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ZMOT: Zero Moment of Truth

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Whether we're shopping for corn flakes, concert tickets or a honeymoon in Paris, the Internet has changed
how we decide what to buy. At Google, this online decision-making moment is called the Zero Moment of Truth -- or simply ZMOT. This presentation was adapted from Daren Tomey's presentation - and utilizes resources and information from Google's Zero Moment of Truth web site.

Published in: Business
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ZMOT: Zero Moment of Truth

  1. 1. What is ZMOT? The Zero Moment of Truth refers to all the research consumers do online before making a purchase. The internet has empowered people to know more about the product they’re going to buy, than the person selling it to them. 2
  2. 2. The Traditional Mental Model of Marketing(B2C) Stimulus First Second Moment of Moment of Truth Truth At shelf Experience In-store 3
  3. 3. How has the Internet changed the model? 4
  4. 4. The New Mental Model of Marketing Stimulus First Second Moment of Moment of Truth Truth Pre-shopping | At shelf Experience In-store | In-home In-store 5
  5. 5. ZMOT Variables 6
  6. 6. 7
  7. 7. ZMOT Sources 8
  8. 8. ZMOT Sources 9
  9. 9. How Do They Search? 10
  10. 10. ZMOT Sources 11
  11. 11. 12
  12. 12. In-store Mobile Shopping Habits 13
  13. 13. Showrooming 14
  14. 14. How ZMOT affect the New Mental Model 15
  15. 15. ZMOT is… 16
  16. 16. The New Mental Model of Marketing Stimulus First Second Moment of Moment of Truth Truth Which becomes the next person’s ZMOT 17
  17. 17. How to Win the Zero Moment of Truth 18
  18. 18. Follow Avinash’s 10/90 RuleIf you have $100 toinvest in making smartdecisions at ZMOT,you should invest $10tools and vendorservices, and theother $90 on bigbrains: people whocan analyze the data,learn from it, and passthe insights onto you. 19
  19. 19. How to WIN at ZMOT:1. Put someone in charge 20
  20. 20. How to WIN at ZMOT:2. Find Your Zero Moments 21
  21. 21. How to WIN at ZMOT:3. Answer the Questions People are Asking 22
  22. 22. How to WIN at ZMOT:4. Optimize for ZMOT In 2011, only 21% of websites were optimized for mobile 23
  23. 23. How to WIN at ZMOT:5. Be Agile 24
  24. 24. How to WIN at ZMOT:6. Don’t Forget Video 25
  25. 25. How to WIN at ZMOT:7. Start 26
  26. 26. 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 Agile 6) Add Video 7) Start 27
  27. 27. http://www.zeromomentoftruth.com http://www.dknewmedia.com @dknewmedia info@dknewmedia.com 317.456.2564 28

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