google’s zero moment of truth presentation by tom king

Scribblenauts

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Scribblenauts Review

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Mental Models Drive Our Game

Google Confidential and Proprietary 4

Roger Bannister and the Four Minute Mile


Build a Great Product

6

Tell Your Target About It

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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


The Traditional Mental Model of Marketing

Stimulus

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Second Moment of Truth

First Moment of Truth

Historical “Interrupters” of Three Moment Model

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The New “Four Moments” Mental Model

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First Moment of

Truth

Second Moment of

Truth

Stimulus

Which becomes the next person’s ZMOT

We asked shoppers 4 key questions:

When? Purchase Timeline

What traditional and new media sources did shoppers use to help

them decide on their purchases?

What? Source Usage

How far in advance do shoppers start thinking about their purchase?

Why did shoppers consult the internet? What information where they looking

for?

Why? Information-Seeking

How? Influence How influential were each of the sources in the ultimate

decision making?

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Methodology

Online shopper surveys with

interactive game-like construct

Fielded in March 2011 in the 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

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A quantitative review of decision making behavior across shopping,

services and voting.

The purchase timeline varies by category

More thana yearbefore

7-12monthsbefore

4-6monthsbefore

2-3monthsbefore

A monthbefore 3 weeks

before 2 weeksbefore A week

before 4-6 daysbefore 2-3 days

before One daybefore 9-12 hours

before 5-8 hoursbefore 3-4 hours

before 1-2 hoursbefore Within the

hour of mypurchase

A fewmomentsbefore I

purchased

5% 5% 8% 12% 10%

3% 5% 7% 4% 8%

7%

1% 1% 2% 6% 8%

8%

Tech, Voters,

Automotive,

Finance OTC Health,

CPGs Restaurant,

CPGs

Average Length of Purchase Cycle

Q1 First, in TOTAL, how long were you thinking about [PIPE] before you actually PURCHASED it/them?

Base: N=5,003 Source: Google/Shopper Sciences, Zero Moment of Truth Study Apr 2011

Shoppers today use twice as many sources to arrive at a decision

5.27

10.4

2010 2011

Avg # Sources Used

Shoppers today are able to process an enormous amount of information

Q2 When you were considering purchasing [PRODUCT], what sources of information did you seek out to help with your decision? Base:N=5,003 Source: Google/Shopper Sciences, Zero Moment of Truth Study Apr 2011

Parents separately and as a unit are using more sources than those without

kids in the household

Moms and Dads are using even more sources

Q2 When you were considering purchasing [PRODUCT], what sources of information did you seek out to help with your decision? Base:N=5,003 Source: Google/Shopper Sciences, Zero Moment of Truth Study Apr 2011

13.3

14.8

7.1

11.1

Moms Dads Empty Nesters Younger No Kids

Avg # Sources Used

5.8 7 7.3

9.8 8.6 8.9

10.2 10.8 11.7

14.8

18.2

14.7

Resta

ura

nt

CP

G

Health/B

eaut y

CP

G G

rocery

OT

C H

ealth

Cre

dit C

ard

Investm

ent

Tra

vel

Bankin

g

Insura

nce

Tech

Auto

motive

Vote

rs

Average # of Sources Used by Category

Shoppers can range from using an average of 5.8 sources when choosing a

Restaurant to a high of 18.2 sources used by Automobile shoppers.

Shoppers use a range of sources, depending on type of decision

Q2 When you were considering purchasing [PRODUCT], what sources of information did you seek out to help with your decision? Base:N=5,003

Source: Google/Shopper Sciences, Zero Moment of Truth Study Apr 2011

Analyzed 50+ Drivers Across 11 Categories

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

37%

31%

29%

28%

27%

24%

23%

22%

22%

49%

38%

36%

31%

22%

22%

18%

41%

37%

33%

30%

20%

19%

Saw advertisements on television

Received mail at home from a brand / manufacturer

Saw an ad in a newspaper / newspaper insert

Read newspaper articles / reviews / information

Read magazine articles / reviews / information

Looked at / read magazine advertisements

Read information in an email received from a brand/manufacturer

Noticed advertising while browsing online

Received mail at home from a store / retailer

Searched online, used search engine

Talked with friends / family about the product

Comparison shopped products online

Sought information from a product brand / manufacturer website

Read product reviews or endorsements online

Sought information from a retailer / store website

Read comments following an article / opinion piece online

Became a friend/follower/”liked” a brand

Looked at the product package in the store

Read brochure / pamphlet about the product in the store

Talked with a salesperson or associate in the store

Looked at signage / display about the product in the store

Talked with a customer service representative on the phone

Tried a sample / experienced the product in a store

Stimulus

FMOT

ZMOT

Searched online, used search engine 50%


Tried a sample / experienced the product in a store

Talked with a customer service representative on the phone

Looked at signage / display about the product in the store


Read brochure / pamphlet about the product in the store










Noticed advertising while browsing online

Received mail at home from a store / retailer

Read information in an email received from a brand/manufacturer

Looked at / read magazine advertisements




Received mail at home from a brand / manufacturer


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Stimulus

FMOT

ZMOT

Online Search, Friends & Family Most Used Sources for Moms


Talked with friends / family about the products 57%

59%









Q2 When you were considering purchasing [PRODUCT], what sources of information did you seek out to help with your decision? Base: N=5,003

ZMOT: Now an “Equal” Fourth Moment

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57%

59%

46%

42%

39%

26%

26%

20%

Across All Categories, Shoppers Are Using Stimulus, ZMOT and FMOT Equally All three moments critical to the shopping process.

21 Q2 When you were considering purchasing [PRODUCT], what sources of information did you seek out to help with your decision? Base: N=5,003

Stimulus

76%

ZMOT

84%

FMOT

77%


69% 76% 86%

75% 84%

79%

70% 79%

63% 64% 65%

67%

99%

81%

75% 84% 97%

91% 81% 94%

89% 78%

63% 61% 72%

99% 95%

92%

70% 77%

97%

76% 47% 79%

57% 83%

95% 93%

76% 34% 77% 89%

Stimulus

ZMOT

FMOT


Sourced used by shoppers 2010 v 2011 and by industry



Net Influence – Top Sources Above Average

Traditional media is

high on usage, but

influence drops off

strongly in comparison

to retail, search and

word-of-mouth.

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.

58%

57%

54%

51%

50%

40%

37%

37%

33%

32%

30%

27%

22%

16%






Sought information from a product brand /

manufacturer website

Read brochure / pamphlet about the product in the

store


Looked at signage / display about the product in

the store




Received mail at home from a brand /

manufacturer (e.g., catalogue, brochure)


Influence of leading sources

Top influential sources by type 2011 v. 2010


56%

51%

39%

32%

27%

24%

Offline Social

Retail

Online General

Online Social

Mobile

Direct/Event

TV/Radio

Print/Outdoor

37%

34%

55%

60%

31%

19%

16%

24%

14%

21%

2010 Macro Study


Top influential sources for Moms

21%

24%

27%

29%

35%

36%

37%

41%

42%

43%

45%

54%

59%

60%

61%

Magazine advertisements

Television advertisements

Direct mail from brand / manufacturer

Newspaper advertisement / insert

Magazine articles / reviews

Signage / display

Newspaper articles / reviews

Read brochure / pamphlet

Online reviews or endorsements


Brand / manufacturer websites

Friends / family

Salesperson or associate

Product packaging

Online comparison shopping

Online Comparison

Shopping carries

the highest net

influence among

Moms, surpassing

even Friends &

Family

ZMOT applied

How do I apply these learnings? Where should I focus? How does ZMOT apply to the in-store environment?

Online

Packaging

Social

CPG Grocery category

ZMOT applied

Redundant, confusing

messaging does not speak to

quality of coffee

Calls out coffee format at top

Seal speaks to bean quality

Burlap look adds authenticity

Graphic scale denotes coffee strength/flavor

QR code engages consumers and

invites them to join the conversation

Shiny, generic packaging

blends into shelf

background

“Before” Packaging “After” Packaging


ZMOT applied

Harnessing previous shopper reviews in store


50%

21%

13%

10%

6%

4%

4%

Q7 After buying BLANK, which of the following activities did you do to share your experience? Base: N=5,003

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Mentioned it to friends/family

Mentioned it to a co-worker

Took a survey

Wrote about it on a Facebook page

Wrote a customer review on a website

Wrote about it in a blog

Posted Tweets about it

Q7 After buying [PRODUCT], which of the following activities did you do to share your experience? Base: N=5,003

Word of Mouth conversation is the largest post purchase behavior

5%

5%

8%

14%

16%

24%

60%

Over two-thirds of

Moms shared

post purchase,

with 30%

engaging in some

form of digital

SMOT behavior

Winning the ZMOT

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How to Win at ZMOT:

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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!

Put Someone in Charge 1


Put Someone In Charge 1

Find Your Zero Moments

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2

[Your Brand] Search

[Your Brand] Review Search

Best [Your Category] Search

Answer the Questions People are Asking

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3

Answer the Questions People are Asking

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3

Optimize for ZMOT

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…only 21% of our top advertisers have a mobile-optimized website

4

91M Mobile Internet

users in the U.S…

Source: eMarketer 2011; Google Internal Data

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Optimize for ZMOT 4

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Be Fast 5

Search Ad Don't Be So Mayo Colbert can't handle Miracle Whip's great taste. Which side are you on?

Search Ad

www.Facebook.com/MiracleWhip

Don't Forget Video

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6

Jump in! 7


What are in your

plans to win ZMOT?

41 Google Confidential and Proprietary

Watches the videos! http://www.zeromomentoftruth.com/ Tom King, President Forward Marketing [email protected] 713-449-2000


http://www.zeromomentoftruth.com/



google’s zero moment of truth presentation by tom king

Technology

sources of information

range of sources

sources used14

product reviews

moment of truth study

new media sources

product package

shoppers makeup