Winning at the zmot - A perspective on the application of Zero Moment of Truth

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Onur Ibrahim, ROI focused Digital Marketing

A perspective on using ZMOT the Zero Moment of Truth to activate audiences - Presentation given at the after dinner conference for Marketing Professionals.

Marketing Technology Business

July 2014
The Frameworks
Leveraging the Zero Moment Of Truth
Using the Zero Moment Of Truth

OnurIbrahim.com
@StrategyDigital
P&G wanted to win at each moment
of truth in a supermarket
FMOT SMOT
July 2014Using the Zero Moment Of Truth

OnurIbrahim.com
@StrategyDigital
1989
2005
Inventor of Business
Class Cabins (SAS)
July 2014Using the Zero Moment Of Truth
They took Carlzon’s work and expanded it

OnurIbrahim.com
@StrategyDigital
Today most buying decisions are pre-decided before the shelf
July 2014Using the Zero Moment Of Truth
…..moments of truth are more valid than ever

OnurIbrahim.com
@StrategyDigital
The customer journey has changed
July 2014Using the Zero Moment Of Truth

OnurIbrahim.com
@StrategyDigital
EXPLORE
“I look online and
find out about
Ashley”
“I inspire to be like
Ashley Harkleroad”
“I explore the wide range
Adidas products
LOCATEDREAM
Opportunity:
lead purchase intent
through aspiration
Opportunity:
Create product
knowledge through
aspiration
Opportunity:
Make it easy to buy
Today customers evaluate a purchase before seeing it in real life
Building aspiration
Make it easy to engage
Purchase focussed
Make it easy to buy
July 2014Using the Zero Moment Of Truth

OnurIbrahim.com
@StrategyDigital
6 step plan how to win at your ZMOT
1. Quality content
2. Search Engine Optimization (SEO)
3. Inspiring positive reviews online and offline
4. Behavioral targeting across Search Marketing (SEM) -
desktop & mobile
5. Publishing relevant videos
6. Interactions on social media websites
July 2014Using the Zero Moment Of Truth

OnurIbrahim.com
@StrategyDigital
Proven through research
Google and various agencies
http://www.thinkwithgoogle.com/research-studies/2012-zmot-
handbook.html
http://www.thinkwithgoogle.com/collections/zero-moment-truth.html
July 2014Using the Zero Moment Of Truth

OnurIbrahim.com
@StrategyDigital
Further Research
ZeroMomentofTruth.com
ThinkwithGoogle.com
OnurIbrahim.com
July 2014Using the Zero Moment Of Truth

Tokyo
13-1, Tsukiji 1-
chome Chuo-
ku Tokyo 104-8172
T/ +81 33547 2352
F/ +81 3 3547 2353
London
4th Floor Nutmeg
House 60 Gainsford
Street London SE1
2NY
T/ +44 (0)20 3195
5220
Detroit
108 Willits
Street Birmingham,
MI 48009
T/ +1 248 817 897148
817 8971
Tokyo
13-1, Tsukiji 1-
chome Chuo-
ku Tokyo 104-8172
T/ +81 33547 2352
F/ +81 3 3547 2353
London
4th Floor Nutmeg
House 60 Gainsford
Street London SE1
2NY
T/ +44 (0)20 3195
5220
Detroit
108 Willits
Street Birmingham,
MI 48009
T/ +1 248 817 897148
817 8971
Thank you

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Winning at the zmot - A perspective on the application of Zero Moment of Truth

1. July 2014 The Frameworks Leveraging the Zero Moment Of Truth Using the Zero Moment Of Truth

2. OnurIbrahim.com @StrategyDigital P&G wanted to win at each moment of truth in a supermarket FMOT SMOT July 2014Using the Zero Moment Of Truth

3. OnurIbrahim.com @StrategyDigital 1989 2005 Inventor of Business Class Cabins (SAS) July 2014Using the Zero Moment Of Truth They took Carlzon’s work and expanded it

4. OnurIbrahim.com @StrategyDigital Today most buying decisions are pre-decided before the shelf July 2014Using the Zero Moment Of Truth …..moments of truth are more valid than ever

5. OnurIbrahim.com @StrategyDigital The customer journey has changed July 2014Using the Zero Moment Of Truth

6. OnurIbrahim.com @StrategyDigital EXPLORE “I look online and find out about Ashley” “I inspire to be like Ashley Harkleroad” “I explore the wide range Adidas products LOCATEDREAM Opportunity: lead purchase intent through aspiration Opportunity: Create product knowledge through aspiration Opportunity: Make it easy to buy Today customers evaluate a purchase before seeing it in real life Building aspiration Make it easy to engage Purchase focussed Make it easy to buy July 2014Using the Zero Moment Of Truth

7. OnurIbrahim.com @StrategyDigital 6 step plan how to win at your ZMOT 1. Quality content 2. Search Engine Optimization (SEO) 3. Inspiring positive reviews online and offline 4. Behavioral targeting across Search Marketing (SEM) - desktop & mobile 5. Publishing relevant videos 6. Interactions on social media websites July 2014Using the Zero Moment Of Truth

8. OnurIbrahim.com @StrategyDigital Proven through research Google and various agencies http://www.thinkwithgoogle.com/research-studies/2012-zmot- handbook.html http://www.thinkwithgoogle.com/collections/zero-moment-truth.html July 2014Using the Zero Moment Of Truth

9. OnurIbrahim.com @StrategyDigital Further Research ZeroMomentofTruth.com ThinkwithGoogle.com OnurIbrahim.com July 2014Using the Zero Moment Of Truth

10. Tokyo 13-1, Tsukiji 1- chome Chuo- ku Tokyo 104-8172 T/ +81 33547 2352 F/ +81 3 3547 2353 London 4th Floor Nutmeg House 60 Gainsford Street London SE1 2NY T/ +44 (0)20 3195 5220 Detroit 108 Willits Street Birmingham, MI 48009 T/ +1 248 817 897148 817 8971 Tokyo 13-1, Tsukiji 1- chome Chuo- ku Tokyo 104-8172 T/ +81 33547 2352 F/ +81 3 3547 2353 London 4th Floor Nutmeg House 60 Gainsford Street London SE1 2NY T/ +44 (0)20 3195 5220 Detroit 108 Willits Street Birmingham, MI 48009 T/ +1 248 817 897148 817 8971 Thank you

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