Embed Size (px)
DESCRIPTION
An overview of Google's Zero Moment of Truth (ZMOT) principles and how they are evolving. Ideas on how to provide content and measurement for this evolving movement.
Citation preview
1
Marketing in the Zero Moment of Truth Economy
Kelly Hugunin - Best BuyDane Hartzell - Bolin Marketing
2
Housekeeping
MN AMA Conference Hash Tag #BeyondTheBuzz
Kelly Hugunin @KHugunin
Dane Hartzell @ItsDane
3
The BookA Top Ten Marketing Book You Should Have Read.
- Advertising Age
www.ZeroMomentOfTruth.com
4
Our Perspective
5
6
Awareness
Consideration
Conversion
OLD MODEL NEW MODEL
Give people the tools and a storyThey will tell your story
Social Media Impact on the Funnel
7
Talk to Talk with
Interrupting Engaging
Mass One-to-one to many
Tried & True Test and learn
The Evolving Face of Marketing
8
TargetConsumers
AwareConsumers
IncentedConsumers
RepeatConsumers
Start here…
…AND here.
Energized Awareness
PotentialAdvocates
9
Value of Quantity v Quality
25M Impressions
Brieeeee: 253 followers
Angel: 1,109 followers
750M Impressions
10
Awareness Zero Moment of Truth[Consideration]
FirstMoment of Truth
[Shelf]
SecondMoment of Truth
[Experience]
Which becomes the next person’s zero moment of truth
The Moments of Truth
11
Awareness Zero Moment of Truth[Consideration]
FirstMoment of Truth
[Shelf]
SecondMoment of Truth
[Experience]
Which becomes the next person’s zero moment of truth
…or initial awareness trigger
The Moments of Truth
12
Awareness Zero Moment of Truth[Consideration]
FirstMoment of Truth
[Shelf]
SecondMoment of Truth
[Experience]
Which becomes the next person’s zero moment of truth
…or initial awareness trigger
The Moments of Truth
13
ZMOT Orchestration
ADVOCACY
ENGAGEMENT
LOYALTY
AWARENESS
14
ZMOT Real World Challenges
15
QR Code Usage
16
Sales Associate Opportunity
17
Virtual Concierge
18
Content to Fuel ZMOTBusiness Challenge:
Ignite Health and Fitness Category driving awareness and engagement with female consumer
Solution:
BlogHer ‘Inspiration to Fitness’ Program
• 150+ pieces of highly relevant, engaging content in both the Blogher environment AND in the BestBuy.com environment
• 27 Million Impressions = Good Awareness
• Over 10K Comments = Great Engagement
19
ZMOT Content Benefits Business
20
Graco: Eliminate In-store Purchase Barriers
AWARENESS
ENGAGEMENT
21
AuditCreate Baseline
ExecuteTactics
MeasureAnd Optimize
Define The Business
Objective
DevelopStrategies
Plan/Measure/Optimize
22
What’s Your ZMOT Opportunity?
Conversation Velocity or Share of Voice?
Sentiment?
Both?Audit
Create Baseline
23
Measure
© BOLIN MARKETING 2011
24
Measure
LaminateWilsonart
Smart option
high definition
Baseline
Post Campaign
25
Questions?
Kelly HuguninEmail: [email protected]: @KHugunin
Dane Hartzell [email protected]: @ItsDane
