google’s zero moment of truth presentation by tom king
DESCRIPTION
Forward MarketingTRANSCRIPT
Scribblenauts
2
Scribblenauts Review
3
Mental Models Drive Our Game
Google Confidential and Proprietary 4
Roger Bannister and the Four Minute Mile
Google Confidential and Proprietary 5
Build a Great Product
6
Tell Your Target About It
7
Win at Point of Decision
According to Procter & Gamble, shoppers make up their minds about a product in three to seven seconds, just the time it takes to note a product on a store shelf. This time lapse is called (by P&G) the “First Moment of Truth," and it's considered the most important marketing opportunity for a brand.
— Wall Street Journal, 2005
Google Confidential and Proprietary 8
The Traditional Mental Model of Marketing
Stimulus
9
Second Moment of Truth
First Moment of Truth
Historical “Interrupters” of Three Moment Model
10
The New “Four Moments” Mental Model
11
First Moment of
Truth
Second Moment of
Truth
Stimulus
Which becomes the next person’s ZMOT
We asked shoppers 4 key questions:
When? Purchase Timeline
What traditional and new media sources did shoppers use to help
them decide on their purchases?
What? Source Usage
How far in advance do shoppers start thinking about their purchase?
Why did shoppers consult the internet? What information where they looking
for?
Why? Information-Seeking
How? Influence How influential were each of the sources in the ultimate
decision making?
12
Methodology
Online shopper surveys with
interactive game-like construct
Fielded in March 2011 in the US
Connect as close to purchase
decision as possible
N=5,000 Shoppers:
– 500 each in Auto, Tech, Travel, Voters, Restaurant, OTC Health, CPG Grocery, CPG Beauty/Personal Care
– 250 each in Credit Cards, Banking, Insurance, Investments
13
A quantitative review of decision making behavior across shopping,
services and voting.
The purchase timeline varies by category
More thana yearbefore
7-12monthsbefore
4-6monthsbefore
2-3monthsbefore
A monthbefore 3 weeks
before 2 weeksbefore A week
before 4-6 daysbefore 2-3 days
before One daybefore 9-12 hours
before 5-8 hoursbefore 3-4 hours
before 1-2 hoursbefore Within the
hour of mypurchase
A fewmomentsbefore I
purchased
5% 5% 8% 12% 10%
3% 5% 7% 4% 8%
7%
1% 1% 2% 6% 8%
8%
Tech, Voters,
Automotive,
Finance OTC Health,
CPGs Restaurant,
CPGs
Average Length of Purchase Cycle
Q1 First, in TOTAL, how long were you thinking about [PIPE] before you actually PURCHASED it/them?
Base: N=5,003 Source: Google/Shopper Sciences, Zero Moment of Truth Study Apr 2011
Shoppers today use twice as many sources to arrive at a decision
5.27
10.4
2010 2011
Avg # Sources Used
Shoppers today are able to process an enormous amount of information
Q2 When you were considering purchasing [PRODUCT], what sources of information did you seek out to help with your decision? Base:N=5,003 Source: Google/Shopper Sciences, Zero Moment of Truth Study Apr 2011
Parents separately and as a unit are using more sources than those without
kids in the household
Moms and Dads are using even more sources
Q2 When you were considering purchasing [PRODUCT], what sources of information did you seek out to help with your decision? Base:N=5,003 Source: Google/Shopper Sciences, Zero Moment of Truth Study Apr 2011
13.3
14.8
7.1
11.1
Moms Dads Empty Nesters Younger No Kids
Avg # Sources Used
5.8 7 7.3
9.8 8.6 8.9
10.2 10.8 11.7
14.8
18.2
14.7
Resta
ura
nt
CP
G
Health/B
eaut y
CP
G G
rocery
OT
C H
ealth
Cre
dit C
ard
Investm
ent
Tra
vel
Bankin
g
Insura
nce
Tech
Auto
motive
Vote
rs
Average # of Sources Used by Category
Shoppers can range from using an average of 5.8 sources when choosing a
Restaurant to a high of 18.2 sources used by Automobile shoppers.
Shoppers use a range of sources, depending on type of decision
Q2 When you were considering purchasing [PRODUCT], what sources of information did you seek out to help with your decision? Base:N=5,003
Source: Google/Shopper Sciences, Zero Moment of Truth Study Apr 2011
Analyzed 50+ Drivers Across 11 Categories
18 Q2 When you were considering purchasing [PRODUCT], what sources of information did you seek out to help with your decision? Base: N=5,003
37%
31%
29%
28%
27%
24%
23%
22%
22%
49%
38%
36%
31%
22%
22%
18%
41%
37%
33%
30%
20%
19%
Saw advertisements on television
Received mail at home from a brand / manufacturer
Saw an ad in a newspaper / newspaper insert
Read newspaper articles / reviews / information
Read magazine articles / reviews / information
Looked at / read magazine advertisements
Read information in an email received from a brand/manufacturer
Noticed advertising while browsing online
Received mail at home from a store / retailer
Searched online, used search engine
Talked with friends / family about the product
Comparison shopped products online
Sought information from a product brand / manufacturer website
Read product reviews or endorsements online
Sought information from a retailer / store website
Read comments following an article / opinion piece online
Became a friend/follower/”liked” a brand
Looked at the product package in the store
Read brochure / pamphlet about the product in the store
Talked with a salesperson or associate in the store
Looked at signage / display about the product in the store
Talked with a customer service representative on the phone
Tried a sample / experienced the product in a store
Stimulus
FMOT
ZMOT
Searched online, used search engine 50%
Source: Google/Shopper Sciences, Zero Moment of Truth Study Apr 2011
Tried a sample / experienced the product in a store
Talked with a customer service representative on the phone
Looked at signage / display about the product in the store
Talked with a salesperson or associate in the store
Read brochure / pamphlet about the product in the store
Looked at the product package in the store
Became a friend/follower/”liked” a brand
Sought information from a retailer / store website
Read comments following an article / opinion piece online
Read product reviews or endorsements online
Sought information from a product brand / manufacturer website
Comparison shopped products online
Talked with friends / family about the product
Searched online, used search engine
Noticed advertising while browsing online
Received mail at home from a store / retailer
Read information in an email received from a brand/manufacturer
Looked at / read magazine advertisements
Read magazine articles / reviews / information
Read newspaper articles / reviews / information
Saw an ad in a newspaper / newspaper insert
Received mail at home from a brand / manufacturer
Saw advertisements on television
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Stimulus
FMOT
ZMOT
Online Search, Friends & Family Most Used Sources for Moms
Searched online, used search engine
Talked with friends / family about the products 57%
59%
Became a friend/follower/”liked” a brand
Sought information from a retailer / store website
Read comments following an article / opinion piece online
Read product reviews or endorsements online
Sought information from a product brand / manufacturer website
Comparison shopped products online
Talked with friends / family about the product
Searched online, used search engine
Q2 When you were considering purchasing [PRODUCT], what sources of information did you seek out to help with your decision? Base: N=5,003
ZMOT: Now an “Equal” Fourth Moment
20
Searched online, used search engine
Source: Google/Shopper Sciences, Zero Moment of Truth Study Apr 2011
57%
59%
46%
42%
39%
26%
26%
20%
Across All Categories, Shoppers Are Using Stimulus, ZMOT and FMOT Equally All three moments critical to the shopping process.
21 Q2 When you were considering purchasing [PRODUCT], what sources of information did you seek out to help with your decision? Base: N=5,003
Stimulus
76%
ZMOT
84%
FMOT
77%
Source: Google/Shopper Sciences, Zero Moment of Truth Study Apr 2011
69% 76% 86%
75% 84%
79%
70% 79%
63% 64% 65%
67%
99%
81%
75% 84% 97%
91% 81% 94%
89% 78%
63% 61% 72%
99% 95%
92%
70% 77%
97%
76% 47% 79%
57% 83%
95% 93%
76% 34% 77% 89%
Stimulus
ZMOT
FMOT
Q2 When you were considering purchasing [PRODUCT], what sources of information did you seek out to help with your decision? Base: N=5,003
Sourced used by shoppers 2010 v 2011 and by industry
Source: Google/Shopper Sciences, Zero Moment of Truth Study Apr 2011
Q2 When you were considering purchasing [PRODUCT], what sources of information did you seek out to help with your decision? Base: N=5,003
Net Influence – Top Sources Above Average
Traditional media is
high on usage, but
influence drops off
strongly in comparison
to retail, search and
word-of-mouth.
Q5 We’d like you to tell us how influential each of these sources of information was to you at the time. Please select a number from 1-10 for each of the sources below where 1 is “least influential” and 10 is “most influential.” You may select any number in between 1 and 10.
58%
57%
54%
51%
50%
40%
37%
37%
33%
32%
30%
27%
22%
16%
Looked at the product package in the store
Talked with a salesperson or associate in the store
Comparison shopped products online
Talked with friends / family about the product
Searched online, used search engine
Sought information from a product brand /
manufacturer website
Read brochure / pamphlet about the product in the
store
Read product reviews or endorsements online
Looked at signage / display about the product in
the store
Read newspaper articles / reviews / information
Read magazine articles / reviews / information
Saw an ad in a newspaper / newspaper insert
Received mail at home from a brand /
manufacturer (e.g., catalogue, brochure)
Saw advertisements on television
Influence of leading sources
Top influential sources by type 2011 v. 2010
Q5 We’d like you to tell us how influential each of these sources of information was to you at the time. Please select a number from 1-10 for each of the sources below where 1 is “least influential” and 10 is “most influential.” You may select any number in between 1 and 10.
56%
51%
39%
32%
27%
24%
Offline Social
Retail
Online General
Online Social
Mobile
Direct/Event
TV/Radio
Print/Outdoor
37%
34%
55%
60%
31%
19%
16%
24%
14%
21%
2010 Macro Study
Q5 We’d like you to tell us how influential each of these sources of information was to you at the time. Please select a number from 1-10 for each of the sources below where 1 is “least influential” and 10 is “most influential.” You may select any number in between 1 and 10.
Top influential sources for Moms
21%
24%
27%
29%
35%
36%
37%
41%
42%
43%
45%
54%
59%
60%
61%
Magazine advertisements
Television advertisements
Direct mail from brand / manufacturer
Newspaper advertisement / insert
Magazine articles / reviews
Signage / display
Newspaper articles / reviews
Read brochure / pamphlet
Online reviews or endorsements
Searched online, used search engine
Brand / manufacturer websites
Friends / family
Salesperson or associate
Product packaging
Online comparison shopping
Online Comparison
Shopping carries
the highest net
influence among
Moms, surpassing
even Friends &
Family
ZMOT applied
How do I apply these learnings? Where should I focus? How does ZMOT apply to the in-store environment?
Online
Packaging
Social
CPG Grocery category
ZMOT applied
Redundant, confusing
messaging does not speak to
quality of coffee
Calls out coffee format at top
Seal speaks to bean quality
Burlap look adds authenticity
Graphic scale denotes coffee strength/flavor
QR code engages consumers and
invites them to join the conversation
Shiny, generic packaging
blends into shelf
background
“Before” Packaging “After” Packaging
CPG Grocery category
ZMOT applied
Harnessing previous shopper reviews in store
CPG Grocery category
50%
21%
13%
10%
6%
4%
4%
Q7 After buying BLANK, which of the following activities did you do to share your experience? Base: N=5,003
29
Mentioned it to friends/family
Mentioned it to a co-worker
Took a survey
Wrote about it on a Facebook page
Wrote a customer review on a website
Wrote about it in a blog
Posted Tweets about it
Q7 After buying [PRODUCT], which of the following activities did you do to share your experience? Base: N=5,003
Word of Mouth conversation is the largest post purchase behavior
5%
5%
8%
14%
16%
24%
60%
Over two-thirds of
Moms shared
post purchase,
with 30%
engaging in some
form of digital
SMOT behavior
Winning the ZMOT
30
How to Win at ZMOT:
31
1 Put someone in charge
2 Find your Zero Moments
3 Answer the questions people are asking
4 Optimize for ZMOT
5 Be fast
6 Don't forget video
7 Jump in!
Put Someone in Charge 1
Google Confidential and Proprietary 32
Put Someone In Charge 1
Find Your Zero Moments
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2
[Your Brand] Search
[Your Brand] Review Search
Best [Your Category] Search
Answer the Questions People are Asking
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3
Answer the Questions People are Asking
35
3
Optimize for ZMOT
36
…only 21% of our top advertisers have a mobile-optimized website
4
91M Mobile Internet
users in the U.S…
Source: eMarketer 2011; Google Internal Data
37
Optimize for ZMOT 4
38
Be Fast 5
Search Ad Don't Be So Mayo Colbert can't handle Miracle Whip's great taste. Which side are you on?
Search Ad
www.Facebook.com/MiracleWhip
Don't Forget Video
39
6
Jump in! 7
Google Confidential and Proprietary 40
What are in your
plans to win ZMOT?
41 Google Confidential and Proprietary
Watches the videos! http://www.zeromomentoftruth.com/ Tom King, President Forward Marketing [email protected] 713-449-2000
Google Confidential and Proprietary 42