Winning at the zmot - A perspective on the application of Zero Moment of Truth

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A perspective on using ZMOT the Zero Moment of Truth to activate audiences -
Presentation given at the after dinner conference for Marketing Professionals.

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Winning at the zmot - A perspective on the application of Zero Moment of Truth

  1. 1. July 2014 The Frameworks Leveraging the Zero Moment Of Truth Using the Zero Moment Of Truth
  2. 2. OnurIbrahim.com @StrategyDigital P&G wanted to win at each moment of truth in a supermarket FMOT SMOT July 2014Using the Zero Moment Of Truth
  3. 3. OnurIbrahim.com @StrategyDigital 1989 2005 Inventor of Business Class Cabins (SAS) July 2014Using the Zero Moment Of Truth They took Carlzon’s work and expanded it
  4. 4. OnurIbrahim.com @StrategyDigital Today most buying decisions are pre-decided before the shelf July 2014Using the Zero Moment Of Truth …..moments of truth are more valid than ever
  5. 5. OnurIbrahim.com @StrategyDigital The customer journey has changed July 2014Using the Zero Moment Of Truth
  6. 6. OnurIbrahim.com @StrategyDigital EXPLORE “I look online and find out about Ashley” “I inspire to be like Ashley Harkleroad” “I explore the wide range Adidas products LOCATEDREAM Opportunity: lead purchase intent through aspiration Opportunity: Create product knowledge through aspiration Opportunity: Make it easy to buy Today customers evaluate a purchase before seeing it in real life Building aspiration Make it easy to engage Purchase focussed Make it easy to buy July 2014Using the Zero Moment Of Truth
  7. 7. OnurIbrahim.com @StrategyDigital 6 step plan how to win at your ZMOT 1. Quality content 2. Search Engine Optimization (SEO) 3. Inspiring positive reviews online and offline 4. Behavioral targeting across Search Marketing (SEM) - desktop & mobile 5. Publishing relevant videos 6. Interactions on social media websites July 2014Using the Zero Moment Of Truth
  8. 8. OnurIbrahim.com @StrategyDigital Proven through research Google and various agencies http://www.thinkwithgoogle.com/research-studies/2012-zmot- handbook.html http://www.thinkwithgoogle.com/collections/zero-moment-truth.html July 2014Using the Zero Moment Of Truth
  9. 9. OnurIbrahim.com @StrategyDigital Further Research ZeroMomentofTruth.com ThinkwithGoogle.com OnurIbrahim.com July 2014Using the Zero Moment Of Truth
  10. 10. Tokyo 13-1, Tsukiji 1- chome Chuo- ku Tokyo 104-8172 T/ +81 33547 2352 F/ +81 3 3547 2353 London 4th Floor Nutmeg House 60 Gainsford Street London SE1 2NY T/ +44 (0)20 3195 5220 Detroit 108 Willits Street Birmingham, MI 48009 T/ +1 248 817 897148 817 8971 Tokyo 13-1, Tsukiji 1- chome Chuo- ku Tokyo 104-8172 T/ +81 33547 2352 F/ +81 3 3547 2353 London 4th Floor Nutmeg House 60 Gainsford Street London SE1 2NY T/ +44 (0)20 3195 5220 Detroit 108 Willits Street Birmingham, MI 48009 T/ +1 248 817 897148 817 8971 Thank you

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