This document discusses how marketing has evolved from a traditional 3-step model to a new model focused on key moments throughout a customer's journey. It outlines stimulus, zero moment of truth (ZMOT), first moment of truth (FMOT), and second moment of truth (SMOT) as important touchpoints. It also emphasizes the growing role of mobile and multiple screens, noting that customers now research and make purchasing decisions across various devices. Checklists and tools are provided to help marketers adapt to these changing customer behaviors.

1. Win the moment that
matter
25/10/2012
Daniel Nohel
Google Confidential and Proprietary 1

2. WIIFM
Make the web work for you
Win moments Make better Go bigger,
that matter decisions faster
ZMOT Speed of change 4 screens world
Industry insights Impact of mobile
Google Confidential and Proprietary 2

3. Traditional 3-Step Mental Model of Marketing
Google Confidential and Proprietary 3

4. The New Mental Model of Marketing
Google Confidential and Proprietary 4

5. STIMULUS – Where the attention comes from
– Family/Friends It’s the biggest
source of new guests, the
internet hasn’t changed that if
anything it has probably
enhanced it.
– Selling through OTAs is healthy
for direct selling as well as
selling through the OTAs
– Tripadvisor and other review
sites generate new guests.
Google Confidential and Proprietary 5

6. ZMOT - Guest goes online to research the hotel
– Search engines are not the
stimulus tool for hotels, they
help people find you once a
stimulus was created.
– Map pages, gather information
about your hotel including
reviews and rates.
– Review sites, such as
TripAdvisor, booking.com and
more.
Google Confidential and Proprietary 6

7. FMOT - user arrived on your site,
– Future guest is also visiting 10
other hotel sites before doing
the booking
– 3-7 seconds to answer
• Will this save me money?
• Will it save me time?
• Will it make my life better?
– Key elements to get the sale
• Screaming fast
• The photos need to show the comfort
immediately
• The rates need must be available
• Give an instant idea of the hotel’s
location.
Google Confidential and Proprietary 7

8. SMOT – Second Moment of Truth
• Second Moment of truth: Guest arrives and discovers the product
and is either happy or disappointed, which then cycles to Stimulus for
his friends and family.
Google Confidential and Proprietary 8

9. Shoppers today are able to process and enormous
amount of information
• When you were considering purchasing product, what sources of information did you seek out to help with your decision?
Google Confidential and Proprietary 9
Base: N=5003, Source Google/Shopper Science, ZMOT Apr 2011

10. Shoppers use a range of sources, depending on
type of decision
• When you were considering purchasing product, what sources of information did you seek out to help with your decision?
Google Confidential and Proprietary 10
Base: N=5003, Source Google/Shopper Science, ZMOT Apr 2011

11. Online plays major role in both purchase and
research behavior
Czechs research online the most
[Purchase online, research online]
Source: Consumer Commerce Barometer Google Confidential and Proprietary 12

12. How long does it take to plan a trip
Time from STUMULUS to BOOKING
Used a
search
Less than
1 day(„direct booking“)
2 weeks
4%
engine
Less than week 23% 50%
Between 1 - 2 weeks 23%
More than
Between 3 - 4 weeks 19% Talked with
2 weeks
Between 1 - 3 months 17% 44% friends/famil
y
3 and more months 8%
Don‘t rembember 6%
Saw
TV/Newspap
er Ads
Zdroj: TNS Infratest,Travel vertical deep dive, červenec 2011, online populace, n = 1000; Days before 90+ 90 60 31 21 Confidential and 2 0
Google Proprietary 13
Consumer Commerce Barometer dostupný online: http://www.consumerbarometer.eu/ 14 7 5
purchase

13. 4 screens world
Google Confidential and Proprietary 14

14. Google Confidential and Proprietary 15

15. Google Confidential and Proprietary 16

16. 686M (38%) smartphone shipped worldwide in 2012
Google Confidential and Proprietary 17

17. Smartphone penetration YoY growth
Source: thinkwithgoogle.com/mobileplanet
Google Confidential and Proprietary 18

18. Over 2.5 smartphones in CZ – iOS, Android (mobiles+tablet)
150%
growth of travel search
queries from mobile1 YoY
2.5M
smartphones
CZ: estimate from Telco operators numbers (Oct 2012), Google Confidential and Proprietary 19

19. … is your digital destination ready for mobile?
of mobile searchers are likely to go back and
79% search somewhere else 67% are more
likely to buy
Google Confidential and Proprietary 20
Source: HowToGoMo.com

20. Your future customers are around the corner – real
time decision making
Priceline Negotiator App case study
users of the app have booked
35% their room within 1 mile
users booked rooms less than
82% 1 day before arrival to the hotel
(it suggest that they booked it
after arrival to the destination)
Source: TheMobilePlaybook.com Google Confidential and Proprietary 21

21. How to address the right customer
SEARCH mGDN MOBILE
APPS
- Location extensions - Text & Display Ads - Text & Display Ads
- Call extensions
Google Confidential and Proprietary 22

22. Your mobile checklist
Nominate mobile champion
Appoint a competent person to build and implement mobile strategy.
Data driven decisions
Check your web visits from mobile. Watch for trends.
Mobile web first!
Build seamless mobile web experience for your user.
Be found
Define and implement your mobile search strategy.
Google Confidential and Proprietary 23

23. Useful tools
Ready to Go Mo?
http://www.howtogomo.com/en/d/
Reasons why to Go Mo, case studies, GoMo Meter to measure
your mobile site, best practices.
Our Mobile Planet
http://www.thinkwithgoogle.com/mobileplanet
Smartphone consumer behavior research (CZ included)
Consumer Commerce Barometer
http://www.commercebarometer.eu
Consumer research and purchase behavior data for more than
30 markets
Pro Váš Byznys
http://www.provasbyznys.cz/mobil
Google mobile advertising solution summary
Google Confidential and Proprietary 24

24. Good luck with your future travelers
Google Confidential and Proprietary 25