Google's Zero Moment of Truth

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Google's Zero Moment of Truth

  1. 1. The ZMOJenny OrsattiMatt Pacaud
  2. 2. The 4 Factors in PurchaseDecision:• Stimulus• First Moment of Truth• Second Moment of Truth• Zero Moment of Truth
  3. 3. Stimulus…what is it?• stim·u·lus/ˈstimyələs/A thing or event that evokes a specific functional reaction…• In marketing terms, the stimulus refers to ads that stimulate awareness and interest
  4. 4. The First Moment of Truth• The ‘In-store purchase’ on the shelf• 3 – 7 seconds is the time it takes to notice the product on the shelf
  5. 5. The Second Moment of Truth• The Experience with the product
  6. 6. The Zero Moment of Truth• Now existent between the Stimulus and First Moment of Truth• Searching for the product (SEO)• Internet plays a huge part
  7. 7. The Zero Moment of Truth• The ZMOT is the moment when you grab your phone, laptop or some other wired devise and start learning about a product, service, idea or even a person before you ever get to the point of purchase or decision. In fact:• A full 70% of Americans now look at product reviews before making a purchase and;• 83% of moms do online research after seeing TV commercials for products that interest them. • Source: http://www.marketingsavant.com/2011/08/marketing-in-the- zero-moment-of-truth/• The number of mobile searches in Google doubled in 2010 from the previous year (people are using their mobile devices in the ZMOT)
  8. 8. How to improve ZMOT:• Put someone in charge• Find your Zero Moments• Answer questions people are asking• Optimize (multiple platforms)• Optimize video
  9. 9. Questions?

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