Download - 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
