how to win the zero moment of truth - icrossing and google webinar
DESCRIPTION
On November 15, 2011, Google and iCrossing partnered for a Webinar titled, "How to Win the Zero Moment of Truth". The Webinar was led by Jim Lecinksi, Google's Managing Director of U.S. Sales and Operations and author of Winning the Zero Moment of Truth, and Rachel Pasqua, iCrossing's Vice President of Mobile. For more information, please contact [email protected].TRANSCRIPT
Google Confidential and Proprietary
Jim Lecinski Vice President, U.S. Sales & Service Chief ZMOT Evangelist
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Scribblenauts
2
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Scribblenauts Review
3
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Mental Models Drive Our Game
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Build a Great Product
5
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Tell Your Target About It
6
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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
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The Traditional Mental Model of Marketing
Stimulus
8
Second Moment of Truth
First Moment of Truth
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Historical “Interrupters” of Three Moment Model
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Have
Recession + Technology
Changed the Model?
10 Google Confidential and Proprietary
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More Decisions Made Before Entering Store
Where Purchase Decisions Are Made (% of Shoppers)
11 Source: Symphony IRI Economic Update, August 2010, Shoppers n = 1000, SymphonyIRI; FMI Economic Survey Dec 2009, IRI AttitudeLink, Shoppers n = 1340
60% 75%
83% 85% 85% 76% 70%
40% 25%
17% 15% 15% 24% 30%
2007 2008 Mid 2009 End of 2009 Early 2010 Mid 2010 2011
Before Going to the Store While Shopping in the Store
Google Confidential and Proprietary 12 Source: Google Internal Data, Jan 2007 – Dec 2010; US, UK, Brazil, France and Germany
+154% Weight Loss
+339% Coupons
+177% Local Searches
+95% Reviews
Consumer Changes Drive Search Behavior
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The New Path to Purchase
13
78% of US Internet users go online to search for information about products and services.
Sources: “Online Product Research,” Pew Research Center, September 2010
32% have posted product reviews or comments online.
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Consumers Are More Discerning Than Ever
14
83%
Source: Google Touchpoints Consumer Survey, 01/09. “Online Consumer Reviews Significantly Impact Consumer Purchasing
Decisions,” Opinion Research Corporation, 06/08
Number of consumers that rely on trusted places like
user ratings or product review sites (buyers read 4 to 7
reviews before feeling comfortable with a purchase)
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Health & Beauty
31% Food &
Beverage
36%
More Evidence Released Earlier This Year
"I Always do research.”
Consumer Electronics
39%
44%
Baby
Fashion
64%
15
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More Evidence Released Earlier This Year
“How much influence did you research have on your purchase”
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A lot I’d buy this product because of what I found in my research
58%
Some The research played a part in my decision
36% 6%
None My research didn’t give me any new information
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TV? It Prompts More Action At ZMOT
Q: Have you ever seen a new brand or product advertised on TV, and then searched for more information on it later using an
online search engine? (N =721)
Source: BabyCenter Study on Google Search, Nov 2009
83% of Moms search on a
product after being exposed to a TV ad
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The New “Four Moments” Mental Model
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The New “Four Moments” Mental Model
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Which becomes the next
person’s ZMOT
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Primary Research Proving
New Fourth Moment
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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?
21
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Methodology
• Online surveys with interactive
game-like construct
• Fielded in March 2011 in 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
22
A quantitative review of decision making behavior across shopping,
services, and voting.
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Shoppers today use twice as many sources to arrive at a decision and use each
source almost twice as heavily as in the past
5.27
10.4
2010 2011
Avg # Sources Used
9%
17%
2010 2011
Average Usage
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
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Analyzed 50+ Drivers Across 11 Categories
24 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%
Source: Google/Shopper Sciences, Zero Moment of Truth Study Apr 2011
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Across All Categories, Shoppers Are Using Stimulus, ZMOT and FMOT Equally All three moments critical to the shopping process.
25 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%
Source: Google/Shopper Sciences, Zero Moment of Truth Study Apr 2011
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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
Q2 When you were considering purchasing [PRODUCT], what sources of information did you seek out to help with your decision? Base: N=5,003
Sourced used by shoppers 2010 v 2011 and by industry
Source: Google/Shopper Sciences, Zero Moment of Truth Study Apr 2011
Q2 When you were considering purchasing [PRODUCT], what sources of information did you seek out to help with your decision? Base: N=5,003 26
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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
27
18%
22%
22%
31%
36%
38%
49%
50%
Became a friend/follower/ ”liked” a brand
Read comments following an article opinion piece online
Sought information from a retailer website
Read product reviews or endorsements online
Sought information from a product brand website
Comparison shopped products online
Talked with friends / family about the product
Searched online, used search engineSearched online, used search engine
Source: Google/Shopper Sciences, Zero Moment of Truth Study Apr 2011
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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%
Looked at the product package in the store
Talked with a salesperson or associate in the store
Comparison shopped products online
Talked with friends / family about the product
Searched online, used search engine
Sought information from a product brand /
manufacturer website
Read brochure / pamphlet about the product in the
store
Read product reviews or endorsements online
Looked at signage / display about the product in
the store
Read newspaper articles / reviews / information
Read magazine articles / reviews / information
Saw an ad in a newspaper / newspaper insert
Received mail at home from a brand /
manufacturer (e.g., catalogue, brochure)
Saw advertisements on television
Top influential sources
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Top influential sources by type 2011 v. 2010
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.
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
29
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How Can You Win?
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Put Someone in Charge 1
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Put Someone In Charge 1
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Find Your Zero Moments
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2
[Your Brand] Search
[Your Brand] Review Search
Best [Your Category] Search
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Answer the Questions People are Asking
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3
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Answer the Questions People are Asking
34
3
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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
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Don't Forget Video
38
6
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Carchex.com Video
39
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Jump in! 7
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How to Win at ZMOT:
41
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!
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A FREE New eBook from Google
Winning the Zero Moment of Truth
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zeromomentoftruth.com
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Connecting in the Zero Moment of Truth What brands need to know
“We shape our tools and
then our tools shape us.”
- Marshall McLuhan
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Awareness Consideration Purchase Ownership Advocacy
“Help me find a nearby store.”
Wayfinding
“Help me figure out which product is right
for me.” Educational
browsing
“Show me how this product measure up to similar ones
from other brands.” Comparative shopping
“Can I get a deal on this purchase?”
Deal seeking
“Where can I get an accessory?”
Incremental purchases
“Check out this great new product I bought – I think you
would love it too!” Social sharing
The ZMOT is more complex than marketers think
There are zero moments of truth along every step of the customer journey, from
awareness to advocacy. Most of those moments happen off the desktop.
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RFID, surface technology and interactive signage and packaging play
an increasingly important part as well.
Success in the ZMOT hinges on understanding the mobile opportunity and
the principles of connectedness – five essential elements that create positive,
real-time interactions between brand and consumer.
Smartphones, feature phones, tablets… Mobile devices make the ZMOT possible any time, anywhere.
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The Principles of Connectedness
Visible: findable via all search channels, optimized for all
desktop and mobile platforms.
Desirable: worthy of saving, sharing, remashing and
revisiting over and over again.
Useful: contextually relevant to the time, place and
situation at hand.
Usable: easy to navigate, consume and share on
the consumer’s platform of choice.
Engaged: tangible and accessible, fostering an emotional,
always-on connection between brand and consumer.
Brands that successfully leverage the zero moment of truth do so through focusing on
content and user experiences that are:
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Be Visible
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Understand your mobile visibility quotient… Your website is the primary touch point in the zero moment of truth – and you can’t
connect with a brand you can’t find.
To maximize the opportunity, test your visibility across multiple devices, engines and
platforms. Then, take steps to make that visibility better – especially on the devices
that matter most to your customers (Google analytics will indicate which).
Example: the same search renders very different results on different device and engines.
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As few as two natural
results can appear
above the fold on the
first SERP and scrolling
is cumbersome.
Excessive scrolling
makes is easy for
users to lose their
place.
Understand that rank matters more than ever. A single mobile search engine result page can be as much as seven screens long –
if you don’t appear high up, you might as well be invisible.
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The principal of visibility is about facilitating immediate decision making and action
taking. Use mobile in the ZMOT to make the journey to the first moment of truth faster,
more accessible and more successful.
Be willing to think outside the browser.
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Be Usable
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See how your content stacks up on mobile
Quality counts – whether the customer arrives at your site via mobile search, a
text message or QR code, it had better be usable when they get there.
Use the mobile tools at www.howtogomo.com to get mobile optimization advice
specifically tailored to the purpose of your site and your campaign – e.g. lead
generation, brand awareness, mCommerce, brick and mortar.
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Weigh the benefits of a mobile site...
A mobile site yields the best possible user experience for the broadest number
of devices. If your brand has a significant percentage of feature phones or older,
non-touch screen smartphones, a separate mobile site is the best decision.
Primary customer
objectives are met
at first glance
Location oriented
content placed at
a premium.
VS
Slow load times,
excessive pinch
and zoom
Hard to find
actionable content
and features
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…versus a responsive design approach.
Brands with a more sophisticated audience that includes a high percentage of
touchscreen smartphones and tablets can support a more advanced approach.
Responsive design practices can support a fluid, highly usable experience across
multiple devices in a single site.
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Be Useful
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Understand mobile use cases Success in the ZMOT is about content in context. Most mobile users are looking for
quick and easy access to decision-making and/or way finding info.
Creating the right experience for the mobile context means the difference between
winning the zero moment of truth and losing it.
“Where’s the closest place to grab a slice?”
“Does this place have gluten free
pizza?” “How do I get
there?”
“What’s today’s
special?”
“Do they deliver?”
“What’s the phone #?”
ZMOT - ready ZMOT - challenged
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Design according to mobile needs Successful “content in context” varies according to the capabilities, needs and
behavioral patterns of mobile users. Understand who your customers are and design
content and experiences that will facilitate their journey.
Tablets Smartphones
• Tablet users spend significant time – up to an hour a day – engaged with their device
• Many say they bought their tablet for shopping purposes
• Tablet users consistently out-convert smartphones for m-commerce
VS
• 80% use their device to shop in-store
• Many use their device to inform a purchase that will be completed in-store
• Highly responsive to location and time sensitive info
Feature Phones
VS
• Less likely to engage in extensive browsing for comparative info
• Most responsive to streamlined activities like click-to-call and click-to-locate
• Active users of mobile email and text
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Be Desirable
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Create share-worthy experiences… … and provide the tools to share in real time. Eradicate the barrier of place by
inserting mobile triggers into digital mobile content AND real world media.
Hardlinking the digital and physical worlds enables users to share the zero moment
of truth with their social graph as it happens.
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Be Engaged
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Enrich the real-world touchpoints
The ZMOT is super-powered by rich user experiences that make your brand more
tangible and share worthy and customer journey more enjoyable and successful.
Augmented reality, visual search and interactive digital surfaces are making these
rich, digital meets physical experiences possible – understand the possibilities they
present and what they mean to your brand in the zero moment of truth.
“The future is already
here. It’s just not evenly
distributed yet.” - William Gibson
Q&A
Rachel Pasqua
Vice President, Mobile, iCrossing
@RachelPasqua (Twitter)
Find out more at www.icrossing.com
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