On November 15, 2011, Google and iCrossing partnered for a Webinar titled, "How to Win the Zero Moment of Truth". The Webinar was led by Jim Lecinksi, Google's Managing Director of U.S. Sales and Operations and author of Winning the Zero Moment of Truth, and Rachel Pasqua, iCrossing's Vice President of Mobile. For more information, please contact FindOut@icrossing.com.
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.
This document does not contain enough contextual information to generate an accurate summary. It appears to be a collection of tweets and headings without accompanying text.
It’s getting easier to find marketers and brands who have at least one solid case study on how Facebook has resulted in some type of uptick against their marketing KPI’s. Yet, in 2012, it seems that Twitter has been all but kicked to the back of the room as a tool we use to talk with our friends and share pictures of kittens. Yet, in a recent study, Edison Research projects that while only 10% of Americans
regularly interact with Twitter, some 89% of Americans ages 12 and up are at least familiar with the service. Another study conducted by Trendrr in March of this year found that Twitter dominates about 85% of all social media activity surrounding broadcast TV. In this session, Nate Riggs will show you why as a social network and marketing tool — Twitter will win. He’ll demonstrate why this micro-blogging market place is worthy of the investment of your time and dollars, and share strategic tips, insights and tactical tools that will help you take advantage of the serendipity of Twitter.
The document discusses why digital marketing is an opportunity ("cris-atunity") in 7 points. It argues that digital marketing is underspent, is the future, allows repairing, reusing and recycling of content, requires having a search strategy, focuses on cost per action and return on investment, facilitates interactions and transactions, and allows for creative uses of digital media. It provides examples for each point and emphasizes that digital allows unique targeting of devices, treats consumers as participants, and focuses on permission, participation, particulars and personalization.
Are you drowning in data - Graham Cooke QuBitPerformanceIN
This document discusses challenges with customer data and provides recommendations for improvement. It notes that customer data is often dispersed across different silos and lacks granular details about individual customers. It recommends tying different data sources together to get a unified view of customers. Additionally, it stresses the importance of customer segmentation to better understand different customer groups and their needs. The document also promotes using free analytics tools and testing changes to optimize websites based on data instead of subjective opinions. The overall message is that combining and analyzing customer data can provide valuable insights to improve marketing strategies and the customer experience.
Marketing in a Downturn: Think Digital presentation by Ian Fenwick to the Thai Canadian Chamber of Commerce (TCCC).
Follow me on Twitter, http://www.Twitter.com/DrIanFenwick. Or check out http://www.DigiMarketingNow.com
Why the time for digimarketing (digital marketing) is now, and how it will change marketing. The 4 P's of digimarketing.
Presented in Hanoi by Ian Fenwick (digiAindra) with Le Thuy Hanh, to launch the Vietnamese edition of DigiMarketing: The Esential Guide to New Media & Digital Marketing
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.
This document does not contain enough contextual information to generate an accurate summary. It appears to be a collection of tweets and headings without accompanying text.
It’s getting easier to find marketers and brands who have at least one solid case study on how Facebook has resulted in some type of uptick against their marketing KPI’s. Yet, in 2012, it seems that Twitter has been all but kicked to the back of the room as a tool we use to talk with our friends and share pictures of kittens. Yet, in a recent study, Edison Research projects that while only 10% of Americans
regularly interact with Twitter, some 89% of Americans ages 12 and up are at least familiar with the service. Another study conducted by Trendrr in March of this year found that Twitter dominates about 85% of all social media activity surrounding broadcast TV. In this session, Nate Riggs will show you why as a social network and marketing tool — Twitter will win. He’ll demonstrate why this micro-blogging market place is worthy of the investment of your time and dollars, and share strategic tips, insights and tactical tools that will help you take advantage of the serendipity of Twitter.
The document discusses why digital marketing is an opportunity ("cris-atunity") in 7 points. It argues that digital marketing is underspent, is the future, allows repairing, reusing and recycling of content, requires having a search strategy, focuses on cost per action and return on investment, facilitates interactions and transactions, and allows for creative uses of digital media. It provides examples for each point and emphasizes that digital allows unique targeting of devices, treats consumers as participants, and focuses on permission, participation, particulars and personalization.
Are you drowning in data - Graham Cooke QuBitPerformanceIN
This document discusses challenges with customer data and provides recommendations for improvement. It notes that customer data is often dispersed across different silos and lacks granular details about individual customers. It recommends tying different data sources together to get a unified view of customers. Additionally, it stresses the importance of customer segmentation to better understand different customer groups and their needs. The document also promotes using free analytics tools and testing changes to optimize websites based on data instead of subjective opinions. The overall message is that combining and analyzing customer data can provide valuable insights to improve marketing strategies and the customer experience.
Marketing in a Downturn: Think Digital presentation by Ian Fenwick to the Thai Canadian Chamber of Commerce (TCCC).
Follow me on Twitter, http://www.Twitter.com/DrIanFenwick. Or check out http://www.DigiMarketingNow.com
Why the time for digimarketing (digital marketing) is now, and how it will change marketing. The 4 P's of digimarketing.
Presented in Hanoi by Ian Fenwick (digiAindra) with Le Thuy Hanh, to launch the Vietnamese edition of DigiMarketing: The Esential Guide to New Media & Digital Marketing
Constructive Collaboration - How Agency and Procurement Leaders Can Collabora...iCrossing
iCrossing’s Dave Johnson spoke at the ProcureCon for Digital and Marketing Services Conference in San Antonio, TX on November 12, 2014 on “Constructive Collaboration - How Agency and Procurement Leaders Can Collaborate to Achieve Success”.
- Mobile apps have seen tremendous growth in recent years, with over 100 billion apps downloaded in 2013 alone, driven by changes in user behavior and the rise of robust app ecosystems.
- Google is well-positioned in mobile with the Google Play Store and large user base, and sees opportunity to help app developers and advertisers unlock the potential of mobile through its app promotion and monetization solutions.
- Google's mobile app solutions help advertisers acquire high-quality app users through in-app display ads, measure app install performance and user lifetime value, then remarket to those users to drive re-engagement and purchases through the app.
The last 12 months in display advertisingiCrossing
Sam Fenton-Elstone opened Display Day 2014 with this intro which includes results from our client survey and an update on the last 12 months in display advertising.
The document discusses how brands need to adapt to operating in a networked world where people consume media across multiple platforms. It introduces the concept of "connectedness" which refers to focusing on audiences, engaging in dialogue, and developing trust. It then outlines metrics that can be used to measure how connected a brand is through their visibility, usefulness, usability, desirability, and engagement. Specific data is provided on metrics for top brands like Google, Coca-Cola, and others. The document concludes by briefly discussing key stats on how people use social media platforms like Facebook, Twitter, and Foursquare.
How DMPs Make Connectedness More Personal - An iCrossing Webinar Featuring Fo...iCrossing
To build a connected brand today, interactive marketers are moving away from tactical, transactional approaches toward data-centric strategies to create competitive advantage. Through the use of a data management platform (DMP) brands can now collect, protect, model and transform data into optimized audience profiles that easily integrate into the broader marketing and advertising ecosystem. On Thursday, January 26 at 2:00pm Eastern, we explored how new technologies like data management platforms (DMPs) are transforming the way that interactive marketers apply audience data to their marketing efforts.
Improv Your Content with Comedy - Using the principles of comedy to improve y...iCrossing
This presentation was delivered by Bill Connolly, iCrossing's Content Marketing Manager and resident comedian at the Content Marketing Conference in Las Vegas, May 2015.
The document discusses automating infrastructure using configuration management tools like Chef. It provides an overview of Chef, including its architecture and key components. Chef uses cookbooks and recipes to describe infrastructure in code. Cookbooks contain attributes, recipes, and artifacts. Recipes operate with reusable resources. The Chef server stores node configuration and cookbooks. It communicates with nodes via its REST API. Nodes run Chef client which uses Ohai to discover attributes and executes recipes to ensure nodes match configurations.
Paid search involves advertising within search engine sponsored listings targeted by keywords. It is a pull medium where the customer finds the advertisement and pays on a pay-per-click model. Paid display involves advertising on websites, mobile apps, social media and video targeted using first and third party data, paying on a cost-per-thousand-impressions model. Pairing paid search and display throughout the customer funnel helps capture customers at different stages of the acquisition process. Choozle fits into a comprehensive digital strategy by providing a data management platform and demand-side platform to enable targeted advertising across channels like display, video, mobile and social using third party data with real-time reporting.
The 10 step to build a successful e-Commerce strategy document provides an overview of the key steps to building a successful e-commerce strategy. These include: (1) defining a value proposition; (2) developing a business plan; (3) integrating online and offline channels; (4) transforming internal organization; (5) evolving logistics processes; (6) implementing direct marketing; (7) establishing a commercial strategy; (8) planning product assortments; (9) creating product data sheets; and (10) focusing on user experience. The document emphasizes that e-commerce success relies more on strategic and business transformation factors rather than technological aspects alone.
Il canale digitale offre possibilità di crescita ed espansione molto rapide, ma non sempre di semplice gestione. La giusta strategia, i driver di crescita allineati alle esigenze di business, le scelte organizzative e tecnologiche giuste garantiscono un business case proficuo e solido.
Future of commerce: Understanding Southeast Asian consumers- AccentureAccenture ASEAN
Consumer packaged goods (CPG) companies must embrace digital commerce to win in an estimated US$340 billion worth of market growth in Asia Pacific.
The sales and marketing ecosystem is changing because of a new generation of consumers in Asia and pervasive digital technologies.
Our research shows that consumers in Asia are not satisfied with their purchase journeys. They seek a single platform where they can act on impulse buy decisions, get tailored product recommendations, and are always connected to their favorite brands.
CPG companies need to bridge existing gaps in consumers’ purchase journeys and provide seamless shopping experiences by building their ecommerce capabilities.
You will be creating an online information point about special diets for your final major project. This will involve investigating different restricted diets, designing recipes, testing dishes, and evaluating your work. You must follow all deadlines and show your work in progress to receive feedback. The goal is to inform others about special diets and provide recipe suggestions. You will be assessed on a modified MYP rubric focusing on the design process.
The document summarizes drilling activity and resource assessment of the Utica-Point Pleasant Shale in Ohio. It discusses how advances in drilling and hydraulic fracturing have allowed development of shale gas plays across the US. It provides background on the Utica-Point Pleasant Shale in Ohio, including its geology and estimates of recoverable gas and oil reserves based on volumetric calculations. The document aims to share information on this resource with industry while noting the preliminary nature of the reserve estimates.
This document discusses risk management practices for hedge funds. It notes that risk management approaches differ across hedge funds based on their strategies. Common risk management tools discussed include Value at Risk (VaR), stress testing, concentration limits, drawdown management, and liquidity risk monitoring. The document cautions that no single risk management approach is best and that risk measures have limitations but can still provide useful insights if used appropriately.
Raytheon Reports 2008 Third Quarter Resultsfinance12
Raytheon reported third quarter 2008 earnings. Sales increased 12% to $5.9 billion and operating income rose 19% to $680 million. Earnings per share increased 17% to $1.01. Strong bookings of $5.8 billion resulted in a backlog of $37.0 billion. Raytheon increased full-year 2008 guidance for sales, earnings per share, and return on invested capital.
Zeus Consulting offers Diwali celebration planning services to organizations between October 20th and November 3rd, including arranging hotel events, in-house parties, and events for 200-500 guests. They promise to execute client plans with perfection and help illuminate the upcoming year with memorable Diwali festivities. Potential clients can contact two representatives for details.
The document provides an overview of Emerson's financial performance and outlook. It summarizes that Emerson has a history of solid financial performance and plans to outperform the market in the challenging economic environment. It forecasts sales to decline 5-8% in 2009 but operating margins to remain strong at 15.9-16.4%. Free cash flow is expected to reach $2.7-2.5 billion, or 11-11.5% of sales.
Wanneer nemen consumenten hun beslissing tegenwoordig. Online search neemt hierin een geheel eigen rol in beslag, waarop je als bedrijf ebducht moet zijn
For six years Scott has been helping companies build digital strategies by integrating search, content, social, video and mobile platforms. At the January American Marketing Association Oregon Chapter lunch Scott explored changing consumer behavior and shared how we can connect with customers in this digital age.
Scott drives digital marketing strategies for some of the biggest advertisers in the world:
* Burger King & Seth McFarlane's Cavalcade of Cartoon Comedy
* Papa John's display ad ''Blast'' strategy
* Dunkin' Donuts How American Runs On Dunkin' Video Contest
Constructive Collaboration - How Agency and Procurement Leaders Can Collabora...iCrossing
iCrossing’s Dave Johnson spoke at the ProcureCon for Digital and Marketing Services Conference in San Antonio, TX on November 12, 2014 on “Constructive Collaboration - How Agency and Procurement Leaders Can Collaborate to Achieve Success”.
- Mobile apps have seen tremendous growth in recent years, with over 100 billion apps downloaded in 2013 alone, driven by changes in user behavior and the rise of robust app ecosystems.
- Google is well-positioned in mobile with the Google Play Store and large user base, and sees opportunity to help app developers and advertisers unlock the potential of mobile through its app promotion and monetization solutions.
- Google's mobile app solutions help advertisers acquire high-quality app users through in-app display ads, measure app install performance and user lifetime value, then remarket to those users to drive re-engagement and purchases through the app.
The last 12 months in display advertisingiCrossing
Sam Fenton-Elstone opened Display Day 2014 with this intro which includes results from our client survey and an update on the last 12 months in display advertising.
The document discusses how brands need to adapt to operating in a networked world where people consume media across multiple platforms. It introduces the concept of "connectedness" which refers to focusing on audiences, engaging in dialogue, and developing trust. It then outlines metrics that can be used to measure how connected a brand is through their visibility, usefulness, usability, desirability, and engagement. Specific data is provided on metrics for top brands like Google, Coca-Cola, and others. The document concludes by briefly discussing key stats on how people use social media platforms like Facebook, Twitter, and Foursquare.
How DMPs Make Connectedness More Personal - An iCrossing Webinar Featuring Fo...iCrossing
To build a connected brand today, interactive marketers are moving away from tactical, transactional approaches toward data-centric strategies to create competitive advantage. Through the use of a data management platform (DMP) brands can now collect, protect, model and transform data into optimized audience profiles that easily integrate into the broader marketing and advertising ecosystem. On Thursday, January 26 at 2:00pm Eastern, we explored how new technologies like data management platforms (DMPs) are transforming the way that interactive marketers apply audience data to their marketing efforts.
Improv Your Content with Comedy - Using the principles of comedy to improve y...iCrossing
This presentation was delivered by Bill Connolly, iCrossing's Content Marketing Manager and resident comedian at the Content Marketing Conference in Las Vegas, May 2015.
The document discusses automating infrastructure using configuration management tools like Chef. It provides an overview of Chef, including its architecture and key components. Chef uses cookbooks and recipes to describe infrastructure in code. Cookbooks contain attributes, recipes, and artifacts. Recipes operate with reusable resources. The Chef server stores node configuration and cookbooks. It communicates with nodes via its REST API. Nodes run Chef client which uses Ohai to discover attributes and executes recipes to ensure nodes match configurations.
Paid search involves advertising within search engine sponsored listings targeted by keywords. It is a pull medium where the customer finds the advertisement and pays on a pay-per-click model. Paid display involves advertising on websites, mobile apps, social media and video targeted using first and third party data, paying on a cost-per-thousand-impressions model. Pairing paid search and display throughout the customer funnel helps capture customers at different stages of the acquisition process. Choozle fits into a comprehensive digital strategy by providing a data management platform and demand-side platform to enable targeted advertising across channels like display, video, mobile and social using third party data with real-time reporting.
The 10 step to build a successful e-Commerce strategy document provides an overview of the key steps to building a successful e-commerce strategy. These include: (1) defining a value proposition; (2) developing a business plan; (3) integrating online and offline channels; (4) transforming internal organization; (5) evolving logistics processes; (6) implementing direct marketing; (7) establishing a commercial strategy; (8) planning product assortments; (9) creating product data sheets; and (10) focusing on user experience. The document emphasizes that e-commerce success relies more on strategic and business transformation factors rather than technological aspects alone.
Il canale digitale offre possibilità di crescita ed espansione molto rapide, ma non sempre di semplice gestione. La giusta strategia, i driver di crescita allineati alle esigenze di business, le scelte organizzative e tecnologiche giuste garantiscono un business case proficuo e solido.
Future of commerce: Understanding Southeast Asian consumers- AccentureAccenture ASEAN
Consumer packaged goods (CPG) companies must embrace digital commerce to win in an estimated US$340 billion worth of market growth in Asia Pacific.
The sales and marketing ecosystem is changing because of a new generation of consumers in Asia and pervasive digital technologies.
Our research shows that consumers in Asia are not satisfied with their purchase journeys. They seek a single platform where they can act on impulse buy decisions, get tailored product recommendations, and are always connected to their favorite brands.
CPG companies need to bridge existing gaps in consumers’ purchase journeys and provide seamless shopping experiences by building their ecommerce capabilities.
You will be creating an online information point about special diets for your final major project. This will involve investigating different restricted diets, designing recipes, testing dishes, and evaluating your work. You must follow all deadlines and show your work in progress to receive feedback. The goal is to inform others about special diets and provide recipe suggestions. You will be assessed on a modified MYP rubric focusing on the design process.
The document summarizes drilling activity and resource assessment of the Utica-Point Pleasant Shale in Ohio. It discusses how advances in drilling and hydraulic fracturing have allowed development of shale gas plays across the US. It provides background on the Utica-Point Pleasant Shale in Ohio, including its geology and estimates of recoverable gas and oil reserves based on volumetric calculations. The document aims to share information on this resource with industry while noting the preliminary nature of the reserve estimates.
This document discusses risk management practices for hedge funds. It notes that risk management approaches differ across hedge funds based on their strategies. Common risk management tools discussed include Value at Risk (VaR), stress testing, concentration limits, drawdown management, and liquidity risk monitoring. The document cautions that no single risk management approach is best and that risk measures have limitations but can still provide useful insights if used appropriately.
Raytheon Reports 2008 Third Quarter Resultsfinance12
Raytheon reported third quarter 2008 earnings. Sales increased 12% to $5.9 billion and operating income rose 19% to $680 million. Earnings per share increased 17% to $1.01. Strong bookings of $5.8 billion resulted in a backlog of $37.0 billion. Raytheon increased full-year 2008 guidance for sales, earnings per share, and return on invested capital.
Zeus Consulting offers Diwali celebration planning services to organizations between October 20th and November 3rd, including arranging hotel events, in-house parties, and events for 200-500 guests. They promise to execute client plans with perfection and help illuminate the upcoming year with memorable Diwali festivities. Potential clients can contact two representatives for details.
The document provides an overview of Emerson's financial performance and outlook. It summarizes that Emerson has a history of solid financial performance and plans to outperform the market in the challenging economic environment. It forecasts sales to decline 5-8% in 2009 but operating margins to remain strong at 15.9-16.4%. Free cash flow is expected to reach $2.7-2.5 billion, or 11-11.5% of sales.
Wanneer nemen consumenten hun beslissing tegenwoordig. Online search neemt hierin een geheel eigen rol in beslag, waarop je als bedrijf ebducht moet zijn
For six years Scott has been helping companies build digital strategies by integrating search, content, social, video and mobile platforms. At the January American Marketing Association Oregon Chapter lunch Scott explored changing consumer behavior and shared how we can connect with customers in this digital age.
Scott drives digital marketing strategies for some of the biggest advertisers in the world:
* Burger King & Seth McFarlane's Cavalcade of Cartoon Comedy
* Papa John's display ad ''Blast'' strategy
* Dunkin' Donuts How American Runs On Dunkin' Video Contest
Periscopix and Google are partnering to discuss opportunities in mobile search and performance. The presentation covers trends showing rapid growth in mobile internet and device usage, and how to optimize websites, campaigns and measurement for the mobile environment through testing, analytics and multi-channel attribution modeling. Proper implementation across search, display and mobile sites can help drive both online and offline sales and conversions.
This document discusses integrating SEO into a company's marketing strategy. It begins by emphasizing the importance of understanding a company's key business values in order to align SEO efforts properly. An example is given of a company that values maintaining its brand image. The document then discusses how to build an integrated marketing solution by connecting SEO to other marketing channels like content, social media, and paid search. The goal is to create a cohesive customer experience across all touchpoints.
The document discusses various methods for measuring the impact of search, including surveys, tracking, experiments, and modeling. It provides examples of each method, such as a survey of TV purchasers that found 52% had researched online before buying in stores. Unique phone number tracking showed search led to higher sales for ABN Amro. Geo-targeted experiments for Vodafone found search increased consideration and purchases. Econometric modeling was used to analyze the influence of search and other factors on traffic and sales for PC City.
Presentation on Adwords in a Down Economy. How Adwords marketing can help even the smallest of companies during a recession.
www.gazelleinteractive.com
This document discusses how search builds brands. It notes that search is a universal consumer behavior, with over 1 billion Google searches per day. Most consumers use search when beginning their research for major purchases like cars. The search process is personal and iterative, as consumers may start with generic searches and then move to specific brands. Search results influence consumers' perceptions of brands, and placement within results matters, with top placement linking to a brand's prominence. Search advertising can significantly increase brand recall, affinity, and intent to purchase. The document argues that brands should integrate online and offline efforts to engage consumers throughout their search journeys.
Consumers are spending more time researching purchases online before buying. A Google survey found that 53% of consumers use search engines more for research and 54% spend more time researching products online. Search engines are also the top information source for consumers. Retailers should consider search engine marketing and optimizing their websites to provide product information to reach these informed consumers.
Consumers are spending more time researching purchases online before buying. A Google survey found that 53% of consumers use search engines more for research and 54% spend more time researching products online. Search engines are also the top information source for consumers. Retailers should consider search engine marketing and optimizing their websites to provide product information to these informed consumers.
Consumers are spending more time researching purchases online before buying. A Google survey found that 53% of consumers use search engines more for research and 54% spend more time researching products online. Search engines are also the top information source for consumers. Marketers should consider how search can reach informed consumers throughout the buying cycle, ensure helpful product information online, and highlight deals and promotions.
Consumers are spending more time researching purchases online before buying. A Google survey found that 53% of consumers use search engines more for research and 54% spend more time researching products online. Search engines are also the top information source for consumers. Retailers should consider search engine marketing and optimizing their websites to provide product information to these informed consumers.
The document provides an overview of Google TV Ads, including:
- An introduction to the webinar hosts and agenda
- Examples of how companies like FragranceNet have successfully used Google TV Ads
- Best practices for creating effective TV ads, building ad schedules, determining budgets, and optimizing campaigns based on results
- Information on Google's TV ad products, reporting tools, and resources for getting started
1) Search engine usage in the US is widespread, with 75% of the population using the internet and 91% of those using search engines. Mobile search is growing rapidly.
2) Local searches and mobile searches that have a local intent are common, making up 20% and 40% of searches respectively.
3) Google maintains a dominant 83% market share over other search engines like Yahoo.
The Acceleration of Everything - Daniel Cintra, Googleel_chambers
This document discusses how digital technologies are accelerating changes in how people access information and connect with each other. It notes that the number of internet users and connected devices has grown dramatically in recent decades. Mobile technologies now allow billions of people to access the internet constantly via smartphones. The document advocates that businesses must adapt to reach customers across different platforms, especially mobile, and engage with customers through various online activities beyond just search. It also stresses the importance of measurement to understand online customer behavior and gauge the effectiveness of marketing efforts.
Wavelength USA 2012 Making The Web Work For YouWavelength
The document discusses trends in how people use the internet and provides strategies for businesses. It notes that everyone and everything is now online, consumers are highly informed when making purchases, and people use multiple screens. It recommends that businesses listen to customers, be present across different platforms and moments, coordinate campaigns, leverage user-generated content, and provide extraordinary experiences. The goal is to help businesses make the most of the online world.
Google and 180fusion The Future of Search is Now180Fusion
This document discusses emerging technologies and how to take advantage of them for marketing purposes. It covers the growth of the Internet of Things (IoT), the central role of mobile devices, and the importance of personalization. The key points are: think multi-screen by using different platforms like display and video; think locally by focusing on local mobile searches and business listings; think targeted by using remarketing and customizing ads based on user behavior and context. Partnering with companies like 180Fusion can help optimize digital marketing strategies across Google's various advertising platforms and products.
The Future of Respondent Engagement: Motivating Respondents to Participate in...Delvinia
While digital technologies have fundamentally changed the way companies can capture the voice of the customer, the challenge is to understand the underlying motivation for consumers to participate in market research in the digital age. Given this changing environment, Delvinia wanted to understand how to motivate Canadians to share their opinions. We partnered with Ryerson University and secured funding from the Canadian Federal Economic Development Agency to undertake a study using AskingCanadians, our proprietary online research community, to fundamentally understand the motivational drivers to engage consumers to participate in research. Delvinia CEO Adam Froman worked with Dr. Mary Foster, Professor of Marketing at the Ted Rogers School of Management, to look at why people participate in market research from the participant’s perspective. In this presentation, Adam shares the findings of this groundbreaking research and examples of how this knowledge can be applied to increase participation rates.
180fusion and Google - Tech Trends and the Future of Search180Fusion
This document discusses emerging technology trends and how to take advantage of them through Google's products and services. It covers the growth of the Internet of Things (IoT), the central role of mobile, and personalized experiences. Key recommendations include thinking multi-screen by using multiple Google platforms, thinking locally through local search and maps, and targeting ads precisely using personalization features. Partnering with 180Fusion and Google can allegedly help businesses increase performance metrics and profitability by taking a holistic view of their marketing strategy.
This document discusses Google's partnership with multi-channel retailers to help them compete against online-only retailers. It focuses on four key areas: mobile, where smartphones are transforming shopping; branding, with new ways YouTube and display media are engaging customers; social media like Google+; and commerce, through Google's product suite. Mobile is especially important as consumers increasingly use smartphones to research and purchase products on the go.
This seminar featured speakers for Top Floor and Google talking about how the digital marketing landscape has changed -- and how leading marketers are evolving their approach.
Similar to How to Win the Zero Moment of Truth - iCrossing and Google Webinar (20)
Managing your data: How to move from gathering data to processing and applyin...iCrossing
This document discusses how Google is well positioned for mobile apps. It notes that mobile app revenue grew significantly from 2009 to 2013 due to changes in mobile use, scale, and app ecosystems. Google's Play revenue doubled year-over-year, showing opportunity to diversify beyond ads. While over a billion apps have been downloaded, most are only used once, presenting an opportunity to improve app discovery and engagement. The document outlines Google's cross-product approach for mobile apps, including in-app display, YouTube, and search to help advertisers acquire and engage users.
This document summarizes how to make money from paid social media. It discusses fundamentals of client/agency relationships, examples of successful social campaigns, and how to keep accountants happy. It covers the buying cycle and how paid social fits in at each stage: awareness, retention, and direct response. Key advice includes thinking beyond likes to business goals, aligning channels and goals, targeting specifically, understanding the buying cycle, and experimenting with paid social to make money.
Audience-Based Search Targeting: How Google RLSA Can Work for Your BrandiCrossing
In this webinar, Ty Martin, Director of Digital Media Strategy for iCrossing, shared how brands can leverage Google’s new audience targeting method – Remarketing Lists for Search Ads (RLSA) – for an audience-based, content-driven, “always on” approach to reaching the right people, with the right message at the right moment.
Note: A video recording of the webinar is available on the Direct Marketing Association website: https://attendee.gotowebinar.com/g2wattendee/recording/3312336312168438530
Scoring Inside and Outside The Box: World Cup Insights in Search MarketingiCrossing
This document provides search marketing insights from the 2010 FIFA World Cup. It analyzes search trends for topics like travel, teams, players, merchandise and information. Fixtures and schedules were the most searched for information. Key moments like matches and results saw spikes in search volume. The document also compares countries by population, internet users, World Cup search interest and factors like Facebook penetration to determine promising marketing opportunities for the 2014 World Cup in Brazil.
Visit Wales #blogwales. Joining search, social and content togetheriCrossing
iCrossing's Travel Editor, Jeremy Head, explains how we worked with Visit Wales to raise awareness of the cultural and natural highlights of five key cities and towns in Wales among their target demographics - more mature couples, families and independent travellers. Check out the presentation from the 2013 World Travel Market to find out more...
What is the value of content marketing? How do you know if you are publishing the right type of content? iCrossing's Karen Pate and Terry Sheehan shared insights on how to measure the effectiveness of a content marketing program at the DMA 2013 Conference on October 15, 2013.
How marketing can dominate natural search iCrossing
Being more visible than your competitors is a basic requirement for success online although many marketers see it as a technical backwater. But today, marketing and PR are the key levers to beat competitors in natural search, while at the same time most marketing and PR agencies don’t understand natural search. So how can a hard working marketeer expect to achieve natural search dominance from this start-point?
This session draws on Tolkien, Google and Text Book Marketing to illustrate how you can dominate natural search by working your existing marketing.
Questions:
1. Why are marketing and natural search on a collision course?
2. How do I marshal ATL and BTL marketing to dominate natural search?
3. What is Google seeing when it looks at my website?
4. How do I influence my agency's behaviours to achieve natural search dominance?
5. What are the quick wins my marketing can do to move up search rankings?
Location-Based Marketing on Facebook - An iCrossing and west elm webinariCrossing
The document summarizes key findings from a Facebook smartphone study and provides best practices for location-based marketing on Facebook. It finds that local search and Facebook usage are popular mobile activities. It also discusses opportunities to engage local customers through hyper-local content on local Facebook pages. Finally, it offers a five-step approach for companies to pilot and optimize a local page strategy, including community guidelines, content calendars, and measurement.
The Next Round and the Last Call: Creating Connectedness with Lifestyle and P...iCrossing
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7. 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 7
8. The Traditional Mental Model of Marketing
Stimulus First Moment of Second Moment
Truth of Truth
Google Confidential and Proprietary 8
11. More Decisions Made Before
Entering Store
Where Purchase Decisions Are Made (% of Shoppers)
17% 15% 15%
25% 24% 30%
40%
83% 85% 85%
75% 76% 70%
60%
2007 2008 Mid 2009 End of 2009 Early 2010 Mid 2010 2011
Before Going to the Store While Shopping in the Store
Source: Symphony IRI Economic Update, August 2010, Shoppers n = 1000, SymphonyIRI;
Google Confidential and Proprietary 11
FMI Economic Survey Dec 2009, IRI AttitudeLink, Shoppers n = 1340
12. Consumer Changes Drive Search Behavior
+95% +339%
Reviews Coupons
+177% +154%
Local Searches Weight Loss
Source: Google Internal Data, Jan 2007 – Dec 2010; US, UK, Brazil, France and Germany Google Confidential and Proprietary 12
13. The New Path to Purchase
78%
of US Internet users go
online to search for
information about products
and services.
32%
have posted product
reviews or comments online.
Sources: “Online Product Research,” Pew Research Center, September 2010 Google Confidential and Proprietary 13
14. Consumers Are More
Discerning Than Ever
83%
Number of consumers that rely on trusted places like
user ratings or product review sites (buyers read 4 to 7
reviews before feeling comfortable with a purchase)
Source: Google Touchpoints Consumer Survey, 01/09. “Online Consumer Reviews Significantly Impact Consumer Purchasing Google Confidential and Proprietary 14
Decisions,” Opinion Research Corporation, 06/08
15. More Evidence Released Earlier This Year
"I Always do research.”
44% 64%
36% Baby
Food & Fashion
Beverage
31% 39%
Health &
Consumer
Beauty
Electronics
Google Confidential and Proprietary 15
16. More Evidence Released Earlier This Year
“How much influence did you research have on your purchase”
58% 36%
6%
A lot Some None
I’d buy this The research My research
product because played a part didn’t give me any
of what I found in in my decision new information
my research
Google Confidential and Proprietary 16
17. TV? It Prompts More Action At ZMOT
83% of Moms search on a
product after being
exposed to a TV ad
Q: Have you ever seen a new brand or product advertised on TV, and then searched for more information on it later using an
online search engine? (N =721) Google Confidential and Proprietary 17
Source: BabyCenter Study on Google Search, Nov 2009
18. The New “Four Moments” Mental Model
Google Confidential and Proprietary 18
19. The New “Four Moments” Mental Model
Which becomes the next
person’s ZMOT
Google Confidential and Proprietary 19
21. We asked shoppers 4 key questions:
When? Purchase Timeline
How far in advance do shoppers start thinking about their purchase?
What? Source Usage
What traditional and new media sources did shoppers use to help
them decide on their purchases?
How? Influence
How influential were each of the sources in the ultimate
decision making?
Why? Information-Seeking
Why did shoppers consult the internet? What information where they looking
for?
Google Confidential and Proprietary 21
22. Methodology
A quantitative review of decision making behavior across shopping,
services, and voting.
• Online surveys with interactive
game-like construct
• Fielded in March 2011 in US
• Connect as close to purchase
decision as possible
• N=5,000 Shoppers:
– 500 each in Auto, Tech, Travel, Voters,
Restaurant, OTC Health, CPG Grocery,
CPG Beauty/Personal Care
– 250 each in Credit Cards, Banking,
Insurance, Investments
Google Confidential and Proprietary 22
23. Shoppers today are able to process an
enormous amount of information
Shoppers today use twice as many sources to arrive at a decision and use each
source almost twice as heavily as in the past
Avg # Sources Used Average Usage
17%
10.4
5.27
9%
2010 2011 2010 2011
Q2 When you were considering purchasing [PRODUCT], what sources of information did you seek out to help with your
decision? Google Confidential and Proprietary 23
Base:N=5,003
Source: Google/Shopper Sciences, Zero Moment of Truth Study Apr 2011
24. Analyzed 50+ Drivers Across 11 Categories
Saw advertisements on television 37%
Received mail at home from a brand / manufacturer 31%
Saw an ad in a newspaper / newspaper insert 29%
Read newspaper articles / reviews / information 28%
Read magazine articles / reviews / information 27% Stimulus
Looked at / read magazine advertisements 24%
Read information in an email received from a brand/manufacturer 23%
Noticed advertising while browsing online 22%
Received mail at home from a store / retailer 22%
Searched online, used search engine
Searched online, used search engine 50%
Talked with friends / family about the product 49%
Comparison shopped products online 38%
Sought information from a product brand / manufacturer website 36%
Read product reviews or endorsements online 31% ZMOT
Sought information from a retailer / store website 22%
Read comments following an article / opinion piece online 22%
Became a friend/follower/”liked” a brand 18%
Looked at the product package in the store 41%
Read brochure / pamphlet about the product in the store 37%
Talked with a salesperson or associate in the store 33%
Looked at signage / display about the product in the store 30% FMOT
Talked with a customer service representative on the phone 20%
Tried a sample / experienced the product in a store 19%
Q2 When you were considering purchasing [PRODUCT], what sources of information did you seek out to help with your decision?
Base: N=5,003 Google Confidential and Proprietary 24
Source: Google/Shopper Sciences, Zero Moment of Truth Study Apr 2011
25. Across All Categories, Shoppers Are
Using Stimulus, ZMOT and FMOT Equally
All three moments critical to the shopping process.
76% 84% 77%
Stimulus ZMOT FMOT
Q2 When you were considering purchasing [PRODUCT], what sources of information did you seek out to help with your decision?
Base: N=5,003 Google Confidential and Proprietary 25
Source: Google/Shopper Sciences, Zero Moment of Truth Study Apr 2011
26. Sourced used by shoppers 2010 v 2011
and by industry
Stimulus
ZMOT
FMOT 70%
77%
97%
76%
97%
75% 84% 47% 79%
91% 95%
69% 76% 83% 93%
86% 81% 94% 57%
75% 89%
84%
78% 76% 34%
79%
99% 77% 89%
70% 79% 63%
72% 95%
61% 92%
99%
63% 64%
65% 67% 81%
Q2 When you were considering purchasing [PRODUCT], what sources of information didinformation did you seek out to decision? your decision?
Q2 When you were considering purchasing [PRODUCT], what sources of you seek out to help with your help with
Base: N=5,003 Base: N=5,003 Google Confidential and Proprietary 26
Source: Google/Shopper Sciences, Zero Moment of Truth Study Apr 2011
27. ZMOT: Now an “Equal” Fourth Moment
Searched online, used search engine
Searched online, used search engine 50%
Talked with friends / family about the product 49%
Comparison shopped products online 38%
Sought information from a product brand website 36%
Read product reviews or endorsements online 31%
Sought information from a retailer website 22%
Read comments following an article opinion piece online 22%
Became a friend/follower/ ”liked” a brand 18%
Q2 When you were considering purchasing [PRODUCT], what sources of information did you seek out to help with your decision?
Base: N=5,003 Google Confidential and Proprietary 27
Source: Google/Shopper Sciences, Zero Moment of Truth Study Apr 2011
28. Top influential sources
Net Influence – Top Sources Above Average
Looked at the product package in the store 58%
Talked with a salesperson or associate in the store 57%
Comparison shopped products online 54%
Talked with friends / family about the product 51%
Searched online, used search engine 50%
Sought information from a product brand /
manufacturer website 40%
Read brochure / pamphlet about the product in the
37%
store
Read product reviews or endorsements online 37%
Looked at signage / display about the product in 33%
the store
Traditional media is
Read newspaper articles / reviews / information 32%
high on usage, but
Read magazine articles / reviews / information 30% influence drops off
Saw an ad in a newspaper / newspaper insert 27% strongly in comparison
Received mail at home from a brand /
22%
to retail, search and
manufacturer (e.g., catalogue, brochure)
word-of-mouth.
Saw advertisements on television 16%
Q5 We’d like you to tell us how influential each of these sources of information was to you at the time. Please select a
number from 1-10 for each of the sources below where 1 is “least influential” and 10 is “most influential.” You may select
any number in between 1 and 10. Google Confidential and Proprietary 28
29. Top influential sources by type
2011 v. 2010 2010 Macro Study
Offline Social 56% 55%
Retail 51% 60%
Online General 39% 31%
Online Social 37% 19%
Mobile 34% 16%
Direct/Event 32% 24%
TV/Radio 27% 14%
Print/Outdoor 24% 21%
Q5 We’d like you to tell us how influential each of these sources of information was to you at the time. Please select a
number from 1-10 for each of the sources below where 1 is “least influential” and 10 is “most influential.” You may select
any number in between 1 and 10. Google Confidential and Proprietary 29
30. How Can You Win?
Google Confidential and Proprietary 30
31. 1 Put Someone
Put Someone
in Charge
In Charge
Google Confidential and Proprietary 31
32. 2 Find Your
Zero Moments
[Your Brand] Search
[Your Brand] Review Search
Best [Your Category] Search
Google Confidential and Proprietary 32
33. 3 Answer the Questions
People are Asking
Google Confidential and Proprietary 33
34. 3 Answer the Questions
People are Asking
Google Confidential and Proprietary 34
35. 4 Optimize
for ZMOT
91M
Mobile Internet
users in the U.S…
…only 21%
of our top advertisers have
a mobile-optimized website
Google Confidential and Proprietary 35
Source: eMarketer 2011; Google Internal Data
36. 4 Optimize
for ZMOT
Google Confidential and Proprietary 36
37. 5 Be Fast
Don't Be So Mayo
Search Ad
Colbert can't handle Miracle Whip's
great taste. Which side are you on?
www.Facebook.com/MiracleWhip
Search Ad
Google Confidential and Proprietary 37
38. 6 Don't Forget
Video
Google Confidential and Proprietary 38
40. 7 Jump in!
Google Confidential and Proprietary 40
41. 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!
Google Confidential and Proprietary 41
42. Winning the Zero Moment of Truth
A FREE New eBook from Google
zeromomentoftruth.com
Google Confidential and Proprietary 42
43. Connecting in the Zero Moment of Truth
What brands need to know
Google Confidential and Proprietary
44. “We shape our tools and
then our tools shape us.”
- Marshall McLuhan
45. The ZMOT is more complex than marketers think
There are zero moments of truth along every step of the customer journey, from
awareness to advocacy. Most of those moments happen off the desktop.
“Where can I get
“Show me how this product an accessory?”
“Help me find a measure up to similar ones
nearby store.” Incremental
from other brands.” purchases
Wayfinding Comparative shopping
Awareness Consideration Purchase Ownership Advocacy
“Can I get a deal
on this purchase?” “Check out this great new
“Help me figure out
product I bought – I think you
which product is right Deal seeking
would love it too!”
for me.” Social sharing
Educational
browsing
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 45
46. Smartphones, feature phones, tablets…
Mobile devices make the ZMOT possible any time, anywhere.
RFID, surface technology and interactive signage and packaging play
an increasingly important part as well.
Success in the ZMOT hinges on understanding the mobile opportunity and
the principles of connectedness – five essential elements that create positive,
real-time interactions between brand and consumer.
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 46
47. The Principles of Connectedness
Brands that successfully leverage the zero moment of truth do so through focusing on
content and user experiences that are:
Visible: findable via all search channels, optimized for all
desktop and mobile platforms.
Useful: contextually relevant to the time, place and
situation at hand.
Usable: easy to navigate, consume and share on
the consumer’s platform of choice.
Desirable: worthy of saving, sharing, remashing and
revisiting over and over again.
Engaged: tangible and accessible, fostering an emotional,
always-on connection between brand and consumer.
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 47
49. Understand your mobile visibility quotient…
Your website is the primary touch point in the zero moment of truth – and you can’t
connect with a brand you can’t find.
To maximize the opportunity, test your visibility across multiple devices, engines and
platforms. Then, take steps to make that visibility better – especially on the devices
that matter most to your customers (Google analytics will indicate which).
Example: the same search renders very different results on different device and engines.
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 49
50. Understand that rank matters more than ever.
A single mobile search engine result page can be as much as seven screens long –
if you don’t appear high up, you might as well be invisible.
As few as two natural
results can appear
above the fold on the
first SERP and scrolling
is cumbersome.
Excessive scrolling
makes is easy for
users to lose their
place.
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 50
51. Be willing to think outside the browser.
The principal of visibility is about facilitating immediate decision making and action
taking. Use mobile in the ZMOT to make the journey to the first moment of truth faster,
more accessible and more successful.
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 51
53. See how your content stacks up on mobile
Quality counts – whether the customer arrives at your site via mobile search, a
text message or QR code, it had better be usable when they get there.
Use the mobile tools at www.howtogomo.com to get mobile optimization advice
specifically tailored to the purpose of your site and your campaign – e.g. lead
generation, brand awareness, mCommerce, brick and mortar.
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 53
54. Weigh the benefits of a mobile site...
A mobile site yields the best possible user experience for the broadest number
of devices. If your brand has a significant percentage of feature phones or older,
non-touch screen smartphones, a separate mobile site is the best decision.
Slow load times,
excessive pinch
and zoom
Primary customer
objectives are met
at first glance
VS
Hard to find
actionable content
Location oriented and features
content placed at
a premium.
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 54
55. …versus a responsive design approach.
Brands with a more sophisticated audience that includes a high percentage of
touchscreen smartphones and tablets can support a more advanced approach.
Responsive design practices can support a fluid, highly usable experience across
multiple devices in a single site.
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 55
57. Understand mobile use cases
Success in the ZMOT is about content in context. Most mobile users are looking for
quick and easy access to decision-making and/or way finding info.
Creating the right experience for the mobile context means the difference between
winning the zero moment of truth and losing it.
ZMOT - ready ZMOT - challenged
“Does this place
have gluten free
“Where’s the pizza?”
closest place to “How do I get
grab a slice?” there?”
“Do they
deliver?”
“What’s
today’s
special?” “What’s the
phone #?”
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 57
58. Design according to mobile needs
Successful “content in context” varies according to the capabilities, needs and
behavioral patterns of mobile users. Understand who your customers are and design
content and experiences that will facilitate their journey.
Tablets Feature Phones Smartphones
• Tablet users spend • Less likely to engage in • 80% use their device
significant time – up to extensive browsing for to shop in-store
an hour a day – engaged comparative info • Many use their device
with their device VS • Most responsive to VS to inform a purchase
• Many say they bought streamlined activities that will be completed
their tablet for shopping like click-to-call and in-store
purposes click-to-locate • Highly responsive to
• Tablet users consistently • Active users of mobile location and time
out-convert smartphones email and text sensitive info
for m-commerce
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 58
60. Create share-worthy experiences…
… and provide the tools to share in real time. Eradicate the barrier of place by
inserting mobile triggers into digital mobile content AND real world media.
Hardlinking the digital and physical worlds enables users to share the zero moment
of truth with their social graph as it happens.
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 60
62. Enrich the real-world touchpoints
The ZMOT is super-powered by rich user experiences that make your brand more
tangible and share worthy and customer journey more enjoyable and successful.
Augmented reality, visual search and interactive digital surfaces are making these
rich, digital meets physical experiences possible – understand the possibilities they
present and what they mean to your brand in the zero moment of truth.
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 62
63. “The future is already
here. It’s just not evenly
distributed yet.”
- William Gibson
65. Rachel Pasqua
Vice President, Mobile, iCrossing
Rachel.pasqua@icrossing.com
@RachelPasqua (Twitter)
Find out more at www.icrossing.com
Stay connected with iCrossing on
Google+, Twitter and Facebook