The Zero Moment of Truth, a Google study released in 2012 is the reason why digital guys like me have a job. The study sheds light on now consumers use the internet to make buying decisions. The study is the cornerstone of the digital marketing theory Digital Marketers utilize every day.
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“The key is to win the first moment of truth, that is to say, get and
keep the attention of the shopper at the point of purchase where a
massive
70% of buying decisions are made.”
Jesper Wiegandt, Marketing Director P&G
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Types of media and actions
taken following exposure
Prompted to search
(Google, Yahoo! & Bing) 67% 64% 78% 77%
Direct to advertiser’s site 26% 15% 21% 21%
Direct to storefront 7% 11% 1% 2%
Nearly 3 in 4 consumers exposed to traditional advertising (within a traditional
media) later look up the product or brand online.
Traditional Media Drives Online
Action(s)
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ZMOT vs. Adult Literacy
80-85% research
products online prior
to purchase
86% of Americans can read
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#oredigital
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Can a business still
operate without building
a digital brand?
As a consumer, how do
you feel when you can’t
find business
information online?
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Targeting a Passive
Consumer
1st Party Data
1st Party Data
+
3rd Party Intender Data
Behavioral Targeting
& Remessaging
Passive Consumer Sessions
produce the majority of
internet traffic
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Is Audience Attribution Modeling the
next best thing?
Site Attribution Tools:
Attribution and Campaign Mapping
Analytics (Google, Adobe, etc)
Campaign URLs (UTM, URL Tag, Built URLs)
Analytic Goals (engagement, conversion, e-
comm)
Tag Manager (on-page events)
Engagement Metrics
CTR Benchmarking
Cookies/ Pixels (View-Through/ Conversion)
DMP Data Collection
In-Store Attribution Tools
Daily Traffic Estimates
Revenue Tracking
Products Sold
External Environments (seasonal, weather, etc.)
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Purchased Online
Purchased Offline
Research Online Purchase Offline (ROPO)
Despite the growing popularity of online shopping
8 out of 10 consumers research online and purchase offline
Traditional consumer model first released in early 2001 by Proctor and Gamble detailing the consumer journey when responding to a stimulus
In our market we’ve seen website traffic jump as part of the result of running an ad in the newspaper.
Allen to discuss what we heard….
Active Consumer Session
Digital activity generated by a specific product purchase or goal in mind. Active search moments are created by consumers who have an active interest or need in a product or service.
Passive Consumer Session
Consumer within the purchase funnel but not displaying any real time purchase or research intent or activity. Intent activity centers around social, news, entertainment etc. Consumer can be exposed to and made aware additional brands or services.
Passive consumers can be converted to active consumers by stimulus or display targeting resulting from previous active consumer Session(s).
What did you do first thing Monday Morning? An last thing on Friday?
Opportunity to build a brand when consumers are not actually searching for your product – The past activity has labeled this consumer as an intender.
The typical consumers is exposed to over 1,700 display ads per month