The Zero Moment of Truth

Humberto Alexander Lee

#WCPanama@18SIGNALS

What is ZMOT?

The ZERO MOMENT OF TRUTH is a marketers window to positively influence their potential customer’s buying decision, during the entire cycle of his or her product research

The Traditional 3-Step Mental Model

The New Mental Model

Where Can We Find ZMOTs

A BUSY MOM IN A MINIVAN, looking up decongestants on her mobile phone as she waits to pick her son at school

AN OFFICE MANAGER AT HER DESK, comparing laser printer prices and ink cartridge costs before heading to the office supply store

A STUDENT IN A CAFE, scanning user ratings and reviews while looking for a cheap hotel in Barcelona

A WINTER SPORTS FAN IN A SKI STORE, pulling out a mobile phone to look at video reviews on the latest snowboards

A YOUNG WOMAN IN HER APARTMENT, searching for the web for details about a new guy before a blind date

Big Data, Smartphones and Small Data

ZMOT By The Numbers

Category Purchased# of Sources Used

by Typical ShopperAvg. Usage

Across Sources% of Shoppers

Influenced at ZMOTAutomotive 18.2 34% 97%Technology (Consumer Electronics) 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 of Truth Industry Studies, U.S, April 2011

ZMOT Influence by Category

Now We Know

The ZERO MOMENT OF TRUTH is “It’s a new decision-making moment that takes place a hundred million times a day on mobile phones, laptops and wired devices of all kinds. It’s a moment where marketing happens, where information happens, and where consumers make choices that affect the success and failure of nearly every brand in the world”

How Companies Use ZMOT

The ZMOT Strategic Rules

1. Start with your Bottom Line – What is the goal of your business?2. Get Ready to Measure – You must be able to measure the result in order to make

improvements.3. Begin with the Basics – How are people finding, engaging and buying from you online?4. Keep your ZMOT Promises – When they find you, are you providing them with the

information they were looking for?5. Follow the 10/90 Rule – Invest 10% of your revenue into tools and services to grow your

business.6. Get Ahead of the Game – Don’t just focus on where your competition is, focus on where it

will be or take a wider view of how they’re finding you.7. Keep an Eye on Micro Conversions – It’s not just about the purchase, watch social activity,

subscriptions, downloads, registrations, etc. that lead to prospects becoming customers.8. Start Failing Faster – Step back from the larger strategy and look for ways to accelerate on a

smaller scale – stay agile. The sooner you fail, the sooner you learn what works

Play Smart, Win the Game

Use Social Validation

1 2 3

Ensure the Experience

Matches the Expectations

Avoid the Information

Gap

Thank You

https://www.linkedin.com/in/humbertolee

hlee@tesserhealth.com