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“Google’s Zero Moment of Truth”

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.

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“Google’s Zero Moment of Truth”

  1. 1. Winning the Zero Moment of Truth Sam SebastianDirector, Gov’t & Local Markets, Google, Inc. #cmworld
  2. 2. Win at point of decisionAccording to Procter &Gamble, shoppers makeup their minds about aproduct in three to sevenseconds, just the time ittakes to note a producton a store shelf.This time lapse is called(by P&G) the “FirstMoment of Truth," andits considered the mostimportant marketingopportunity for a brand.— Wall Street Journal, 2005 Google Confidential and Proprietary 2 #cmworld
  3. 3. The traditional mental model of marketing #cmworld
  4. 4. The traditional mental model of marketing #cmworld
  5. 5. Online research forever changed the game Query Volume, January 2008 – January 2012 Automotive Travel +262% +211% Real Estate Legal Services +253% +233% #cmworldSource: Google Internal Data, 2011.
  6. 6. Research surges in B2B industries as well 450 Business Services & Consulting Construction & Maintenance Energy & Utilities Industrial Materials & Equipment 400 Management & Corporate Operations Manufacturing Office & Printing Services Advertising & Marketing Transportation & Logistics 350 300 Indexed Queries 250 200 150 100 50 0 Jan-07 Jun-07 Dec-07 Jun-08 Dec-08 May-09 Nov-09 May-10 Nov-10 May-11 #cmworldSource: Google Internal Data, 2011.
  7. 7. Offline ad exposure leads to search #cmworldSource: Google and ipsos, ―Our Mobile Planet: Understanding the Mobile Consumer, May 2012
  8. 8. Research is happening across devices #cmworldSource: Google Internal Data, 2011. % of each platform’s traffic shown hourly for one day. Does not indicate absolute or relative traffic volumes.
  9. 9. So what does all this online research mean for us?There is a new “Moment of Truth” to optimize for. #cmworld
  10. 10. The new “Four Moments” mental model #cmworld
  11. 11. New Primary Research Proves Importance of Zero Moment #cmworld
  12. 12. Shoppers today are able to process an enormous amount of information Avg # Sources Used Average Usage 17% 10.4 5.27 9% 2010 2011 2010 2011 #cmworldSource: Google/Shopper Sciences, Zero Moment of Truth Study Apr 2011
  13. 13. Analyzed 50+ drivers across 11 categories #cmworldSource: Google/Shopper Sciences, Zero Moment of Truth Study Apr 2011
  14. 14. Across all categories, shoppers are using stimulus, ZMOT and FMOT equally #cmworldSource: Google/Shopper Sciences, Zero Moment of Truth Study Apr 2011
  15. 15. ZMOT: Now an “equal” fourth moment #cmworldSource: Google/Shopper Sciences, Zero Moment of Truth Study Apr 2011
  16. 16. 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 #cmworldSource: Google TheMobilePlaybook.com 2012
  17. 17. #cmworld
  18. 18. Stimulus #cmworld
  19. 19. The Zero Moment of Truth #cmworld
  20. 20. FMOT #cmworld
  21. 21. SMOT #cmworld
  22. 22. Winning the ZMOT #cmworld
  23. 23. 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 Dont forget video 7 Jump in! #cmworld
  24. 24. 1 Put Someone Put Someone In Charge in Charge #cmworld
  25. 25. 2 Find Your Zero Moments [Your Brand] Search [Your Brand] Review Search Best [Your Category] Search #cmworld
  26. 26. 3 Answer the Questions People are Asking #cmworld
  27. 27. 3 Answer the Questions People are Asking Financial Reform Healthcare Reform Immigration Reform 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 2007 2008 2009 2010 #cmworldSource: Google Internal Data. Queries on Google Search properties in the U.S Jan 2006 – Mar 2010. Both series indexed to their respective start dates.
  28. 28. 4 Optimize for ZMOT #cmworldSource: Nielsen Multi-Screen Lab Study, Sept ’11
  29. 29. 4 Optimize for ZMOT #cmworld
  30. 30. 4 Optimize for ZMOT Available on: Google search results Google search ads 3rd Party sites (coming soon) #cmworld
  31. 31. 5 Be Fast70% of legal service seekers make a decision within a week. > 2 months 1-2 months 7% 3% About 1 month 5% Less than 1 day 25% 1-4 weeks 15% Afew days About a week 25% 20% #cmworld
  32. 32. 5 Be FastBetty Crocker KraftJune Launch Dec Launch81.8K users 9.9K users JUN JUL AUG SEP OCT NOV DEC 6 months = 8x the users #cmworld
  33. 33. 6 Dont Forget Video #cmworld
  34. 34. 6 Dont Forget Video #cmworld
  35. 35. 7 Jump in! #cmworld
  36. 36. What are in yourplans to win ZMOT? Google Confidential and Proprietary 36 #cmworld
  37. 37. Winning the Zero Moment of Truth Download the new, free eBook from Google Google Confidential and Proprietary #cmworld