ZMOT Ways to Win Shoppers at the Zero Moment of Truth Handbook (2012)
Discover strategies and tactics on how to show up at the right place, at the right time and with the right content. Learn how to ZMOT.
Collection
Zero Moment of Truth (ZMOT)
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Research Study
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Research Study
Winning the Zero Moment of Truth eBook (2011)
Jim Lecinski shares how to get ahead at this critical new marketing moment, supported by exclusive market research, personal stories, and insights from C-level executives at global leaders like General Electric, Johnson & Johnson, and VivaKi. If you're a marketer, a CEO, a sales rep, or an aspiring entrepreneur, this eBook will help you understand this shift in the marketing landscape and show you the strategies it takes to win.
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Case Study
Dermablend Builds Brand Awareness at ZMOT
At the Zero Moment of Truth, speed is key. In this case study, we learn how Dermablend moved fast to leverage viral buzz around its video of tattooed "Zombie Boy." The video generated millions of views within several days, building strong awareness for the brand.
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Research Study
The Zero Moment of Truth Video
Throw away what you know about marketing—the three-step mental model of stimulus, point of sale, and experience has changed. Google and Shopper Sciences studied 5,000 shoppers to find where shoppers switch from undecided to decided. In between stimulus and point of sale, we discovered decision-making now includes extensive research. Consumers go online to read reviews, comparison shop, look for deals, and more. Marketers that reach consumers here—the Zero Moment of Truth—will gain a true competitive advantage.
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Interview
Winning the Zero Moment of Truth - A New Mental Model
Marketing experts explain the four moment model of consumer decision-making, and how to capitalize on the Zero Moment of Truth. Mass media campaigns must account for all the ways consumers can now discover products. Plus, hypertargeting at the beginning of the consumer journey gives a brand more time and opportunities to win customers. The key is to embrace fragmentation and leverage digital tools to talk to the right customers at the right place and time.
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Interview
Winning the Zero Moment of Truth - ZMOT All Around Us
ZMOT is fundamentally about getting closer to the customer. To do this, you need to understand them. What are they looking for? When? What information do they have already? What's their state of mind? Our Zero Moment of Truth experts—Beth Comstock, SVP and GMO of GE, John Ross, CEO of Shopper Sciences, and Rishad Tobaccowala, Chief Strategy and Innovation Officer for VivaKi—talk about the importance of these consumer insights.
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Interview
Winning the Zero Moment of Truth - Ratings and Reviews: Word of MOT
At Google, we've seen searches for ratings and reviews around consumer products growing over the past two years. This is a trend that's here to stay, and marketers need to embrace it. But some are hesitant. What if the reviews are bad? Brett Hurt, Founder and CEO of Bazaarvoice, says that most online ratings are actually four to five stars, and "the number one reason people write content is altruism." Wharton Professor David J. Reibstein backs this up, pointing to new research that shows that people like to share good news more than bad. When feedback is negative, that's actually great opportunity to engage with the community and drive long-term brand engagement, says Avanash Kaushik, Digital Marketing Evangelist at Google.
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Interview
Winning the Zero Moment of Truth - Equal Thought, Not After Thought
How do you account for the Zero Moment of Truth in your marketing? We spoke with the experts. For one, it's important to think about ZMOT and the three other marketing moments holistically, says Jim Lecinski, Managing Director, US Sales and Service for Google. Rishad Tobaccowala, Chief Strategy and Innovation Officer for VivaKi, adds that companies should incorporate their "search people" early in the planning process to capture the insights they're seeing in the data. Avinash Kaushik, Digital Marketing Evangelist for Google, talks about organizing teams to optimize end-to-end responsibility.
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Interview
Winning the Zero Moment of Truth - ZMOT in Practice
Can the Zero Moment of Truth (ZMOT) make cupcakes taste better? We’re not sure, but according to Maria Baugh, co-owner of Butter Lane Cupcakes, it makes selling them easier. Launched with no social or online strategy, the single-product storefront couldn’t survive on foot traffic alone. Baugh later incorporated ZMOT into her business plan, using Google AdWords, Yelp, and Twitter. Her web presence is now an integral part of her marketing, and she uses customers’ online feedback to improve the business.
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Interview
Winning the Zero Moment of Truth - How to Win at ZMOT
How do you win the Zero Moment of Truth (ZMOT), that crucial step between consideration and purchase? In this video, Rishad Tobaccowala, Chief Strategy and Innovation Officer for VivaKi and Beth Comstock, SVP and CMO of GE, among others, advise marketers to think of the internet as a call center where consumers are seeking answers and information quickly and easily.
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Interview
Winning the Zero Moment of Truth - Measure Success
Bounce rate metrics are a huge concern for Google Digital Marketing Evangelist Avinash Kaushik. He asserts that success is measured by more than the number of times someone clicks “add to cart”. By analyzing non-revenue-based gains, you can adjust both tactical and strategic plans to ensure short and long-term results. A true indicator of success is the customer that makes repeat purchases and becomes an active fan of your brand.
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Interview
Winning the Zero Moment of Truth - MOTS Next
From an airport to a grocery store aisle, the Zero Moment of Truth (ZMOT) can happen anywhere. That’s why companies like General Mills and Pandora have made mobile a key element in their overall business strategy. When a customer picks up their mobile device to learn more about a product, they can turn to a number of resources, such as Google Search, asking for advice on Facebook, or watching videos on YouTube. Marketers must remember that the ZMOT can happen weeks or minutes before a purchase.
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Interview
Winning the Zero Moment of Truth - Keep it Going
Why wasn’t Blockbuster the first company to offer online movies? When market leaders become too complacent, they open the door for competitors. The Zero Moment of Truth requires companies to remain proactive and stay on top of technology. Know how to listen to and communicate with customers, and support them throughout their purchasing processes. Today, companies grow when customers see them as a true ally.
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Interview
ZMOT and Moms
The pressures on household budgets are bigger than ever, and moms want to make smarter, better purchases. That's why many are turning to search — increasingly on their mobile phones — to get reliable information. This is the Zero Moment of Truth (ZMOT), and brand marketers, especially those targeting moms, need to plan for it, explain John Ross, CEO of Shopper Sciences, and Tina Sharkey, Chairman and Global President of BabyCenter.
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Interview
Winning the Zero Moment of Truth - B2B
The Zero Moment of Truth (ZMOT), when people research products before buying, applies across all customer bases "whether you're buying a big jet engine or a refrigerator," says Beth Comstock, SVP and GMO of GE. In fact, 71% of people Google spoke with use the internet on a daily basis for their business purchase decisions. For business-to-business marketers, this means treating the web like a giant call center, says Google's Jim Lecinski. In this video, he and Comstock are joined by executives from FedEx and W.W. Grainger to discuss the importance of ZMOT in B2B.
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Case Study
Winning ZMOT: ZMOT in Practice
Butter Lane Cupcakes is a small business using the web to do big things. Search and social media helped them make an impact at the Zero Moment of Truth (ZMOT)—when a shopper goes online to research a product and decides whether to make a purchase. Search gives them much needed visibility while social allows them to listen to what their customers want and give it to them.
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Research Study
The Zero Moment of Truth for Automotive Study
People don't just walk up to a dealership and pick out a new car. They ask questions and do their research - often online - before ever getting to the lot. In this study, we look at how that research is done to help car marketers their message in front of the right people at the right time. In this case, it's two to three months before a shopper gets behind the wheel for a test drive.
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Research Study
The Zero Moment of Truth for Voting Study
What is the effect of online media in the candidate selection decisions of voters in political campaigns? This study found that voters are doing much more research about candidates online, usually about a month before the election. Surprisingly, it also finds that influence of TV ads, direct mail and billboards is very low.
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Research Study
The Zero Moment of Truth for Consumer Electronics Study
When it comes to purchasing consumer electronics, people put a lot of time and thought into what they want to buy. For these shoppers, the time between deciding to buy something and actually making the purchase can be several months. This research study examines when users find out about these products, how they research them and more.
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Research Study
The Zero Moment of Truth for Insurance Study
The path to purchase for insurance buyers is extensive. The vast majority of them take a month or more to go from decision to action. They conduct online searches, comparison shop and gather information from brand controlled websites. Our research shows that despite all this, shoppers clearly identify talking with insurance representatives (either on the phone or in–person) as having the most influence on whether or not they buy. This study looks at how online combines with offline to result in sales.
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Research Study
The Zero Moment of Truth for Investments Study
As we invest more in a digital way of life, we wanted to see how technology actually affects how we invest our money. Google and Shopper Sciences partnered to reveal the Zero Moments of Truth for the financial investment category and found that consumers research for two weeks or longer seeking an average of 8.9 sources of information.
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Research Study
The Zero Moment of Truth for Credit Cards
The internet has changed the way we go about getting credit cards. Google partnered with Shopper Sciences to reveal the Zero Moments of Truth for the credit card industry. What we found was that, even though finding a credit card requires research, 25% of shoppers decide which card to get within a matter of hours or less. Online search and information gathering from brand controlled websites were on par with mail received from credit card companies.
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Research Study
The Zero Moment of Truth Heat Maps by Industry
You don’t buy a car the same way you buy a sandwich. Since we know that consumers like to check out their purchases online before they buy, we were curious how that behavior changes based on what they're in the market for. We followed the habits of 5,000 shoppers and broke it down for you by category with a variety of heat maps.
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Research Study
The Zero Moment of Truth Heat Maps by Source
In investigating the Zero Moment of Truth across industries, we wanted to pinpoint who looks where for what and how often. To do this, we looked at the online research habits of 5,000 shoppers across 12 different industries. We found that though the advance research time varies, shoppers almost always check back right before they make a purchase.
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