“Google’s Zero Moment of Truth”
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#cmworld Winning the Zero Moment of Truth Sam Sebastian Director, Gov’t & Local Markets, Google, Inc.
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Sam Sebastian, Director, Local & B2B Markets, Google Inc. Audiences initiate connections with a brand long before they make a purchase decision. These connections, which include search queries, reviews, site visits, video views and many more interactions with content, influence whether users eventually select a brand or a competitor’s brand. Google’s Sam Sebastian will discuss research and examples about what Google calls the Zero Moment of Truth and share fresh strategies of how Brands are winning and optimizing the Zero Moment of Truth.
Transcript of “Google’s Zero Moment of Truth”
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Winning the Zero Moment of Truth
Sam SebastianDirector, Gov’t & Local Markets, Google, Inc.
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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 2
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The traditional mental model of marketing
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The traditional mental model of marketing
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Online research forever changed the game
Source: Google Internal Data, 2011.
Query Volume, January 2008 – January 2012
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Research surges in B2B industries as well
Jan-07 Jun-07 Dec-07 Jun-08 Dec-08 May-09 Nov-09 May-10 Nov-10 May-110
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Source: Google Internal Data, 2011.
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Offline ad exposure leads to search
Source: Google and ipsos, “Our Mobile Planet: Understanding the Mobile Consumer, May 2012
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Research is happening across devices
Source: Google Internal Data, 2011. % of each platform’s traffic shown hourly for one day. Does not indicate absolute or relative traffic volumes.
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The new “Four Moments” mental model
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New Primary Research Proves Importance of
Zero Moment
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Shoppers today are able to process an enormous amount of information
2010 2011
5.27
10.4
Avg # Sources Used
2010 2011
9%
17%
Average Usage
Source: Google/Shopper Sciences, Zero Moment of Truth Study Apr 2011
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Analyzed 50+ drivers across 11 categories
Source: Google/Shopper Sciences, Zero Moment of Truth Study Apr 2011
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Across all categories, shoppers are using stimulus, ZMOT and FMOT equally
Source: Google/Shopper Sciences, Zero Moment of Truth Study Apr 2011
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ZMOT: Now an “equal” fourth moment
Source: Google/Shopper Sciences, Zero Moment of Truth Study Apr 2011
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Mobile as ZMOT will only grow in importance
61% of smartphone users call a business after searching
45% of all consumers use smartphones for in-store product research
Source: Google TheMobilePlaybook.com 2012
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Stimulus
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The Zero Moment of Truth
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FMOT
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SMOT
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Winning the ZMOT
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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 fast
6 Don't forget video
7 Jump in!
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Put Someone in Charge1 Put SomeoneIn Charge1
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Find Your Zero Moments2
[Your Brand] Search
[Your Brand] Review Search
Best [Your Category] Search
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Answer the Questions People are Asking3
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Answer the Questions People are Asking3
Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct
Financial Reform
Healthcare Reform
Immigration Reform
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Source: Google Internal Data. Queries on Google Search properties in the U.S Jan 2006 – Mar 2010. Both series indexed to their respective start dates.
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Optimize for ZMOT4
Source: Nielsen Multi-Screen Lab Study, Sept ’11
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Optimizefor ZMOT4
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Available on:Google search results Google search ads 3rd Party sites (coming soon)
Optimizefor ZMOT4
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Be Fast5
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Be Fast5
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Don't Forget Video6
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Don't Forget Video6
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Jump in!7
#cmworldGoogle Confidential and Proprietary
What are in your plans to win ZMOT?
36Google Confidential and Proprietary
#cmworldGoogle Confidential and Proprietary
Download the new, free eBook from Google
Winning the Zero Moment of Truth
