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Winning the
  Zero Moment of Truth




                          Sam Sebastian
Director, Gov’t & Local Markets, Google, Inc.
                                       #cmworld
Win at point of decision

According to Procter &
Gamble, shoppers make
up their minds about a
product in three to seven
seconds, just the time it
takes to note a product
on a store shelf.

This time lapse is called
(by P&G) the “First
Moment of Truth," and
it's considered the most
important marketing
opportunity for a brand.

— Wall Street Journal, 2005
                              Google Confidential and Proprietary
                                                             2
                                                       #cmworld
The traditional mental model of marketing




                                       #cmworld
The traditional mental model of marketing




                                       #cmworld
Online research forever changed the game
         Query Volume, January 2008 – January 2012




                                      Automotive             Travel
                                          +262%             +211%




                                      Real Estate    Legal Services
                                          +253%             +233%
                                                               #cmworld
Source: Google Internal Data, 2011.
Research surges in B2B industries as well
                           450
                                              Business Services & Consulting            Construction & Maintenance
                                              Energy & Utilities                        Industrial Materials & Equipment
                           400                Management & Corporate Operations         Manufacturing
                                              Office & Printing Services                Advertising & Marketing
                                              Transportation & Logistics
                           350


                           300
         Indexed Queries




                           250


                           200


                           150


                           100


                           50


                            0
                            Jan-07   Jun-07    Dec-07        Jun-08        Dec-08   May-09       Nov-09          May-10    Nov-10   May-11



                                                                                                                                    #cmworld
Source: Google Internal Data, 2011.
Offline ad exposure leads to search




                                                                                            #cmworld
Source: Google and ipsos, ―Our Mobile Planet: Understanding the Mobile Consumer, May 2012
Research is happening across devices




                                                                                                                                                     #cmworld
Source: Google Internal Data, 2011. % of each platform’s traffic shown hourly for one day. Does not indicate absolute or relative traffic volumes.
So what does all this online research mean for us?


There is a new “Moment of Truth” to optimize for.


                                                 #cmworld
The new “Four Moments” mental model




                                      #cmworld
New Primary Research
 Proves Importance of
    Zero Moment




                        #cmworld
Shoppers today are able to process an
        enormous amount of information
                                  Avg # Sources Used                                 Average Usage
                                                                                                     17%
                                                                       10.4




                        5.27
                                                                              9%




                       2010                                            2011   2010                   2011



                                                                                                            #cmworld
Source: Google/Shopper Sciences, Zero Moment of Truth Study Apr 2011
Analyzed 50+ drivers across 11 categories




                                                                       #cmworld
Source: Google/Shopper Sciences, Zero Moment of Truth Study Apr 2011
Across all categories, shoppers are using
        stimulus, ZMOT and FMOT equally




                                                                       #cmworld
Source: Google/Shopper Sciences, Zero Moment of Truth Study Apr 2011
ZMOT: Now an “equal” fourth moment




                                                                       #cmworld
Source: Google/Shopper Sciences, Zero Moment of Truth Study Apr 2011
Mobile as ZMOT
        will only grow in importance

         61%
         of smartphone users call a
         business after searching




         45%
         of all consumers use
         smartphones for in-store
         product research



                                            #cmworld
Source: Google TheMobilePlaybook.com 2012
#cmworld
Stimulus




           #cmworld
The Zero Moment of Truth




                           #cmworld
FMOT




       #cmworld
SMOT




       #cmworld
Winning the ZMOT




                   #cmworld
How to win at ZMOT:
 1   Put someone in charge

 2   Find your Zero Moments

 3   Answer the questions people are asking

 4   Optimize for ZMOT

 5   Be fast

 6   Don't forget video

 7   Jump in!


                                              #cmworld
1   Put Someone
    Put Someone
    In Charge
    in Charge




                  #cmworld
2   Find Your
    Zero Moments


             [Your Brand]           Search


             [Your Brand] Review    Search


             Best [Your Category]   Search




                                             #cmworld
3   Answer the Questions
    People are Asking




                           #cmworld
3                Answer the Questions
                         People are Asking

                                     Financial Reform
                                     Healthcare Reform

                                     Immigration Reform




                       Dec   Jan   Feb   Mar    Apr   May   Jun   Jul   Aug   Sep   Oct   Nov   Dec   Jan   Feb   Mar   Apr   May   Jun   Jul   Aug   Sep   Oct   Nov   Dec   Jan    Feb   Mar   Apr   May   Jun   Jul   Aug   Sep   Oct


                                               2007 2008                                                          2009                                                        2010




                                                                                                                                                                                                                                       #cmworld
Source: Google Internal Data. Queries on Google Search properties in the U.S Jan 2006 – Mar 2010. Both series indexed to their respective start dates.
4               Optimize
                         for ZMOT




                                                   #cmworld
Source: Nielsen Multi-Screen Lab Study, Sept ’11
4   Optimize
    for ZMOT




               #cmworld
4   Optimize
    for ZMOT




                                 Available on:
    Google search results   Google search ads    3rd Party sites (coming soon)

                                                                                 #cmworld
5   Be Fast

70%      of legal service seekers make a decision within a week.

                                > 2 months
                   1-2 months       7%
                       3%

         About 1 month
              5%



                                             Less than 1 day
                                                   25%
                    1-4 weeks
                       15%



                                                Afew days
                         About a week             25%
                             20%




                                                               #cmworld
5    Be Fast

Betty Crocker                       Kraft
June Launch                         Dec Launch
81.8K users                         9.9K users



  JUN         JUL   AUG       SEP           OCT   NOV   DEC


                    6 months = 8x the users




                                                          #cmworld
6   Don't Forget
    Video




                   #cmworld
6   Don't Forget
    Video




                   #cmworld
7   Jump in!




               #cmworld
What are in your
plans to win ZMOT?




                     Google Confidential and Proprietary
                                                   36
                                             #cmworld
Winning the Zero Moment of Truth


                   Download the new, free eBook
                          from Google




                                        Google Confidential and Proprietary
                                                                #cmworld

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“Google’s Zero Moment of Truth”

  • 1. Winning the Zero Moment of Truth Sam Sebastian Director, Gov’t & Local Markets, Google, Inc. #cmworld
  • 2. Win at point of decision According to Procter & Gamble, shoppers make up their minds about a product in three to seven seconds, just the time it takes to note a product on a store shelf. This time lapse is called (by P&G) the “First Moment of Truth," and it's considered the most important marketing opportunity for a brand. — Wall Street Journal, 2005 Google Confidential and Proprietary 2 #cmworld
  • 3. The traditional mental model of marketing #cmworld
  • 4. The traditional mental model of marketing #cmworld
  • 5. Online research forever changed the game Query Volume, January 2008 – January 2012 Automotive Travel +262% +211% Real Estate Legal Services +253% +233% #cmworld Source: Google Internal Data, 2011.
  • 6. Research surges in B2B industries as well 450 Business Services & Consulting Construction & Maintenance Energy & Utilities Industrial Materials & Equipment 400 Management & Corporate Operations Manufacturing Office & Printing Services Advertising & Marketing Transportation & Logistics 350 300 Indexed Queries 250 200 150 100 50 0 Jan-07 Jun-07 Dec-07 Jun-08 Dec-08 May-09 Nov-09 May-10 Nov-10 May-11 #cmworld Source: Google Internal Data, 2011.
  • 7. Offline ad exposure leads to search #cmworld Source: Google and ipsos, ―Our Mobile Planet: Understanding the Mobile Consumer, May 2012
  • 8. Research is happening across devices #cmworld Source: Google Internal Data, 2011. % of each platform’s traffic shown hourly for one day. Does not indicate absolute or relative traffic volumes.
  • 9. So what does all this online research mean for us? There is a new “Moment of Truth” to optimize for. #cmworld
  • 10. The new “Four Moments” mental model #cmworld
  • 11. New Primary Research Proves Importance of Zero Moment #cmworld
  • 12. Shoppers today are able to process an enormous amount of information Avg # Sources Used Average Usage 17% 10.4 5.27 9% 2010 2011 2010 2011 #cmworld Source: Google/Shopper Sciences, Zero Moment of Truth Study Apr 2011
  • 13. Analyzed 50+ drivers across 11 categories #cmworld Source: Google/Shopper Sciences, Zero Moment of Truth Study Apr 2011
  • 14. Across all categories, shoppers are using stimulus, ZMOT and FMOT equally #cmworld Source: Google/Shopper Sciences, Zero Moment of Truth Study Apr 2011
  • 15. ZMOT: Now an “equal” fourth moment #cmworld Source: Google/Shopper Sciences, Zero Moment of Truth Study Apr 2011
  • 16. Mobile as ZMOT will only grow in importance 61% of smartphone users call a business after searching 45% of all consumers use smartphones for in-store product research #cmworld Source: Google TheMobilePlaybook.com 2012
  • 18. Stimulus #cmworld
  • 19. The Zero Moment of Truth #cmworld
  • 20. FMOT #cmworld
  • 21. SMOT #cmworld
  • 22. Winning the ZMOT #cmworld
  • 23. How to win at ZMOT: 1 Put someone in charge 2 Find your Zero Moments 3 Answer the questions people are asking 4 Optimize for ZMOT 5 Be fast 6 Don't forget video 7 Jump in! #cmworld
  • 24. 1 Put Someone Put Someone In Charge in Charge #cmworld
  • 25. 2 Find Your Zero Moments [Your Brand] Search [Your Brand] Review Search Best [Your Category] Search #cmworld
  • 26. 3 Answer the Questions People are Asking #cmworld
  • 27. 3 Answer the Questions People are Asking Financial Reform Healthcare Reform Immigration Reform Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct 2007 2008 2009 2010 #cmworld Source: Google Internal Data. Queries on Google Search properties in the U.S Jan 2006 – Mar 2010. Both series indexed to their respective start dates.
  • 28. 4 Optimize for ZMOT #cmworld Source: Nielsen Multi-Screen Lab Study, Sept ’11
  • 29. 4 Optimize for ZMOT #cmworld
  • 30. 4 Optimize for ZMOT Available on: Google search results Google search ads 3rd Party sites (coming soon) #cmworld
  • 31. 5 Be Fast 70% of legal service seekers make a decision within a week. > 2 months 1-2 months 7% 3% About 1 month 5% Less than 1 day 25% 1-4 weeks 15% Afew days About a week 25% 20% #cmworld
  • 32. 5 Be Fast Betty Crocker Kraft June Launch Dec Launch 81.8K users 9.9K users JUN JUL AUG SEP OCT NOV DEC 6 months = 8x the users #cmworld
  • 33. 6 Don't Forget Video #cmworld
  • 34. 6 Don't Forget Video #cmworld
  • 35. 7 Jump in! #cmworld
  • 36. What are in your plans to win ZMOT? Google Confidential and Proprietary 36 #cmworld
  • 37. Winning the Zero Moment of Truth Download the new, free eBook from Google Google Confidential and Proprietary #cmworld

Editor's Notes

  1. Focus of Event: “Every marketer believes they are doing ‘content marketing’, but are they driving or retaining business with their content? Learn the content marketing successes and failures of brands around the world…and then leave with tangible ideas that will transform your business into a storytelling factory. Audience: “elite B2B, B2C and Small Business/Non-Profit marketers”ZMOT Connection: ZMOT is a new marketing model for reaching your audience with relevant content in the moments that matter during their decision journey. “Our customers are your customers” – you’ll see examples for both B2B and B2C
  2. In early 2000’s P&G called this the first moment of truth in a WSJ article. Remember that old phrase “look for it In your grocer’s freezer?”In that same article, they also explained P&G’s other critical decision point “The Second Moment of Truth”The concepts of FMOT and SMOT still hold true today. But there’s a new moment changing the game, the ZMOT….what we just talked about And it’s just as critical to be winning there…..
  3. This is marketing as we know it - starts with a stimulus, you make a decision at shelf and then you experience it.
  4. Today there’s a step between the stimulus and the FMOT – we take it upon ourselves to research what we want to purchase.
  5. All of these industries have been impacted by the amount of online research customers do before making a purchase.
  6. Q: How often do you use your smartphone to do a search in response to an ad you have seen in a magazine, on a poster, on TV or in a shop/business?
  7. We talked about the traditional marketing model, and how it is changing.Now we have the zero moment that comes between the stimulus and the first moment.
  8. Q2 When you were considering purchasing [PRODUCT], what sources of information did you seek out to help with your decision?Shoppers today use twice as many sources to arrive at a decision and use each source almost twice as heavily as in the pastShoppers are not replacing traditional source nodes with new source nodes. Rather, they are dramatically increasing their activity to accommodate new information.
  9. Q2 When you were considering purchasing [PRODUCT], what sources of information did you seek out to help with your decision?Base: N=5,003
  10. Q2 When you were considering purchasing [PRODUCT], what sources of information did you seek out to help with your decision?Base: N=5,003All three moments critical to the shopping process
  11. Q2 When you were considering purchasing [PRODUCT], what sources of information did you seek out to help with your decision?Base: N=5,003Searching online is the #1 source sought out to inform a purchase decision
  12. As mobile phone usage and availability proliferates, mobile is an always on ZMOT, always with you. Use it to shop and make purchases via click-to-call as well as in-store to research and check prices at other stores
  13. UPS TV AD http://www.youtube.com/watch?v=mRAHa_Po0Kg
  14. SEARCH RESULTShttp://www.google.com/search?aq=f&sourceid=chrome&ie=UTF-8&q=ups+logistics
  15. LEADS FORMhttps://forms.upsemail.com/acquisitions/us/?ebupsld=&referrer=thenewlogistics.ups.com&campaign_id=iPros_UPS-Logistics-NonBranded_1005376912
  16. ZAPPOS TESTIMONIAL http://www.youtube.com/user/ups?blend=3&ob=5#p/c/BECC19A3EA9F37B2/4/EI9ntTPN3E8
  17. In the political space, campaigns have new insights into the mood of the electorate.The best candidates understand what voters care about and connect with them in the right places.(Illustration of hot topics from 2010)
  18. Source: Nielsen Multi-Screen Lab Study, Sept ’11
  19. The +1 Button is a socially inspired endorsement gesture designed to allow users to endorse their favorite stuff, and for their contacts to see these recommendations at the moment they need it most…during a relevant search experience on Google.
  20. Betty Crocker launched a recipe gadget that had few bells and whistles but grabbed an early following. 6 months later, Kraft launched their gadget - which was much more sophisticated, had a searchable database, pretty pictures, etc.  But by the time they did, the damage was done - Betty Crocker had 8x the users as Kraft. Six months is a long time.Don’t miss out on Zero Moments of truth. You have to act fast and keep up with consumers.  
  21. http://www.youtube.com/results?search_query=commercial+jet+engines&aq=f
  22. Be relevant