Zero Moment Of Truth
A new influence in customer path
Agenda
Introduction

1

The Concept

2

Moment of Truth Triggers & Influence

3

Evolution & key figures

4

How to win th...
BEFORE

Customers used to watch what TV was proposing
NOW

Customers are choosing the program they want to watch
BEFORE

Inspirations use to come from store fronts, magazine, fashion show
NOW

Inspiration is coming from peers such as blogs or social media
BEFORE

Customers used to get advice in store from the sale person
NOW

Customers are getting advice in store from peer through forums,
social media discussions on their smartphone
What has changed?
Brands Notoriety

Brands messages

&

Customer opinions
Nowadays,
customer path is influenced
by brand message but also
peers’ opinions online
This new influence is the
Zero Moment Of Truth
THE CONCEPT
Traditional
Moments of Truth
New
Moment of Truth
Concept
TRIGGERS & INFLUENCES
Triggers
Triggers
Triggers
Issue 1

ZMOT is out of brands’ control
Influence

84% of the decision-makers used online sources to guide them
Issue 2

ZMOT is the most influential moment
in decision making
Word of mouth has always existed
Why ZMOT has taken so much importance?
EVOLUTION & KEY FIGURES
Customer & decision taking factors
has evolved
Information Flow

2X

Customer gets twice more info in 2012 than in 2011
Video & Generation C

Generation C:
Creation, Curation,
Connection, Community
Video & Generation C

50%

of generation C talk to their friends after watching a video
Multi devices

77%

of viewers use another device while watching TV
Mobilty Skyrocket

42%

m-users have used it at one stage of their purchasing decision
ROPO

69%

of customers are researching online and then purchasing in store
Showrooming

32%

of customers are researching in store and then buying online
Omnichannel Path
T-commerce

72%

208M

tablets will be sold by 2014

of tablet owners make purchases from their tablets on a weekly basis
Omnichannel Path

MOTS are meeting
No more path
HOW TO WIN THE ZERO
MOMENT OF TRUTH?
Show up at the right place
Go Multiscreen
Win ZMOT with
mobile& tablets
Use Affiliate Marketing to
Win Wandering Shoppers
Show up more often
Mix brand with non brand at ZMOT
Show up with the right content
Win with LCS

Loyalty

Convenience

Speed
Help customers buy
with their eyes
Build trust with answers
and social signals
Measure up
Measure Macro and
micro conversion
Join the attribution
revolution
Thank you for your attention
Feel free to reach out if you would like to discuss more about it
ZMOT : A new influence in customer path for brands to manage
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ZMOT : A new influence in customer path for brands to manage

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Internet revolution and social media empowerment have led to a huge information flow to manage by brands and customers.
Google has adapted Procter & Gamble customer path model to add another moment of truth, a crucial moment of influence on the customer path.
The zero moment of truth is the moment when the potential client will look for some information, not generated by the brands but by peers, to make a decision.

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ZMOT : A new influence in customer path for brands to manage

  1. 1. Zero Moment Of Truth A new influence in customer path
  2. 2. Agenda Introduction 1 The Concept 2 Moment of Truth Triggers & Influence 3 Evolution & key figures 4 How to win the zero moment of truth ?
  3. 3. BEFORE Customers used to watch what TV was proposing
  4. 4. NOW Customers are choosing the program they want to watch
  5. 5. BEFORE Inspirations use to come from store fronts, magazine, fashion show
  6. 6. NOW Inspiration is coming from peers such as blogs or social media
  7. 7. BEFORE Customers used to get advice in store from the sale person
  8. 8. NOW Customers are getting advice in store from peer through forums, social media discussions on their smartphone
  9. 9. What has changed?
  10. 10. Brands Notoriety Brands messages & Customer opinions
  11. 11. Nowadays, customer path is influenced by brand message but also peers’ opinions online
  12. 12. This new influence is the Zero Moment Of Truth
  13. 13. THE CONCEPT
  14. 14. Traditional Moments of Truth
  15. 15. New Moment of Truth
  16. 16. Concept
  17. 17. TRIGGERS & INFLUENCES
  18. 18. Triggers
  19. 19. Triggers
  20. 20. Triggers
  21. 21. Issue 1 ZMOT is out of brands’ control
  22. 22. Influence 84% of the decision-makers used online sources to guide them
  23. 23. Issue 2 ZMOT is the most influential moment in decision making
  24. 24. Word of mouth has always existed Why ZMOT has taken so much importance?
  25. 25. EVOLUTION & KEY FIGURES
  26. 26. Customer & decision taking factors has evolved
  27. 27. Information Flow 2X Customer gets twice more info in 2012 than in 2011
  28. 28. Video & Generation C Generation C: Creation, Curation, Connection, Community
  29. 29. Video & Generation C 50% of generation C talk to their friends after watching a video
  30. 30. Multi devices 77% of viewers use another device while watching TV
  31. 31. Mobilty Skyrocket 42% m-users have used it at one stage of their purchasing decision
  32. 32. ROPO 69% of customers are researching online and then purchasing in store
  33. 33. Showrooming 32% of customers are researching in store and then buying online
  34. 34. Omnichannel Path
  35. 35. T-commerce 72% 208M tablets will be sold by 2014 of tablet owners make purchases from their tablets on a weekly basis
  36. 36. Omnichannel Path MOTS are meeting
  37. 37. No more path
  38. 38. HOW TO WIN THE ZERO MOMENT OF TRUTH?
  39. 39. Show up at the right place
  40. 40. Go Multiscreen
  41. 41. Win ZMOT with mobile& tablets
  42. 42. Use Affiliate Marketing to Win Wandering Shoppers
  43. 43. Show up more often
  44. 44. Mix brand with non brand at ZMOT
  45. 45. Show up with the right content
  46. 46. Win with LCS Loyalty Convenience Speed
  47. 47. Help customers buy with their eyes
  48. 48. Build trust with answers and social signals
  49. 49. Measure up
  50. 50. Measure Macro and micro conversion
  51. 51. Join the attribution revolution
  52. 52. Thank you for your attention Feel free to reach out if you would like to discuss more about it

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