A perspective on using ZMOT the Zero Moment of Truth to activate audiences -
Presentation given at the after dinner conference for Marketing Professionals.
6. OnurIbrahim.com
@StrategyDigital
EXPLORE
“I look online and
find out about
Ashley”
“I inspire to be like
Ashley Harkleroad”
“I explore the wide range
Adidas products
LOCATEDREAM
Opportunity:
lead purchase intent
through aspiration
Opportunity:
Create product
knowledge through
aspiration
Opportunity:
Make it easy to buy
Today customers evaluate a purchase before seeing it in real life
Building aspiration
Make it easy to engage
Purchase focussed
Make it easy to buy
July 2014Using the Zero Moment Of Truth
7. OnurIbrahim.com
@StrategyDigital
6 step plan how to win at your ZMOT
1. Quality content
2. Search Engine Optimization (SEO)
3. Inspiring positive reviews online and offline
4. Behavioral targeting across Search Marketing (SEM) -
desktop & mobile
5. Publishing relevant videos
6. Interactions on social media websites
July 2014Using the Zero Moment Of Truth
8. OnurIbrahim.com
@StrategyDigital
Proven through research
Google and various agencies
http://www.thinkwithgoogle.com/research-studies/2012-zmot-
handbook.html
http://www.thinkwithgoogle.com/collections/zero-moment-truth.html
July 2014Using the Zero Moment Of Truth
10. Tokyo
13-1, Tsukiji 1-
chome Chuo-
ku Tokyo 104-8172
T/ +81 33547 2352
F/ +81 3 3547 2353
London
4th Floor Nutmeg
House 60 Gainsford
Street London SE1
2NY
T/ +44 (0)20 3195
5220
Detroit
108 Willits
Street Birmingham,
MI 48009
T/ +1 248 817 897148
817 8971
Tokyo
13-1, Tsukiji 1-
chome Chuo-
ku Tokyo 104-8172
T/ +81 33547 2352
F/ +81 3 3547 2353
London
4th Floor Nutmeg
House 60 Gainsford
Street London SE1
2NY
T/ +44 (0)20 3195
5220
Detroit
108 Willits
Street Birmingham,
MI 48009
T/ +1 248 817 897148
817 8971
Thank you