July 2014 The Frameworks Leveraging the Zero Moment Of Truth Using the Zero Moment Of Truth
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
19892005
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 aspirationMake 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 ZMOT1. 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 researchGoogle 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 ResearchZeroMomentofTruth.com
ThinkwithGoogle.com
OnurIbrahim.com
July 2014Using the Zero Moment Of Truth
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Tokyo13-1, Tsukiji 1-chomeChuo-kuTokyo 104-8172T/ +81 33547 2352F/ +81 3 3547 2353
London4th Floor Nutmeg House60 Gainsford StreetLondon SE1 2NYT/ +44 (0)20 3195 5220
Detroit108 Willits StreetBirmingham, MI 48009T/ +1 248 817 897148
817 8971
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