google's zero moment of truth study
DESCRIPTION
Google's "Zero Moment of Truth" free white paper and videos at http://www.zeromomentoftruth.com represent the most forward looking strategies regarding audience targeting, buyer behavior and modern decision making. Download the free 75 page ZMOT white paper, watch the videos, and your plans for your organization or brand will be dramatically altered for the next 3 - 5 years. This PART II compilation is the a collection of six of the short ZMOT videos on Google's ZMOT site.TRANSCRIPT
What is ZMOT?
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The Zero Moment of Truth refers to all the research consumers do online before making a purchase.
The internet has empowered people to know more about the product they’re going to buy, than the person selling it to them.
The Traditional Mental Model of Marketing(B2C)
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First Moment of
Truth
Second Moment of
Truth
Stimulus
At shelfIn-store
Experience
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How has the Internet changed the model?
The New Mental Model of Marketing
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First Moment of
Truth
Second Moment of
Truth
Stimulus
Pre-shopping | In-store | In-home
At shelfIn-store
Experience
ZMOT Variables
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ZMOT Sources
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ZMOT Sources
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How Do They Search?
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ZMOT Sources
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In-store Mobile Shopping Habits
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Showrooming
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How ZMOT affect the New Mental Model
ZMOT is…
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The New Mental Model of Marketing
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First Moment of
Truth
Second Moment of
Truth
Stimulus
Which becomes the next person’s ZMOT
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How to Win the Zero Moment of Truth
Follow Avinash’s 10/90 Rule
If you have $100 to invest in making smart decisions at ZMOT, you should invest $10 tools and vendor services, and the other $90 on big brains: people who can analyze the data, learn from it, and pass the insights onto you.
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How to WIN at ZMOT:
1. Put someone in charge
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How to WIN at ZMOT:
2. Find Your Zero Moments
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How to WIN at ZMOT:
3. Answer the Questions People are Asking
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How to WIN at ZMOT:
4. Optimize for ZMOT
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In 2011, only 21% of
websites were optimized for mobile
How to WIN at ZMOT:
5. Be Agile
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How to WIN at ZMOT:
6. Don’t Forget Video
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How to WIN at ZMOT:
7. Start
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How to Win at ZMOT:
1) Put someone in charge
2) Find your Zero Moments
3) Answer the questions people are asking
4) Optimize for ZMOT
5) Be Agile
6) Add Video
7) Start
