google, zmot,zero moment of truth,zee-mot
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MOTZMOT ZMOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTZTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOOTZMOTZMOTZMOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTZMOT ZMOTZMOTZMOT ZMOT
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ZMOTWINNINGTHE ZERO MOMENTOF TRUTH
By Jim Lecinski
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C ON T E N T S
7FOREWORD
D H
9CHAPTER 1:
C R
15CHAPTER 2:
T NM M
23CHAPTER 3:
ZMOT AA U
31CHAPTER 4:R R:W MOT
37CHAPTER 5:Eq T,N A
45CHAPTER 6:
H W ZMOT
55CHAPTER 7:MOT N?
59K I G
70END NOTES 72ACKNOWLEDGEMENTS61APPENDIX
73ABOUT THE AUTHOR
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7
D I N A H O W E L L
Chie Executive Oicer
Saatchi & Saatchi X
F O R E W O R D
Im passionate about marketing.I
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9
When consumers hear about a product today, their rst reaction
is Let me search online or it.And so they go on a journey o discovery: about a product,a service, an issue, an opportunity.
Today you are not behind your competition. You are not behindthe technology. You are behind your consumer.
Rishad TobaccowalaChie Strategy & Innovation Oicer
VivaKi
Every so often, something comesalong and changes the rulebook.
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A BUSY MOM IN A MINIVAN,
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AN OFFICE MANAGER AT HER DESK,
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A YOUNG WOMAN IN HER CONDO, j .
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BUTWould it surprise you to know that a ull 70% o
Americans now say they look at product reviewsbeore making a purchase?2
Or that 79% o consumers now say they use a smart-phone to help with shopping?3
Or that 83% o moms say they do online research
ater seeing TV commercials or products thatinterest them?4
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Chapter 1: Changing the Rulebook
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The best brands consistently win two moments o truth. The rst moment
occurs at the store shel, when a consumer decides whether to buy one brand
or another. The second occurs at home, when she uses the brand and is
delighted, or isnt.
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ZMOT: Winning the Zero Moment o Truth
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Chapter 1: Changing the Rulebook
Lets dig in.
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MODELTHE NEW MENTAL MODELTHE NEW MENTAL MODEL THE NEW MENTAL MODELTHE NEW MENTAL MODEL THE NEW MENTAL MODELTHE NEW MENTAL MODELTHEHE NEW MENTAL MODELTHE NEW MENTAL MODELTHE NEW MENTAL MODEL THE NE NEW MENTAL MODELTHE NEW MENTAL MODEL THE NEW MENTAL MODELTHE NEWE NEW MENTAL MODEL THE NEW MENTAL MODELTHE NEW MENTAL MODELTHE NEHE NEW MENTAL MODELTHE NEW MENTAL MODELTHE NEW MENTAL MODEL THE NE NEW MENTAL MODELTHE NEW MENTAL MODEL THE NEW MENTAL MODELTHE NEWE NEW MENTAL MODEL THE NEW MENTAL MODELTHE NEW MENTAL MODELTHE NEHE NEW MENTAL MODELTHE NEW MENTAL MODELTHE NEW MENTAL MODEL THE NE NEW MENTAL MODELTHE NEW MENTAL MODEL THE NEW MENTAL MODELTHE NEWE NEW MENTAL MODEL THE NEW MENTAL MODELTHE NEW MENTAL MODELTHE NEHE NEW MENTAL MODELTHE NEW MENTAL MODELTHE NEW MENTAL MODEL THE NE NEW MENTAL MODELTHE NEW MENTAL MODEL THE NEW MENTAL MODELTHE NEWE NEW MENTAL MODEL THE NEW MENTAL MODELTHE NEW MENTAL MODELTHE NEHE NEW MENTAL MODELTHE NEW MENTAL MODELTHE NEW MENTAL MODEL THE NE NEW MENTAL MODELTHE NEW MENTAL MODEL THE NEW MENTAL MODELTHE NEWE NEW MENTAL MODEL THE NEW MENTAL MODELTHE NEW MENTAL MODELTHE NEHE NEW MENTAL MODELTHE NEW MENTAL MODELTHE NEW MENTAL MODEL THE NE NEW MENTAL MODELTHE NEW MENTAL MODEL THE NEW MENTAL MODELTHE NEWE NEW MENTAL MODEL THE NEW MENTAL MODELTHE NEW MENTAL MODELTHE NEHE NEW MENTAL MODELTHE NEW MENTAL MODELTHE NEW MENTAL MODEL THE NE NEW MENTAL MODELTHE NEW MENTAL MODEL THE NEW MENTAL MODELTHE NEWE NEW MENTAL MODEL THE NEW MENTAL MODELTHE NEW MENTAL MODELTHE NEHE NEW MENTAL MODELTHE NEW MENTAL MODELTHE NEW MENTAL MODEL THE NE NEW MENTAL MODELTHE NEW MENTAL MODEL THE NEW MENTAL MODELTHE NEWE NEW MENTAL MODEL THE NEW MENTAL MODELTHE NEW MENTAL MODELTHE NEHE NEW MENTAL MODELTHE NEW MENTAL MODELTHE NEW MENTAL MODEL THE NE NEW MENTAL MODELTHE NEW MENTAL MODEL THE NEW MENTAL MODELTHE NEWE NEW MENTAL MODEL THE NEW MENTAL MODELTHE NEW MENTAL MODELTHE NEHE NEW MENTAL MODELTHE NEW MENTAL MODELTHE NEW MENTAL MODEL THE NE NEW MENTAL MODELTHE NEW MENTAL MODEL THE NEW MENTAL MODELTHE NEWE NEW MENTAL MODEL THE NEW MENTAL MODELTHE NEW MENTAL MODELTHE NEHE NEW MENTAL MODELTHE NEW MENTAL MODELTHE NEW MENTAL MODEL THE NE NEW MENTAL MODELTHE NEW MENTAL MODELTHE NEW MENTAL MODELTHE NEWE NEW MENTAL MODEL THE NEW MENTAL MODELTHE NEW MENTAL MODELTHE NEHE NEW MENTAL MODELTHE NEW MENTAL MODELTHE NEW MENTAL MODEL THE NE NEW MENTAL MODELTHE NEW MENTAL MODEL THE NEW MENTAL MODELTHE NEWE NEW MENTAL MODEL THE NEW MENTAL MODELTHE NEW MENTAL MODELTHE NEHE NEW MENTAL MODELTHE NEW MENTAL MODELTHE NEW MENTAL MODEL THE NE NEW MENTAL MODELTHE NEW MENTAL MODEL THE NEW MENTAL MODELTHE NEWE NEW MENTAL MODEL THE NEW MENTAL MODELTHE NEW MENTAL MODELTHE NEHE NEW MENTAL MODELTHE NEW MENTAL MODELTHE NEW MENTAL MODEL THE NE NEW MENTAL MODELTHE NEW MENTAL MODEL THE NEW MENTAL MODELTHE NEWE NEW MENTAL MODEL THE NEW MENTAL MODELTHE NEW MENTAL MODELTHE NEHE NEW MENTAL MODELTHE NEW MENTAL MODELTHE NEW MENTAL MODEL THE NE NEW MENTAL MODELTHE NEW MENTAL MODEL THE NEW MENTAL MODELTHE NEW
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Human beings cant run a milein under four minutes. It simplyisnt possible.
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The our-minute mile seemed like a
physical barrier that humans could not
Engagement with the customer today isnt just pouring a messagedown on their head and hoping they get wet.
It really is understanding that you must be present in a conversa-tion when want to have it, not when you want to.
Pre-shopping beore buying has become a huge, huge part ocustomer behavior. In the past, it was pretty much conned tobig-ticket items like cars, or expensive electronics or homes. Now
people engage in discovery beore shopping on very small things.Its crossed all categories o shopping behavior. Its just the way
people buy today.
Bob Thacker
Gravitytank Strategic Advisor
and ormer CMO o OiceMax
C HAP T ER
2
THE NEW M ENTAL
M O D E L
cross until May 6, 1954. That was the
day that Roger Bannister, in a meet at
Oxord, ran a mile in 3:59.4. He broke the
barrier. Suddenly, in the next three years,
16 other runners cracked the our-minute
mile as well.
Was there some breakthrough in human
evolution? No. What had changed was the
mental model.
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ZMOT: Winning the Zero Moment o Truth
Stimulus First Moment of Truth
(Shelf)
SecondMoment of Truth
(Experience)
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Figure 2-2: The new mental model
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Chapter 2: The New Mental Model
Stimulus First Moment of Truth
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SecondMoment of Truth
(Experience)
Which becomes thenext persons ZMOT
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18
ZMOT: Winning the Zero Moment o Truth
Figure 2-3: Top sources used by shoppers when making purchasedecisions by type (top dened as those above a 17% source usage average)
60 %
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N=5,003
Source: Google/Shopper Sciences, Zero Moment of Truth Macro Study, U.S., April 2011
Stimulus
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Chapter 2: The New Mental Model
50 % 49 %
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ZMOT: Winning the Zero Moment o Truth
T :
Figure 2-4: Sources used by net type
Q2 When you were considering purchasing [PRODUCT] what sources o inormation did you seek out tohelp with your decision?
Base N=5,003
Source: Google/Shopper Sciences, Zero Moment o Truth Macro Study, U.S., April 2011
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Chapter 2: The New Mental Model
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:Were entering an era o reciprocity. We now have to engage people in a way
thats useul or helpul to their lives. The consumer is looking to satisy their
needs, and we have to be there to help them with that. To put it another way:
How can we exchange value instead o just sending a message?
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T ALL AROUND USZMOT ALL AROUND USZMOT ALL AROUND US ZMOT ALL AROUNUND USZMOT ALL AROUND US ZMOT ALL AROUND USZMOT ALL AROUND USZMZMOT ALL AROUND USZMOT ALL AROUND USZMOT ALL AROUND US ZMOT ALL AROUND USZMOT ALL AROUND US ZMOT ALL AROUND USZMOT ALL AROUND USZMOTT ALL AROUND USZMOT ALL AROUND USZMOT ALL AROUND US ZMOT ALL AROUN
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What makes a Zero Momentof Truth?
It happens online typically start-
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It happens in real time, at any time of
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C HAP T ER
3
Z MOT A L L A R OU N D
U S
Weve all had those Sunday evening standing-in-ront-o-the-
mirror moments, when we suddenly know weve got to drop aew pounds.
In the past youd go into the kitchen and grab the phone book othe top shel and fip through it and probably not even know whatcategory to start with. But now you go online immediately. Theamount o brand and user-generated content available instantly atZMOT is just amazing.
Our drive now is almost exclusively online. We have lots oresources available to prospective health club members, whetherthey hear about us in conversation or have one o those mirrormoments. Even late on Sunday night.
Dennis Cary
Chie Marketing Oicer and SVP
Bally Total Fitness
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L I 84% - S S
2011 M S . W
infuential . F ,
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Seeking and Sharing New IdeasT , G :pumpkin bread recipe, low-at
recipes, Texas-style chili, gluten-ree muns, Thanksgiving side dishes, how to make
old-ashioned chocolate chip cookies.
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ZMOT: Winning the Zero Moment o Truth
54%comparison-shopped for products online
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W ? ZMOT . T - j
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MT. RL., .
Later she switched to searches like ratings or Lexus 250 and ound reviews rom
AOL Autos, Epinions, Cars.com and several other sources. Then she went to Edmundsand Kelley Blue Book to look or prices. And then she went to the Lexus ocial site to
check paint and interior colors and other options. I youve bought a car lately, youve
seen this woman in the dealership with a handul o ZMOT printouts, or showing her
smartphone screen to the salesperson. Maybe youve been that woman yoursel.
Shopper Sciences analyzed the sources o infuence on car buyers over the length
o their purchase cycle. They asked shoppers, Did you use search engines in your
decision?, How infuential were search engines in your decision making? Then they
turned the results into this heat map:
Figure 3-1: Net infuence o search engines heatmap or auto
Base N=500
Source: Google/Shopper Sciences, Zero Moment o Truth Automotive Study, U.S., April 2011
Chapter 3: ZMOT All Around Us
Deg
ree
ofInuence
Most PeopleFewest People
Time From Purchase
10
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W ? I 64%
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Making Smart Choices FastL . H ZMOT
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ZMOT: Winning the Zero Moment o Truth
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27
Figure 3-2: Average purchase cycles or three diverse categories
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I have a neighbor whos not tech savvy, but when the recession hit, we were
talking and she said, Ive got our boys and Im at the grocery store ve days
a week and its just killing us. Weve got college coming in a ew years. Ive
got to start looking at how Im spending my money.
Chapter 3: ZMOT All Around Us
Morethan a year
before46
monthsbefore
A monthbefore 2 weeks
before 46 daysbefore One day
before 58 hoursbefore 12 hours
beforeA few
moments beforeI purchased
7%10%
17%
23%
2%
3%
1%0%
1% 1%1%
6%
17%
5%4%
Technology
1% 1%0%
0%0%
0% 1%
1%3%
5%
7%
2% 17%
Automotive
CPG Grocery
11%
17%
13%
21%
6% 5%
17%15%
4% 8% 9%
3% 6%4%
1%1%
1%2% 3%
3%
14%
Source: Google/Shopper Sciences, Zero Moment o Truth Industry Studies, U.S., April 2011Automotive N=500, CPG Grocery N=500, Tech N=500
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ZMOT: Winning the Zero Moment o Truth
She started couponing online. Then once she became savvy about sites like
Coupons.com, she started looking at circulars and specials online and plan-
ning her meals out a week in advance. And then she also began to do research
online or almost every product she bought to see what other people had said
about it. Its contagious.
She doesnt call it ZMOT, but she does tell me that now instead o going to
the store ve days a week, shes going one or two times a week. With coupons
and research and planning her meals, shes saving $200 to $250 a month. She
told me, Thats college money or us. Thats a vacation.
The Wall Street Journal 2011 , I-S S B
A H:
Its well known that consumers research expensive products like electronicsonline, but coming out o the recession, consumers are more scrupulous
about researching their everyday products such as diapers and detergent, too.
More than a th o them also research ood and beverages, nearly a third
research pet products and 39% research baby products.6
T, 62%
, .
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.
A R T VK : D . C
connection .
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Chapter 3: ZMOT All Around Us
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OF MOT RATINGS & REVIEWS: WORD OF MOTRATINGS & REVIEWS: WORD OF MOTRS: WORD OF MOT RATINGS & REVIEWS: WORD OF MOTRATINGS & REVIEWS: WORDREVIEWS: WORD OF MOT RATINGS & REVIEWS: WORD OF MOTRATINGS & REVIES & REVIEWS: WORD OF MOT RATINGS & REVIEWS: WORD OF MOTRATINGS & RETINGS & REVIEWS: WORD OF MOT RATINGS & REVIEWS: WORD OF MOTRATINGSF MOTRATINGS & REVIEWS: WORD OF MOT RATINGS & REVIEWS: WORD OF MO
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REVIEWS: WORD OF MOTRATINGS & REVIEWS: WORD OF MOT RATINGS & REVIEWTINGS & REVIEWS: WORD OF MOTRATINGS & REVIEWS: WORD OF MOT RATINGS
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: WORD OF MOTRATINGS & REVIEWS: WORD OF MOT RATINGS & REVIEWS: WOR
REVIEWS: WORD OF MOTRATINGS & REVIEWS: WORD OF MOT RATINGS & REVIEW
TINGS & REVIEWS: WORD OF MOTRATINGS & REVIEWS: WORD OF MOT RATINGS
OF MOTRATINGS & REVIEWS: WORD OF MOTRATINGS & REVIEWS: WORD OF MOTS: WORD OF MOTRATINGS & REVIEWS: WORD OF MOTRATINGS & REVIEWS: WORDREVIEWS: WORD OF MOTRATINGS & REVIEWS: WORD OF MOTRATINGS & REVIEWS:TINGS & REVIEWS: WORD OF MOTRATINGS & REVIEWS: WORD OF MOTRATINGS &T RATINGS & REVIEWS: WORD OF MOTRATINGS & REVIEWS: WORD OF MOTRATINGSOF MOT RATINGS & REVIEWS: WORD OF MOTRATINGS & REVIEWS: WORD OF MOTRS: WORDOFMOT RATINGS & REVIEWS: WORD OF MOTRATINGS & REVIEWS: WORDREVIEWS: WORD OF MOT RATINGS & REVIEWS: WORD OF MOTRATINGS & REVIES & REVIEWS: WORD OF MOT RATINGS & REVIEWS: WORD OF MOTRATINGS & RETINGS & REVIEWS: WORD OF MOT RATINGS & REVIEWS: WORD OF MOTRATINGSF MOTRATINGS & REVIEWS: WORD OF MOT RATINGS & REVIEWS: WORD OF MO
: WORD OF MOTRATINGS & REVIEWS: WORD OF MOT RATINGS & REVIEWS: WOR
REVIEWS: WORD OF MOTRATINGS & REVIEWS: WORD OF MOT RATINGS & REVIEW
TINGS & REVIEWS: WORD OF MOTRATINGS & REVIEWS: WORD OFMOTRATINGS
OF MOTRATINGS & REVIEWS: WORD OF MOTRATINGS & REVIEWS: WORD OF MOTS: WORD OF MOTRATINGS & REVIEWS: WORD OF MOTRATINGS & REVIEWS: WORDREVIEWS: WORD OF MOTRATINGS & REVIEWS: WORD OF MOTRATINGS & REVIEWS:TINGS & REVIEWS: WORD OF MOTRATINGS & REVIEWS: WORD OF MOTRATINGS &T RATINGS & REVIEWS: WORD OF MOTRATINGS & REVIEWS: WORD OF MOTRATINGSOF MOT RATINGS & REVIEWS: WORD OF MOTRATINGS & REVIEWS: WORD OF MOTRS: WORD OF MOT RATINGS & REVIEWS: WORD OF MOTRATINGS & REVIEWS: WORDREVIEWS: WORD OF MOT RATINGS & REVIEWS: WORD OF MOTRATINGS & REVIE
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This is the rst time in history that word o mouth has becomea digitally-archived medium.
Brett HurtFounder and CEO
Bazaarvoice
The tremendous explosion ofratings and reviews online has
changed how people get informa-tion. But the change is still basedon that oldest of human traits:word of mouth.
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C HAP T ER
4
R AT I N GS A N D R E V I E W S :
W O R D OF M OT
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B -
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Will it save me money?
Will it save me time?
Will it improve my life?
W ZMOT,
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$500. I $500. I j I TV
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4.3 5.0, B H B. H W-M J
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Bad reviews arent all bad.P , D R. B .
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ZMOT: Winning the Zero Moment o Truth
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, .
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Getting an online referral from a friend
Becoming a friend or follower of a brand
Reading blogs where the product was discussed
Seeing the brand mentioned on a social networking site like Facebook
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Chapter 4: Ratings and Reviews: Word o MOT
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T ,
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. Y ZMOT.
A - .
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Figure 4-1: Example o Googles +1 button in search results
Source: +1 as illustrated on the Google Ocial Google Blog on 3/30/11
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ZMOT: Winning the Zero Moment o Truth
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.
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Chapter 4: Ratings and Reviews: Word o MOT
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HOUGHT, NOT AFTERTHOUGHTEQUAL THOUGHT, NOT AFTERTHOUGHTEQUAL THOUGHT EQUAL THOUGHT, NOT AFTERTHOUGHTEQUAL THOUGHT, NOT AFTERTHOUGHTEQUTERTHOUGHT EQUAL THOUGHT, NOT AFTERTHOUGHTEQUAL THOUGHT, NOT AFTERTHHT, NOT AFTERTHOUGHT EQUAL THOUGHT, NOT AFTERTHOUGHTEQUAL THOUGHT, NTHOUGHT, NOT AFTERTHOUGHT EQUAL THOUGHT, NOT AFTERTHOUGHTEQUAL THOTEQUAL THOUGHT, NOT AFTERTHOUGHT EQUAL THOUGHT, NOT AFTERTHOUGHTEERTHOUGHTEQUAL THOUGHT, NOT AFTERTHOUGHT EQUAL THOUGHT, NOT AFTERTT, NOT AFTERTHOUGHTEQUALTHOUGHT, NOT AFTERTHOUGHT EQUAL THOUGHT, N
TEQUAL THOUGHT, NOT AFTERTHOUGHTEQUAL THOUGHT, NOT AFTERTHOUGHT EERTHOUGHTEQUAL THOUGHT, NOT AFTERTHOUGHTEQUAL THOUGHT, NOT AFTERTHT, NOT AFTERTHOUGHTEQUAL THOUGHT, NOT AFTERTHOUGHTEQUAL THOUGHT, NO
HT EQUAL THOUGHT, NOT AFTERTHOUGHTEQUAL THOUGHT, NOT AFTERTHOUGHTEQUTERTHOUGHT EQUAL THOUGHT, NOT AFTERTHOUGHTEQUAL THOUGHT, NOT AFTERTHHT, NOT AFTERTHOUGHT EQUAL THOUGHT, NOT AFTERTHOUGHTEQUAL THOUGHT, NTHOUGHT, NOT AFTERTHOUGHT EQUAL THOUGHT, NOT AFTERTHOUGHTEQUAL THOTEQUAL THOUGHT, NOT AFTERTHOUGHT EQUAL THOUGHT, NOT AFTERTHOUGHTEERTHOUGHTEQUAL THOUGHT, NOT AFTERTHOUGHT EQUAL THOUGHT, NOT AFTERT
T, NOT AFTERTHOUGHTEQUAL THOUGHT, NOT AFTERTHOUGHT EQUAL THOUGHT, N
TEQUAL THOUGHT, NOT AFTERTHOUGHTEQUALTHOUGHT,NOT AFTERTHOUGHT EERTHOUGHTEQUAL THOUGHT, NOT AFTERTHOUGHTEQUAL THOUGHT, NOT AFTERTHT, NOT AFTERTHOUGHTEQUAL THOUGHT, NOT AFTERTHOUGHTEQUAL THOUGHT, NO
HT EQUAL THOUGHT, NOT AFTERTHOUGHTEQUAL THOUGHT, NOT AFTERTHOUGHTEQUTERTHOUGHT EQUAL THOUGHT, NOT AFTERTHOUGHTEQUAL THOUGHT, NOT AFTERTHHT, NOT AFTERTHOUGHT EQUAL THOUGHT, NOT AFTERTHOUGHTEQUAL THOUGHT, NTHOUGHT, NOT AFTERTHOUGHT EQUAL THOUGHT, NOT AFTERTHOUGHTEQUAL THOTEQUAL THOUGHT, NOT AFTERTHOUGHT EQUAL THOUGHT, NOT AFTERTHOUGHTEERTHOUGHTEQUAL THOUGHT, NOT AFTERTHOUGHT EQUAL THOUGHT, NOT AFTERT
T, NOT AFTERTHOUGHTEQUAL THOUGHT, NOT AFTERTHOUGHT EQUAL THOUGHT, N
TEQUAL THOUGHT, NOT AFTERTHOUGHTEQUAL THOUGHT, NOT AFTERTHOUGHT EERTHOUGHTEQUAL THOUGHT, NOT AFTERTHOUGHTEQUAL THOUGHT,NOTAFTERTHT, NOT AFTERTHOUGHTEQUAL THOUGHT, NOT AFTERTHOUGHTEQUAL THOUGHT, NO
HT EQUAL THOUGHT, NOT AFTERTHOUGHTEQUAL THOUGHT, NOT AFTERTHOUGHTEQUTERTHOUGHT EQUAL THOUGHT, NOT AFTERTHOUGHTEQUAL THOUGHT, NOT AFTERTHHT, NOT AFTERTHOUGHT EQUAL THOUGHT, NOT AFTERTHOUGHTEQUAL THOUGHT, NTHOUGHT, NOT AFTERTHOUGHT EQUAL THOUGHT, NOT AFTERTHOUGHTEQUAL THOTEQUAL THOUGHT, NOT AFTERTHOUGHT EQUAL THOUGHT, NOT AFTERTHOUGHTEERTHOUGHTEQUAL THOUGHT, NOTAFTERTHOUGHTEQUAL THOUGHT, NOT AFTERT
T, NOT AFTERTHOUGHTEQUAL THOUGHT, NOT AFTERTHOUGHT EQUAL THOUGHT, N
TEQUAL THOUGHT, NOT AFTERTHOUGHTEQUAL THOUGHT, NOT AFTERTHOUGHT EERTHOUGHTEQUAL THOUGHT, NOT AFTERTHOUGHTEQUAL THOUGHT, NOT AFTERTHT, NOT AFTERTHOUGHTEQUAL THOUGHT, NOT AFTERTHOUGHTEQUAL THOUGHT, NO
HT EQUAL THOUGHT, NOT AFTERTHOUGHTEQUAL THOUGHT, NOT AFTERTHOUGHTEQUTERTHOUGHT EQUAL THOUGHT, NOT AFTERTHOUGHTEQUAL THOUGHT, NOT AFTERTHHT, NOT AFTERTHOUGHT EQUAL THOUGHT, NOT AFTERTHOUGHTEQUAL THOUGHT, NTHOUGHT, NOT AFTERTHOUGHT EQUAL THOUGHT, NOT AFTERTHOUGHTEQUAL THOT EQUAL THOUGHT NOT AFTERTHOUGHT EQUAL THOUGHT NOT AFTERTHOUGHT E
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What we ace now is a pace o change that is unprecedented.Major innovations that used to change our liestyles maybe onceor twice in a generation, were seeing that now almost on anannual basis.
So what needs to be top o mind or all marketers, no matterhow established their brand is, is to stay relevant amongour consumers.
We have to think about how the lives o our end users are changing,whether that end user is a consumer, a patient, a doctor oranyone else. And to remain relevant we need to be part o theirnew ecosystem.
Kim KadlecWorldwide Vice PresidentGlobal Marketing Group
Johnson & Johnson
If theres one truth Id like you totake away from this book, its this:ZMOT must be an equal thought,not an afterthought.
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Nobody looks online or-toothpaste or paper clips.
R? T 3M. I -
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C HAP T ER
5
EQUAL THOUG HT, NOT
A F T E R T H O U G H T
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ZMOT: Winning the Zero Moment o Truth
3,000 . C :
I use this tape all the time because it holds the things I want to hold together
without being seen. I have used this product or years and will continue using
it or many more years.
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Maybe i you make locomotives, or the sotware that automates production
lines, you think: Why should I have videos or web content out there? Whos
going to use that?
But one day at our marketing council we did YouTube searches or just thosekinds o things. And you know what? Up came hundreds o videos, including
videos rom our competitors on things like intelligent thinking or production
line automation. It was a great eye-opener. I think we could have entered any
topic and ound the same thing.
Weve seen enough data to know that C-level executives do their own search
queries or research beore they ever meet with potential suppliers. Whether
youre buying a new rerigerator or a jet engine, you want to do your home-
work in advance.
I , ,
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Chapter 5: Equal Thought, Not Aterthought
2011: W 60% U.S. f
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Figure 5-1: Cross-category chart
Category Purchased
Number osources usedby the typical
shopper
Averageusage across
sources
% oshoppers
infuenced at
ZMOT
Automotive 18.2 34% 97%
Technology (Consumer Electrionics) 14.8 30% 92%
Voters 14.7 35% 95%
Travel 10.2 22% 99%
Over-the-Counter Health 9.8 18% 78%
Consumer Packaged Goods: Grocery 7.3 15% 61%
Consumer Packaged Goods:Health/Beauty/Personal Care
7 14% 63%
Quick-Serve Restaurants 5.8 12% 72%
Banking 10.8 25% 91%
Insurance 11.7 26% 94%
Credit Card 8.6 19% 81%
Investments 8.9 20% 89%
Source: Google/Shopper Sciences, Zero Moment o Truth Industry Studies, U.S., April 2011
Sample sizes or each category noted in appendix Figure A-10.
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ZMOT: Winning the Zero Moment o Truth
W 95% 99% f, I
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stores, you can see moms running in around our oclock. Our research team
has stood in grocery stores and watched this happen. Moms go straight to the
meat counter I know I need bee and thats when they pull out the
phone and start looking online. Theyre checking recipes, or theyre eyeing a
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Chapter 5: Equal Thought, Not Aterthought
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Q2 When you were considering purchasing [PRODUCT] what sources o inormation did you seek out tohelp with your decision?
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Source: Google/Shopper Sciences, Zero Moment o Truth Macro Study, U.S., April 2011
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ZMOT: Winning the Zero Moment o Truth
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Chapter 5: Equal Thought, Not Aterthought
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HO TO I T Z OT HOW TO WIN AT ZMOT HOW TO WIN AT ZMOT HO TO
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45
Betty Crocker got 40005000 letters a day in the 1940s, and wehired hundreds o people to send personal answers. In the 1960swe had 350,000 people join the Bisquick Recipe Club. That wassocial media beore social media existed.
With the new online and digital tools weve got now, GeneralMills has picked right up where our oremarketers were then.
Its all at our ngertips now.
Mark AddicksSenior Vice President andChie Marketing Oicer
General Mills
I love that quote that MarkAddicks shared with me, becauseit really gets at the heart of howZMOT is a brand new part ofa grand old tradition.
I
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HOW T O WIN AT
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Does your website or your message
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How does your brand appear on
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If someone searches for key phrases
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ZMOT: Winning the Zero Moment o Truth
Figure 6-1: Search exercise
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Chapter 6: How to Win at ZMOT
2. Find Your Zero MomentsW Z M T , ? T
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ZMOT: Winning the Zero Moment o Truth
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This is one o the best search engine optimization tales Ive ever heard. In the
midst o the health care debate, the Obama White House started monitoring
what questions people were asking online about the health care bill.
And they determined that the #1 most searched question was simply, Whats
in the health care bill? So they actually drated a blog post or the White
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Chapter 6: How to Win at ZMOT
House website and titled it, exactly, Whats in the health care bill?
It worked! During the heat o the debate, i you searched or that phrase, the
#1 link that came up was to that blog post on WhiteHouse.gov, which speci-
cally laid out the Presidents plans around health care.
What I love about that story is that you have a team who understood how
the web works, how people use the web to seek inormation, and they used
their website to their own advantage. And the best part is that it cost nothing.
It cost nothing other than the time it took to actually have that person type
up that blog post.
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ZMOT: Winning the Zero Moment o Truth
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. M- 11.5%
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First position matters even more in mobile. Thats true whether youre talking
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Chapter 6: How to Win at ZMOT
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ZMOT: Winning the Zero Moment o Truth
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Chapter 6: How to Win at ZMOT
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NEXT? MOTS NEXT?MOTS NEXT?MOTS NEXT? MOTS NEXT?MOTS NEXT?MOEXT?MOTS NEXT? MOTS NEXT?MOTS NEXT?MOTS NEXT? MOTS NEXT?MO
S NEXT?MOTS NEXT?MOTS NEXT? MOTS NEXT?MOTS NEXT?MOTS NEXT?NEXT?MOTS NEXT?MOTS NEXT?MOTS NEXT? MOTS NEXT?MOTS NEXT?MOEXT?MOTS NEXT? MOTS NEXT?MOTS NEXT?MOTS NEXT? MOTS NEXT?MO
S NEXT?MOTS NEXT?MOTS NEXT? MOTS NEXT?MOTS NEXT?MOTS NEXT?NEXT? MOTS NEXT?MOTS NEXT?MOTS NEXT? MOTS NEXT?MOTS NEXT?MOEXT?MOTS NEXT? MOTS NEXT?MOTS NEXT?MOTS NEXT? MOTS NEXT?MO
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S NEXT?MOTS NEXT?MOTS NEXT? MOTS NEXT?MOTS NEXT?MOTS NEXT?NEXT? MOTS NEXT?MOTS NEXT?MOTS NEXT? MOTS NEXT?MOTS NEXT?MOEXT?MOTS NEXT? MOTS NEXT?MOTS NEXT?MOTS NEXT? MOTS NEXT?MO
S NEXT?MOTS NEXT?MOTS NEXT? MOTS NEXT?MOTS NEXT?MOTS NEXT?NEXT? MOTS NEXT?MOTS NEXT?MOTS NEXT? MOTS NEXT?MOTS NEXT?MOEXT?MOTS NEXT? MOTS NEXT?MOTS NEXT?MOTS NEXT? MOTS NEXT?MO
S NEXT?MOTS NEXT?MOTS NEXT? MOTS NEXT?MOTS NEXT?MOTS NEXT?NEXT? MOTS NEXT?MOTS NEXT?MOTS NEXT? MOTS NEXT?MOTS NEXT?MOEXT?MOTS NEXT? MOTS NEXT?MOTS NEXT?MOTS NEXT? MOTS NEXT?MO
S NEXT?MOTS NEXT?MOTS NEXT? MOTS NEXT?MOTS NEXT?MOTS NEXT?NEXT? MOTS NEXT?MOTS NEXT?MOTS NEXT? MOTS NEXT?MOTS NEXT?MOEXT?MOTS NEXT? MOTS NEXT?MOTS NEXT?MOTSNEXT?MOTS NEXT?MO
S NEXT?MOTS NEXT?MOTS NEXT? MOTS NEXT?MOTS NEXT?MOTS NEXT?NEXT? MOTS NEXT?MOTS NEXT?MOTS NEXT? MOTS NEXT?MOTS NEXT?MOEXT?MOTS NEXT? MOTS NEXT?MOTS NEXT?MOTS NEXT? MOTS NEXT?MO
S NEXT?MOTS NEXT?MOTS NEXT? MOTS NEXT?MOTS NEXT?MOTS NEXT?NEXT? MOTS NEXT?MOTS NEXT?MOTS NEXT? MOTS NEXT?MOTS NEXT?MOEXT?MOTS NEXT? MOTS NEXT?MOTS NEXT?MOTS NEXT? MOTS NEXT?MO
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S NEXT?MOTS NEXT?MOTS NEXT? MOTS NEXT?MOTS NEXT?MOTS NEXT?NEXT? MOTS NEXT?MOTS NEXT?MOTS NEXT? MOTS NEXT?MOTS NEXT?MOEXT?MOTS NEXT? MOTS NEXT?MOTS NEXT?MOTS NEXT? MOTS NEXT?MO
S NEXT? MOTS NEXT? MOTS NEXT? MOTS NEXT? MOTS NEXT? MOTS NEXT?
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Were about to see a merging o all the moments o truth. Youllbe looking at a product on the shel and using your cell phone to
nd inormation and read reviews and then maybe you decide itsreally cool, so you like it or your riends, all within a minute.
A consumer journey that once covered days, weeks or months justhappened in a matter o seconds.
Matt MoogFounder and CEO
ViewPoints Network
What an exciting time to bea marketer.
T
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Ten years ago, less than 2% o the
population was online. Now that number
is over 25% globally, and close to 100% in
many countries. Two-thirds o the worlds
population has mobile phones. By 2020,
5 billion people will be on the web and
10 billion people will have mobile phones.
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ZMOT: Winning the Zero Moment o Truth
When shoppers have a bar code scanner in their pocket, with one click they
can unlock everything they want to know: which o their riends like these
products, what the ingredients are, other use cases or the products, the
science and content and details behind the product. You cant underestimate
how people are going to use that.
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We may come to a place where you show the shopper the end result and they
can deconstruct it themselves right there.
Lets say my 6-year-olds birthday is coming up and I have very limited time.
I know my daughter is crazy about Disney princesses, so maybe I search onlinereal quick or princess birthday party. And what I ought to nd is a video I
can look at in under two minutes and say, yes, I can make that. I can do that.
That sounds un.
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Chapter 7: MOTs Next?
And then we can serve up additional content to that shopper. Need decora-
tions? What do the invitations look like? What do we do during the party?
All this happens beore any traditional media hits this happens on the
shoppers schedule, on her time.
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A P P E N D IX
F ZMOT : T G/
S S, Z M T S, U.S.
A 2011.
Study Objectives:
T
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- , 2) 3)
f .
Methodology:
S S 5,000 . T
F-
. A q
- , . D
: A, H, CPG G, H/
B/P C, C T, T, R, C C, I, I-, B P E C S. F ,
F A-10.
Additional indings:
S . R,
.
Figure A-1: Number o sources and usage
2010
Average # Sources Used Average Usage
2011
5.27
10.4
2010 2011
9%
17%
Source: Google/Shopper Sciences, Zero Moment o Truth Macro Study Industry Studies, U.S., April 2011
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ZMOT: Winning the Zero Moment o Truth
ZMOT q . FMOT
q OTC H, H B, G R,
76% FMOT R S S
FMOT .
Figure A-2: Sources used occurrence o stimulus, ZMOT and FMOTby category
Heat Map Data
H (F A-3 A-4) : T
X , ,
. T
. O Y , ,
f .
2010
Datab
ase
2011
Macr
oStud
y
Autom
otive
Banki
ng
Credit
Cards
Insura
nce
Investme
nts
OTCH
ealth
CPGhea
lth&B
eauty
CPGGr
ocery
Restaura
nt
Travel
Voter
s
Techn
ology
Sources Used ZMOT Subgroups Stimulous ZMOT FMOT
70% 77%97%
76%47% 79%
57% 83%95%
93%
76%34%
77% 89%
75% 84% 97%
91% 81%94%
89%78%
63% 61% 72% 99% 95%92%
69% 76% 86%75% 84%
79% 70% 79%
63% 64% 65% 67%
99%
81%
Q2 When you were considering purchasing [PRODUCT], what sources o inormation did you seek out tohelp with your decision?
Base: N=5,003
Source: Google/Shopper Sciences, Zero Moment o Truth Macro and Industry Studies, U.S., April 2011Sample sizes or each category noted in appendix Figure A-10
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Y ,
SMOT I .
Figure A-5: Stimulus, ZMOT, FMOT and SMOT by age group
Source: Google/Shopper Sciences, Zero Moment o Truth Macro Study, U.S., April 2011
Figure A-6: Source usage, tactical Internet and brand behavior byage group
Source: Google/Shopper Sciences, Zero Moment o Truth Macro Study, U.S., April 2011
Age Stimulus ZMOT FMOT SMOT
1834 (N=1,594) 82% 91% 81% 70%
3549 (N=1,112) 77% 85% 75% 62%
50+ (N=2,297) 72% 79% 76% 51%
22%15.5% 15% 10.3% 11% 7.7%
1834(N=1,594)
3549(N=1,112)
50+(N=2,297)
Avg. usage
Avg. # used
Source Node Usage
Tactical Internet Behaviors
Brand in Mind
69%64%62%
29%
14%
21%
47%
29%
33%
28%
Took to Store (NET)
Saved for Later (NET)
Compared to OtherMedia (NET)
Location (NET)
Social/Sharing (NET)
Call to Action (NET)
Mobile (NET)
26%
13%
18%
42%
20%
34%
14%
25%
10%
19%
37%
11%
24%
4%
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Appendix
Figure A-7: Stimulus, ZMOT, FMOT and SMOT by demographic group
Note: N=74 elected Preer Not to Say or ethnicity question.Source: Google/Shopper Sciences, Zero Moment o Truth Macro Study, U.S., April 2011
Figure A-8: Source usage and tactical Internet behavior by
demographic group
Demographic Group Stimulus ZMOT FMOT SMOT
General Population(N=5,003) 76% 84% 77% 59%
Caucasian(N=4,028)
74% 83% 76% 57%
Arican American(N=346)
87% 88% 88% 71%
Hispanic (N=225) 86% 87% 85% 73%
Asian (N=294) 89% 93% 84% 76%
Other (N=36) 72% 89% 70% 55%
23%16.3%
22%15.3%
26%19.8
African American(N=346)
Hispanic(N=225)
Asian(N=294)
Avg. usage
Avg. # used
13%9.4%
Caucasian(N=4,028)
Took to Store (NET)
Compared to OtherMedia (NET)
Social/Sharing (NET)
Call to Action (NET)
Mobile (NET)
25%
18%
17%
27%
11%
30%
24%
26%
36%
26%
25%
15%
29%
36%
24%
35%
29%
37%
46
24%
Source Node Usage
Tactical Internet Behaviors
Source: Google/Shopper Sciences, Zero Moment o Truth Macro Study, U.S., April 2011
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ZMOT: Winning the Zero Moment o Truth
Figure A-9: Denitions used or the Google/Shopper Sciences, ZeroMoment o Truth Study conducted in the U.S., published April 2011
Stimulus
Noticed advertising while browsing onlineSaw/tried product at the house o a riend/amily memberThis is a brand I grew up withLooked at/read magazine advertisementsSaw an ad on an outdoor billboardRead magazine articles/reviews/inormationSaw an ad in a newspaper/newspaper insertRead newspaper articles/reviews/inormationLooked up brands/retailers in the Yellow PagesAttended a show or event where product were eatured
Received mail at home rom a brand/manuacturer (e.g., catalogue, brochure)Received mail at home rom a store/retailer (e.g., catalogue, brochure)Read inormation in an email received rom a brand/manuacturerRead inormation in an email received rom a retailer/storeTried a sample/experienced the product at a special eventHeard it discussed on the radioSaw advertisements on televisionWatched a TV show that eatured the product
ZMOT (Zero Moment of Truth)Talked with riends/amily about the productSearched online, used a search engineComparison shopped products onlineSought inormation rom a product brand/manuacturer websiteRead product reviews or endorsements onlineSought inormation rom a retailer/store websiteRead comments ollowing an article/opinion piece onlineBecame a riend/ollower/liked a brandWatched videos about product onlineRead/visited a blog that discussed productSearched the web or inormation with my mobile phone beore shopping
Talked to a customer service representative onlineSearched the web or inormation with my mobile phone in the storeSaw product mentioned on a social networking website like FacebookReceived a reerral notice rom a riend onlineCommented on a product mentioned on a social networking website like FacebookReceived a coupon or pricing inormation rom someone on a social networking siteCommented on a blog that discussed productSearched or a coupon with my mobile phone beore shoppingSaw an ad/coupon sent to my mobile phoneLooked or coupons on a retailer/store websiteReceived a text rom a brand/manuacturer on my mobile phoneSearched or a coupon with my mobile phone in the storeLooked or coupons on a product brand/manuacturer websiteParticipated in a chat or discussion online about product
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Appendix
Used my mobile phone to scan 2D barcode/QR code in the store
Read/visited a orum/message board about productTalked to a customer service rep/salesperson via emailCommented on a orum/message board about productFMOT (First Moment of Truth)Tried a sample/experienced the product in a storeTalked with a salesperson or associate in the storeTalked with a customer service representative on the phoneLooked at the product package in the storeRead brochure/pamphlet about the product in the store
Used product coupon I got at the storeUsed computer in the store to look up inormation on productUsed a loyalty card/requent buyer cardRedeemed a git card/rewards card
SMOT (Second Moment of Truth)Mentioned it to riends/amilyMentioned it to a co-workerTook a surveyWrote a customer review on a websiteWrote about it on a Facebook pagePosted Tweets about itWrote about it in a blog
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ZMOT: Winning the Zero Moment o Truth
Figure A-10: Category shopper denitions and sample sizes
CategorySample sizeo shoppers
in study
Shopper denition adults 1870who were the primary or shared
decision-maker AND who:
Automotive 500 Purchased a new automobile in past 2 years
Technology (ConsumerElectronics)
500
Purchased a personal technology item inpast 2 months. Examples provided includedcomputer, laptop, DVD player, Blu-Ray player,digital camera, mobile phone, iPad, TV, videocamera, etc.
Voters 503Registered U.S. voter who voted in the 2010midterm elections
Travel 500 Purchased travel in past 6 months
Over-the-Counter Health 500Purchased over-the-counter medication, vita-mins or health supplements in past 30 days
Consumer PackagedGoods: Grocery
500 Purchas