google's zero moment of truth study

What is ZMOT?

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The Zero Moment of Truth refers to all the research consumers do online before making a purchase.

The internet has empowered people to know more about the product they’re going to buy, than the person selling it to them.

The Traditional Mental Model of Marketing(B2C)

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First Moment of

Truth

Second Moment of

Truth

Stimulus

At shelfIn-store

Experience

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How has the Internet changed the model?

The New Mental Model of Marketing

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First Moment of

Truth

Second Moment of

Truth

Stimulus

Pre-shopping | In-store | In-home

At shelfIn-store

Experience

ZMOT Variables

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ZMOT Sources

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ZMOT Sources

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How Do They Search?

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ZMOT Sources

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In-store Mobile Shopping Habits

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Showrooming

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How ZMOT affect the New Mental Model

ZMOT is…

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The New Mental Model of Marketing

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First Moment of

Truth

Second Moment of

Truth

Stimulus

Which becomes the next person’s ZMOT

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How to Win the Zero Moment of Truth

Follow Avinash’s 10/90 Rule

If you have $100 to invest in making smart decisions at ZMOT, you should invest $10 tools and vendor services, and the other $90 on big brains: people who can analyze the data, learn from it, and pass the insights onto you.

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How to WIN at ZMOT:

1. Put someone in charge

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How to WIN at ZMOT:

2. Find Your Zero Moments

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How to WIN at ZMOT:

3. Answer the Questions People are Asking

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How to WIN at ZMOT:

4. Optimize for ZMOT

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In 2011, only 21% of

websites were optimized for mobile

How to WIN at ZMOT:

5. Be Agile

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How to WIN at ZMOT:

6. Don’t Forget Video

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How to WIN at ZMOT:

7. Start

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How to Win at ZMOT:

1) Put someone in charge

2) Find your Zero Moments

3) Answer the questions people are asking

4) Optimize for ZMOT

5) Be Agile

6) Add Video

7) Start

http://www.zeromomentoftruth.com

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310.657.8175