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A perspective on using ZMOT the Zero Moment of Truth to activate audiences - Presentation given at the after dinner conference for Marketing Professionals.
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July 2014
The Frameworks
Leveraging the Zero Moment Of Truth
Using the Zero Moment Of Truth
OnurIbrahim.com@StrategyDigital
P&G wanted to win at each moment of truth in a supermarket
FMOT SMOT
July 2014Using the Zero Moment Of Truth
OnurIbrahim.com@StrategyDigital
19892005
Inventor of Business Class Cabins (SAS)
July 2014Using the Zero Moment Of Truth
They took Carlzon’s work and expanded it
OnurIbrahim.com@StrategyDigital
Today most buying decisions are pre-decided before the shelf
July 2014Using the Zero Moment Of Truth
…..moments of truth are more valid than ever
OnurIbrahim.com@StrategyDigital
The customer journey has changed
July 2014Using the Zero Moment Of Truth
OnurIbrahim.com@StrategyDigital
EXPLORE
“I look online and find out about
Ashley”
“I inspire to be like Ashley Harkleroad”
“I explore the wide range Adidas products
LOCATEDREAM
Opportunity: lead purchase intent through aspiration
Opportunity: Create product knowledge through aspiration
Opportunity: Make it easy to buy
Today customers evaluate a purchase before seeing it in real life
Building aspirationMake it easy to engage
Purchase focussed Make it easy to buy
July 2014Using the Zero Moment Of Truth
OnurIbrahim.com@StrategyDigital
6 step plan how to win at your ZMOT1. Quality content
2. Search Engine Optimization (SEO)
3. Inspiring positive reviews online and offline
4. Behavioral targeting across Search Marketing (SEM) - desktop & mobile
5. Publishing relevant videos
6. Interactions on social media websites
July 2014Using the Zero Moment Of Truth
OnurIbrahim.com@StrategyDigital
Proven through researchGoogle and various agencies
http://www.thinkwithgoogle.com/research-studies/2012-zmot-handbook.html
http://www.thinkwithgoogle.com/collections/zero-moment-truth.html
July 2014Using the Zero Moment Of Truth
OnurIbrahim.com@StrategyDigital
Further ResearchZeroMomentofTruth.com
ThinkwithGoogle.com
OnurIbrahim.com
July 2014Using the Zero Moment Of Truth
Tokyo13-1, Tsukiji 1-chomeChuo-kuTokyo 104-8172T/ +81 33547 2352F/ +81 3 3547 2353
London4th Floor Nutmeg House60 Gainsford StreetLondon SE1 2NYT/ +44 (0)20 3195 5220
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Tokyo13-1, Tsukiji 1-chomeChuo-kuTokyo 104-8172T/ +81 33547 2352F/ +81 3 3547 2353
London4th Floor Nutmeg House60 Gainsford StreetLondon SE1 2NYT/ +44 (0)20 3195 5220
Detroit108 Willits StreetBirmingham, MI 48009T/ +1 248 817 897148
817 8971
Thank you
