How to Win the Zero Moment of Truth - iCrossing and Google Webinar

Google Confidential and Proprietary

Jim Lecinski Vice President, U.S. Sales & Service Chief ZMOT Evangelist

Google Confidential and Proprietary Google Confidential and Proprietary

Scribblenauts

2


Scribblenauts Review

3


Mental Models Drive Our Game

Google Confidential and Proprietary 4


Build a Great Product

5


Tell Your Target About It

6


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

8

Second Moment of Truth

First Moment of Truth


Historical “Interrupters” of Three Moment Model

9


Have

Recession + Technology

Changed the Model?

10 Google Confidential and Proprietary


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


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.


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)


Health & Beauty

31% Food &

Beverage

36%

More Evidence Released Earlier This Year

"I Always do research.”

Consumer Electronics

39%

44%

Baby

Fashion

64%

15


More Evidence Released Earlier This Year

“How much influence did you research have on your purchase”

16

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


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

17


The New “Four Moments” Mental Model

18


The New “Four Moments” Mental Model

19

Which becomes the next

person’s ZMOT

Google Confidential and Proprietary Google Confidential and Proprietary Google Confidential and Proprietary 20

Primary Research Proving

New Fourth Moment


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 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.


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

23


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


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%



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


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


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


Sought information from a product brand website



Searched online, used search engineSearched online, used search engine



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



Searched online, used search engine

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

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

28


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

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How Can You Win?


Put Someone in Charge 1


Put Someone In Charge 1


Find Your Zero Moments

32

2

[Your Brand] Search

[Your Brand] Review Search

Best [Your Category] Search


Answer the Questions People are Asking

33

3


Answer the Questions People are Asking

34

3


Optimize for ZMOT

35

…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

Google Confidential and Proprietary Google Confidential and Proprietary 36

Optimize for ZMOT 4

Google Confidential and Proprietary Google Confidential and Proprietary 37

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

38

6


Carchex.com Video

39


Jump in! 7



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!


A FREE New eBook from Google

Winning the Zero Moment of Truth

42

zeromomentoftruth.com


Connecting in the Zero Moment of Truth What brands need to know

“We shape our tools and

then our tools shape us.”

- Marshall McLuhan

COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 45

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.


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.


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:


Be Visible


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.


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.


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.


Be Usable


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.

http://www.howtogomo.com


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


…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.


Be Useful


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


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


Be Desirable


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.


Be Engaged


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

[email protected]

@RachelPasqua (Twitter)

Find out more at www.icrossing.com

Stay connected with iCrossing on

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Business

How to Win the Zero Moment of Truth - iCrossing and Google Webinar