“Google’s Zero Moment of Truth”


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Sam Sebastian, Director, Local & B2B Markets, Google Inc. Audiences initiate connections with a brand long before they make a purchase decision. These connections, which include search queries, reviews,
site visits, video views and many more interactions with content, influence whether users eventually select a brand or a competitor’s brand. Google’s Sam Sebastian will discuss research and examples about what Google calls the Zero Moment of Truth and share fresh strategies of how Brands are winning and optimizing the Zero Moment of Truth.

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  • 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
  • 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…..
  • This is marketing as we know it - starts with a stimulus, you make a decision at shelf and then you experience it.
  • Today there’s a step between the stimulus and the FMOT – we take it upon ourselves to research what we want to purchase.
  • All of these industries have been impacted by the amount of online research customers do before making a purchase.
  • 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?
  • 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.
  • 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.
  • Q2 When you were considering purchasing [PRODUCT], what sources of information did you seek out to help with your decision?Base: N=5,003
  • 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
  • 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
  • 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
  • UPS TV AD http://www.youtube.com/watch?v=mRAHa_Po0Kg
  • SEARCH RESULTShttp://www.google.com/search?aq=f&sourceid=chrome&ie=UTF-8&q=ups+logistics
  • LEADS FORMhttps://forms.upsemail.com/acquisitions/us/?ebupsld=&referrer=thenewlogistics.ups.com&campaign_id=iPros_UPS-Logistics-NonBranded_1005376912
  • ZAPPOS TESTIMONIAL http://www.youtube.com/user/ups?blend=3&ob=5#p/c/BECC19A3EA9F37B2/4/EI9ntTPN3E8
  • 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)
  • Source: Nielsen Multi-Screen Lab Study, Sept ’11
  • 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.
  • 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.  
  • http://www.youtube.com/results?search_query=commercial+jet+engines&aq=f
  • Be relevant
  • “Google’s Zero Moment of Truth”

    1. 1. Winning the Zero Moment of Truth Sam SebastianDirector, Gov’t & Local Markets, Google, Inc. #cmworld
    2. 2. Win at point of decisionAccording to Procter &Gamble, shoppers makeup their minds about aproduct in three to sevenseconds, just the time ittakes to note a producton a store shelf.This time lapse is called(by P&G) the “FirstMoment of Truth," andits considered the mostimportant marketingopportunity for a brand.— Wall Street Journal, 2005 Google Confidential and Proprietary 2 #cmworld
    3. 3. The traditional mental model of marketing #cmworld
    4. 4. The traditional mental model of marketing #cmworld
    5. 5. Online research forever changed the game Query Volume, January 2008 – January 2012 Automotive Travel +262% +211% Real Estate Legal Services +253% +233% #cmworldSource: Google Internal Data, 2011.
    6. 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 #cmworldSource: Google Internal Data, 2011.
    7. 7. Offline ad exposure leads to search #cmworldSource: Google and ipsos, ―Our Mobile Planet: Understanding the Mobile Consumer, May 2012
    8. 8. Research is happening across devices #cmworldSource: Google Internal Data, 2011. % of each platform’s traffic shown hourly for one day. Does not indicate absolute or relative traffic volumes.
    9. 9. So what does all this online research mean for us?There is a new “Moment of Truth” to optimize for. #cmworld
    10. 10. The new “Four Moments” mental model #cmworld
    11. 11. New Primary Research Proves Importance of Zero Moment #cmworld
    12. 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 #cmworldSource: Google/Shopper Sciences, Zero Moment of Truth Study Apr 2011
    13. 13. Analyzed 50+ drivers across 11 categories #cmworldSource: Google/Shopper Sciences, Zero Moment of Truth Study Apr 2011
    14. 14. Across all categories, shoppers are using stimulus, ZMOT and FMOT equally #cmworldSource: Google/Shopper Sciences, Zero Moment of Truth Study Apr 2011
    15. 15. ZMOT: Now an “equal” fourth moment #cmworldSource: Google/Shopper Sciences, Zero Moment of Truth Study Apr 2011
    16. 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 #cmworldSource: Google TheMobilePlaybook.com 2012
    17. 17. #cmworld
    18. 18. Stimulus #cmworld
    19. 19. The Zero Moment of Truth #cmworld
    20. 20. FMOT #cmworld
    21. 21. SMOT #cmworld
    22. 22. Winning the ZMOT #cmworld
    23. 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 Dont forget video 7 Jump in! #cmworld
    24. 24. 1 Put Someone Put Someone In Charge in Charge #cmworld
    25. 25. 2 Find Your Zero Moments [Your Brand] Search [Your Brand] Review Search Best [Your Category] Search #cmworld
    26. 26. 3 Answer the Questions People are Asking #cmworld
    27. 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 #cmworldSource: 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. 28. 4 Optimize for ZMOT #cmworldSource: Nielsen Multi-Screen Lab Study, Sept ’11
    29. 29. 4 Optimize for ZMOT #cmworld
    30. 30. 4 Optimize for ZMOT Available on: Google search results Google search ads 3rd Party sites (coming soon) #cmworld
    31. 31. 5 Be Fast70% 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. 32. 5 Be FastBetty Crocker KraftJune Launch Dec Launch81.8K users 9.9K users JUN JUL AUG SEP OCT NOV DEC 6 months = 8x the users #cmworld
    33. 33. 6 Dont Forget Video #cmworld
    34. 34. 6 Dont Forget Video #cmworld
    35. 35. 7 Jump in! #cmworld
    36. 36. What are in yourplans to win ZMOT? Google Confidential and Proprietary 36 #cmworld
    37. 37. Winning the Zero Moment of Truth Download the new, free eBook from Google Google Confidential and Proprietary #cmworld