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Zmot - The Reason Digital is Important.

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The Zero Moment of Truth, a Google study released in 2012 is the reason why digital guys like me have a job. The study sheds light on now consumers use the internet to make buying decisions. The study is the cornerstone of the digital marketing theory Digital Marketers utilize every day.

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Zmot - The Reason Digital is Important.

  1. 1. 1 4/26/2017 #oredigital
  2. 2. 2 4/26/2017 #oredigital “The key is to win the first moment of truth, that is to say, get and keep the attention of the shopper at the point of purchase where a massive 70% of buying decisions are made.” Jesper Wiegandt, Marketing Director P&G
  3. 3. 3 4/26/2017 #oredigital Opportunity to Influence Traditional 3-Step Model STORE IMAGE SALES PERSO N Traditional Awarenes s STORE SHELF
  4. 4. 4 4/26/2017 #oredigital No Shelf, Salesman, or Physical Store Traditional Awarenes s Google answers 114.7 billion searches a month Opportunity to Influence New Mental Model
  5. 5. 5 4/26/2017 #oredigital The New Consumer Model
  6. 6. 6 4/26/2017 #oredigital Effects on Traditional Media 6 #oredigital
  7. 7. 7 4/26/2017 #oredigital Types of media and actions taken following exposure Prompted to search (Google, Yahoo! & Bing) 67% 64% 78% 77% Direct to advertiser’s site 26% 15% 21% 21% Direct to storefront 7% 11% 1% 2% Nearly 3 in 4 consumers exposed to traditional advertising (within a traditional media) later look up the product or brand online. Traditional Media Drives Online Action(s)
  8. 8. 8 4/26/2017 #oredigital ZMOT vs. Adult Literacy 80-85% research products online prior to purchase 86% of Americans can read 8 #oredigital
  9. 9. 9 4/26/2017 #oredigital Can a business still operate without building a digital brand? As a consumer, how do you feel when you can’t find business information online?
  10. 10. 10 4/26/2017 #oredigital How does it all work?
  11. 11. 11 4/26/2017 #oredigital End Moment Consumers have complete control over how they consume information. The rate of consumption is regulated based on need, interest and intent.
  12. 12. 12 4/26/2017 #oredigital Consumer Research Moments Active Consumer Session Passive Consumer Session
  13. 13. 13 4/26/2017 #oredigital Active Consumer Session Online discovery driven by traditional media awareness 1st Party data & 3rd Party Data Collection
  14. 14. 14 4/26/2017 #oredigital Targeting a Passive Consumer 1st Party Data 1st Party Data + 3rd Party Intender Data Behavioral Targeting & Remessaging Passive Consumer Sessions produce the majority of internet traffic
  15. 15. 15 4/26/2017 #oredigital The Holy Grail of Marketing Tying online attribution to in-store sales
  16. 16. 16 4/26/2017 #oredigital Is Audience Attribution Modeling the next best thing? Site Attribution Tools: Attribution and Campaign Mapping Analytics (Google, Adobe, etc) Campaign URLs (UTM, URL Tag, Built URLs) Analytic Goals (engagement, conversion, e- comm) Tag Manager (on-page events) Engagement Metrics CTR Benchmarking Cookies/ Pixels (View-Through/ Conversion) DMP Data Collection In-Store Attribution Tools Daily Traffic Estimates Revenue Tracking Products Sold External Environments (seasonal, weather, etc.)
  17. 17. 17 4/26/2017 #oredigital Purchased Online Purchased Offline Research Online Purchase Offline (ROPO) Despite the growing popularity of online shopping 8 out of 10 consumers research online and purchase offline
  18. 18. 18 4/26/2017 #oredigital Ecommerce represents only 6.4 %of retail sales ROPO v. Ecommerce 18 #oredigital

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