On November 15, 2011, Google and iCrossing partnered for a Webinar titled, "How to Win the Zero Moment of Truth". The Webinar was led by Jim Lecinksi, Google's Managing Director of U.S. Sales and Operations and author of Winning the Zero Moment of Truth, and Rachel Pasqua, iCrossing's Vice President of Mobile. For more information, please contact FindOut@icrossing.com.

1. Jim Lecinski
Vice President,
U.S. Sales & Service
Chief ZMOT
Evangelist
Google Confidential and Proprietary

2. Scribblenauts
Google Confidential and Proprietary 2

3. Scribblenauts Review
Google Confidential and Proprietary 3

4. Mental Models Drive Our Game
Google Confidential and Proprietary 4

5. Build a Great Product
Google Confidential and Proprietary 5

6. Tell Your Target About It
Google Confidential and Proprietary 6

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 7

8. The Traditional Mental Model of Marketing
Stimulus First Moment of Second Moment
Truth of Truth
Google Confidential and Proprietary 8

9. Historical “Interrupters”
of Three Moment Model
Google Confidential and Proprietary 9

10. Have
Recession + Technology
Changed the Model?
Google Confidential and Proprietary 10

11. More Decisions Made Before
Entering Store
Where Purchase Decisions Are Made (% of Shoppers)
17% 15% 15%
25% 24% 30%
40%
83% 85% 85%
75% 76% 70%
60%
2007 2008 Mid 2009 End of 2009 Early 2010 Mid 2010 2011
Before Going to the Store While Shopping in the Store
Source: Symphony IRI Economic Update, August 2010, Shoppers n = 1000, SymphonyIRI;
Google Confidential and Proprietary 11
FMI Economic Survey Dec 2009, IRI AttitudeLink, Shoppers n = 1340

12. Consumer Changes Drive Search Behavior
+95% +339%
Reviews Coupons
+177% +154%
Local Searches Weight Loss
Source: Google Internal Data, Jan 2007 – Dec 2010; US, UK, Brazil, France and Germany Google Confidential and Proprietary 12

13. The New Path to Purchase
78%
of US Internet users go
online to search for
information about products
and services.
32%
have posted product
reviews or comments online.
Sources: “Online Product Research,” Pew Research Center, September 2010 Google Confidential and Proprietary 13

14. Consumers Are More
Discerning Than Ever
83%
Number of consumers that rely on trusted places like
user ratings or product review sites (buyers read 4 to 7
reviews before feeling comfortable with a purchase)
Source: Google Touchpoints Consumer Survey, 01/09. “Online Consumer Reviews Significantly Impact Consumer Purchasing Google Confidential and Proprietary 14
Decisions,” Opinion Research Corporation, 06/08

15. More Evidence Released Earlier This Year
"I Always do research.”
44% 64%
36% Baby
Food & Fashion
Beverage
31% 39%
Health &
Consumer
Beauty
Electronics
Google Confidential and Proprietary 15

16. More Evidence Released Earlier This Year
“How much influence did you research have on your purchase”
58% 36%
6%
A lot Some None
I’d buy this The research My research
product because played a part didn’t give me any
of what I found in in my decision new information
my research
Google Confidential and Proprietary 16

17. TV? It Prompts More Action At ZMOT
83% of Moms search on a
product after being
exposed to a TV ad
Q: Have you ever seen a new brand or product advertised on TV, and then searched for more information on it later using an
online search engine? (N =721) Google Confidential and Proprietary 17
Source: BabyCenter Study on Google Search, Nov 2009

18. The New “Four Moments” Mental Model
Google Confidential and Proprietary 18

19. The New “Four Moments” Mental Model
Which becomes the next
person’s ZMOT
Google Confidential and Proprietary 19

20. Primary Research Proving
New Fourth Moment
Google Confidential and Proprietary 20

21. We asked shoppers 4 key questions:
When? Purchase Timeline
How far in advance do shoppers start thinking about their purchase?
What? Source Usage
What traditional and new media sources did shoppers use to help
them decide on their purchases?
How? Influence
How influential were each of the sources in the ultimate
decision making?
Why? Information-Seeking
Why did shoppers consult the internet? What information where they looking
for?
Google Confidential and Proprietary 21

22. Methodology
A quantitative review of decision making behavior across shopping,
services, and voting.
• Online surveys with interactive
game-like construct
• Fielded in March 2011 in 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
Google Confidential and Proprietary 22

23. Shoppers today are able to process an
enormous amount of information
Shoppers today use twice as many sources to arrive at a decision and use each
source almost twice as heavily as in the past
Avg # Sources Used Average Usage
17%
10.4
5.27
9%
2010 2011 2010 2011
Q2 When you were considering purchasing [PRODUCT], what sources of information did you seek out to help with your
decision? Google Confidential and Proprietary 23
Base:N=5,003
Source: Google/Shopper Sciences, Zero Moment of Truth Study Apr 2011

24. Analyzed 50+ Drivers Across 11 Categories
Saw advertisements on television 37%
Received mail at home from a brand / manufacturer 31%
Saw an ad in a newspaper / newspaper insert 29%
Read newspaper articles / reviews / information 28%
Read magazine articles / reviews / information 27% Stimulus
Looked at / read magazine advertisements 24%
Read information in an email received from a brand/manufacturer 23%
Noticed advertising while browsing online 22%
Received mail at home from a store / retailer 22%
Searched online, used search engine
Searched online, used search engine 50%
Talked with friends / family about the product 49%
Comparison shopped products online 38%
Sought information from a product brand / manufacturer website 36%
Read product reviews or endorsements online 31% ZMOT
Sought information from a retailer / store website 22%
Read comments following an article / opinion piece online 22%
Became a friend/follower/”liked” a brand 18%
Looked at the product package in the store 41%
Read brochure / pamphlet about the product in the store 37%
Talked with a salesperson or associate in the store 33%
Looked at signage / display about the product in the store 30% FMOT
Talked with a customer service representative on the phone 20%
Tried a sample / experienced the product in a store 19%
Q2 When you were considering purchasing [PRODUCT], what sources of information did you seek out to help with your decision?
Base: N=5,003 Google Confidential and Proprietary 24
Source: Google/Shopper Sciences, Zero Moment of Truth Study Apr 2011

25. Across All Categories, Shoppers Are
Using Stimulus, ZMOT and FMOT Equally
All three moments critical to the shopping process.
76% 84% 77%
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 Google Confidential and Proprietary 25
Source: Google/Shopper Sciences, Zero Moment of Truth Study Apr 2011

26. Sourced used by shoppers 2010 v 2011
and by industry
 Stimulus
 ZMOT
 FMOT 70%
77%
97%
76%
97%
75% 84% 47% 79%
91% 95%
69% 76% 83% 93%
86% 81% 94% 57%
75% 89%
84%
78% 76% 34%
79%
99% 77% 89%
70% 79% 63%
72% 95%
61% 92%
99%
63% 64%
65% 67% 81%
Q2 When you were considering purchasing [PRODUCT], what sources of information didinformation did you seek out to decision? your decision?
Q2 When you were considering purchasing [PRODUCT], what sources of you seek out to help with your help with
Base: N=5,003 Base: N=5,003 Google Confidential and Proprietary 26
Source: Google/Shopper Sciences, Zero Moment of Truth Study Apr 2011

27. ZMOT: Now an “Equal” Fourth Moment
Searched online, used search engine
Searched online, used search engine 50%
Talked with friends / family about the product 49%
Comparison shopped products online 38%
Sought information from a product brand website 36%
Read product reviews or endorsements online 31%
Sought information from a retailer website 22%
Read comments following an article opinion piece online 22%
Became a friend/follower/ ”liked” a brand 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 Google Confidential and Proprietary 27
Source: Google/Shopper Sciences, Zero Moment of Truth Study Apr 2011

28. Top influential sources
Net Influence – Top Sources Above Average
Looked at the product package in the store 58%
Talked with a salesperson or associate in the store 57%
Comparison shopped products online 54%
Talked with friends / family about the product 51%
Searched online, used search engine 50%
Sought information from a product brand /
manufacturer website 40%
Read brochure / pamphlet about the product in the
37%
store
Read product reviews or endorsements online 37%
Looked at signage / display about the product in 33%
the store
Traditional media is
Read newspaper articles / reviews / information 32%
high on usage, but
Read magazine articles / reviews / information 30% influence drops off
Saw an ad in a newspaper / newspaper insert 27% strongly in comparison
Received mail at home from a brand /
22%
to retail, search and
manufacturer (e.g., catalogue, brochure)
word-of-mouth.
Saw advertisements on television 16%
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. Google Confidential and Proprietary 28

29. Top influential sources by type
2011 v. 2010 2010 Macro Study
Offline Social 56% 55%
Retail 51% 60%
Online General 39% 31%
Online Social 37% 19%
Mobile 34% 16%
Direct/Event 32% 24%
TV/Radio 27% 14%
Print/Outdoor 24% 21%
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. Google Confidential and Proprietary 29

30. How Can You Win?
Google Confidential and Proprietary 30

31. 1 Put Someone
Put Someone
in Charge
In Charge
Google Confidential and Proprietary 31

32. 2 Find Your
Zero Moments
[Your Brand] Search
[Your Brand] Review Search
Best [Your Category] Search
Google Confidential and Proprietary 32

33. 3 Answer the Questions
People are Asking
Google Confidential and Proprietary 33

34. 3 Answer the Questions
People are Asking
Google Confidential and Proprietary 34

35. 4 Optimize
for ZMOT
91M
Mobile Internet
users in the U.S…
…only 21%
of our top advertisers have
a mobile-optimized website
Google Confidential and Proprietary 35
Source: eMarketer 2011; Google Internal Data

36. 4 Optimize
for ZMOT
Google Confidential and Proprietary 36

37. 5 Be Fast
Don't Be So Mayo
Search Ad
Colbert can't handle Miracle Whip's
great taste. Which side are you on?
www.Facebook.com/MiracleWhip
Search Ad
Google Confidential and Proprietary 37

38. 6 Don't Forget
Video
Google Confidential and Proprietary 38

39. Carchex.com Video
Google Confidential and Proprietary 39

40. 7 Jump in!
Google Confidential and Proprietary 40

41. 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!
Google Confidential and Proprietary 41

42. Winning the Zero Moment of Truth
A FREE New eBook from Google
zeromomentoftruth.com
Google Confidential and Proprietary 42

43. Connecting in the Zero Moment of Truth
What brands need to know
Google Confidential and Proprietary

44. “We shape our tools and
then our tools shape us.”
- Marshall McLuhan

45. The ZMOT is more complex than marketers think
There are zero moments of truth along every step of the customer journey, from
awareness to advocacy. Most of those moments happen off the desktop.
“Where can I get
“Show me how this product an accessory?”
“Help me find a measure up to similar ones
nearby store.” Incremental
from other brands.” purchases
Wayfinding Comparative shopping
Awareness Consideration Purchase Ownership Advocacy
“Can I get a deal
on this purchase?” “Check out this great new
“Help me figure out
product I bought – I think you
which product is right Deal seeking
would love it too!”
for me.” Social sharing
Educational
browsing
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46. Smartphones, feature phones, tablets…
Mobile devices make the ZMOT possible any time, anywhere.
RFID, surface technology and interactive signage and packaging play
an increasingly important part as well.
Success in the ZMOT hinges on understanding the mobile opportunity and
the principles of connectedness – five essential elements that create positive,
real-time interactions between brand and consumer.
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47. The Principles of Connectedness
Brands that successfully leverage the zero moment of truth do so through focusing on
content and user experiences that are:
Visible: findable via all search channels, optimized for all
desktop and mobile platforms.
Useful: contextually relevant to the time, place and
situation at hand.
Usable: easy to navigate, consume and share on
the consumer’s platform of choice.
Desirable: worthy of saving, sharing, remashing and
revisiting over and over again.
Engaged: tangible and accessible, fostering an emotional,
always-on connection between brand and consumer.
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48. Be Visible
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49. Understand your mobile visibility quotient…
Your website is the primary touch point in the zero moment of truth – and you can’t
connect with a brand you can’t find.
To maximize the opportunity, test your visibility across multiple devices, engines and
platforms. Then, take steps to make that visibility better – especially on the devices
that matter most to your customers (Google analytics will indicate which).
Example: the same search renders very different results on different device and engines.
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50. Understand that rank matters more than ever.
A single mobile search engine result page can be as much as seven screens long –
if you don’t appear high up, you might as well be invisible.
As few as two natural
results can appear
above the fold on the
first SERP and scrolling
is cumbersome.
Excessive scrolling
makes is easy for
users to lose their
place.
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51. Be willing to think outside the browser.
The principal of visibility is about facilitating immediate decision making and action
taking. Use mobile in the ZMOT to make the journey to the first moment of truth faster,
more accessible and more successful.
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52. Be Usable
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53. See how your content stacks up on mobile
Quality counts – whether the customer arrives at your site via mobile search, a
text message or QR code, it had better be usable when they get there.
Use the mobile tools at www.howtogomo.com to get mobile optimization advice
specifically tailored to the purpose of your site and your campaign – e.g. lead
generation, brand awareness, mCommerce, brick and mortar.
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54. Weigh the benefits of a mobile site...
A mobile site yields the best possible user experience for the broadest number
of devices. If your brand has a significant percentage of feature phones or older,
non-touch screen smartphones, a separate mobile site is the best decision.
Slow load times,
excessive pinch
and zoom
Primary customer
objectives are met
at first glance
VS
Hard to find
actionable content
Location oriented and features
content placed at
a premium.
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55. …versus a responsive design approach.
Brands with a more sophisticated audience that includes a high percentage of
touchscreen smartphones and tablets can support a more advanced approach.
Responsive design practices can support a fluid, highly usable experience across
multiple devices in a single site.
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56. Be Useful
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57. Understand mobile use cases
Success in the ZMOT is about content in context. Most mobile users are looking for
quick and easy access to decision-making and/or way finding info.
Creating the right experience for the mobile context means the difference between
winning the zero moment of truth and losing it.
ZMOT - ready ZMOT - challenged
“Does this place
have gluten free
“Where’s the pizza?”
closest place to “How do I get
grab a slice?” there?”
“Do they
deliver?”
“What’s
today’s
special?” “What’s the
phone #?”
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58. Design according to mobile needs
Successful “content in context” varies according to the capabilities, needs and
behavioral patterns of mobile users. Understand who your customers are and design
content and experiences that will facilitate their journey.
Tablets Feature Phones Smartphones
• Tablet users spend • Less likely to engage in • 80% use their device
significant time – up to extensive browsing for to shop in-store
an hour a day – engaged comparative info • Many use their device
with their device VS • Most responsive to VS to inform a purchase
• Many say they bought streamlined activities that will be completed
their tablet for shopping like click-to-call and in-store
purposes click-to-locate • Highly responsive to
• Tablet users consistently • Active users of mobile location and time
out-convert smartphones email and text sensitive info
for m-commerce
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59. Be Desirable
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60. Create share-worthy experiences…
… and provide the tools to share in real time. Eradicate the barrier of place by
inserting mobile triggers into digital mobile content AND real world media.
Hardlinking the digital and physical worlds enables users to share the zero moment
of truth with their social graph as it happens.
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61. Be Engaged
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62. Enrich the real-world touchpoints
The ZMOT is super-powered by rich user experiences that make your brand more
tangible and share worthy and customer journey more enjoyable and successful.
Augmented reality, visual search and interactive digital surfaces are making these
rich, digital meets physical experiences possible – understand the possibilities they
present and what they mean to your brand in the zero moment of truth.
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63. “The future is already
here. It’s just not evenly
distributed yet.”
- William Gibson

64. Q&A

65. Rachel Pasqua
Vice President, Mobile, iCrossing
Rachel.pasqua@icrossing.com
@RachelPasqua (Twitter)
Find out more at www.icrossing.com
Stay connected with iCrossing on
Google+, Twitter and Facebook