting out of bed Lunch 51% of smartphone owners search for restaurants
- 18. #C3ny 18 A DAY IN THE LIFE OF THE MODERN CONSUMER PM commute 59% of smartphone owners use mobile web while waiting Watch TV 70% of tablet owners use their devices while watching TV Bedtime 98% of all phone users use the alarm function
- 19. #C3ny 19 How to win the ZERO MOMENT OF TRUTH
- 20. #C3ny 20 1 Put someone in charge
- 21. #C3ny 21 2 Find your Zero Moments [Your Brand] Search [Your Brand] Review Search Best [Your Category] Search
- 22. #C3ny 22 3 Answer the questions people are asking
- 23. #C3ny 23 4 Optimize for the mobile ZMOT 91M Mobile Internet users in the US 21% of our top advertisers have a mobile- optimized website
- 24. #C3ny 24 5 Be fast
- 25. #C3ny 25 6 Extend with video Download this deck: goo.gl/k3cdY
- 26. #C3ny 26