The document summarizes a presentation given at a Chicago AMA event on digital media and marketing. It discusses: 1) How consumers are in control of when, where and how they consume content and have more options than ever to research products. 2) The importance of content, curation and convergence in digital media, with content king and everything becoming content. 3) How companies must understand consumer habits and the "moments of truth" when researching and purchasing products in order to be present where and when consumers are searching.

1. The Digital Media Roadmap:
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Are You Off-Roading
NOVEMBER 16, 2011
Twitter: #digitalroad
Co-Sponsored by:

2. Save the Date for Chicago AMA
Upcoming Events:
January 18, 2011
Brand Butler: The New Rules of Servicing Customers
March 22, 2012
Innovation Idols: Stories of Marketing Geniuses
May 16, 2012
The F-Factor: Friends, Fans & Followers
Visit www.chicagoama.org/currentevents.html
for more information and registration

3. Thank you to our
Chapter Wide Sponsors
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4. Program Overview:
Larry Kramer, Author
C-Scape: Conquer the Forces
of Changing Business Today
Insert Event Image
Deborah Powsner
Head of Research & Marketing, B2B,
Government &Local Markets
Casey Winters
Director, Online & Interactive Marketing

6. The Digital Media Roadmap
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7. The Four “C’s”
Consumer
Content
Curation
Convergence
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8. The Consumer is in Control
• In control of when,
where and how they
consume.
• Have many more
options to evaluate
products
• More choices to buy
products:
– Goods: Stores, Box
Stores, Digital Stores,
Digital “Aggregators” like
Amazon and Gilt
– Content: TV, Radio,
Tablet, Phone, Computer,
etc.
8

9. The Viewer Gradually Takes Control:
It all started with The Remote
• 1956: the TV remote controller first entered American home. The first TV remote control
called "Lazy Bones," was developed in 1950 by Zenith Electronics Corporation
• 1972: Pay TV was created with the launching of Home Box Office over the Wilkes-Barre, PA
cable system
• 1976: Sony introduces BetaMax/ VHS follows shortly thereafter
• 1979/1980: ESPN and CNN are launched, dawn of the modern cable era
• 1983: Direct Broadcast Satellite launched
• 1997: DVD format introduced in US
• 1997: WebTV enters the Market
• 2000: Tivo first put into production by Phillips
• 2005: Slingbox created by 2 SF Giants fans sick of missing games on the road
• 2005: YouTube created
• 2005: Apple introduces TV Shows on ITunes.
• 2005: Networks put shows on Internet
• 2007: FIOS created, Cell phone networks carry video
• 2007: Hulu created
• 2008: NetFlix begins digital delivery of TV shows and Movies.
• 2010: IPad introduced
• 2011: Cable MSO’s allows customers to also get their shows on IPads and Net.

10. The Purchase Funnel Cracks
Old: Buying a TV New: Buying a TV
– See an ad, “simple – See an ad
awareness” – Click on ad for more
information
– more meaningful familiarity
– Check out Bloggers for intel on
with a brand – details of the product and the
new technologies technology
– consideration of how they – Check out Consumer Reviews
to see how the claims pan out
might fulfill your desires
– Check out side issues of
– Go to the store interest, like environmental
impact or company policies
– Check out Comparative
Shopping Sites
– Online vs. Store

11. Content is King
• Distribution systems
being usurped by digital
platforms
• Everything is Content
• The best content will
win out in the end
• Refine content based on
changing Consumer
Habits
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12. Content trumps Distribution
The Old Days The New Days
• Few Producers • Massive Growth in
• Monopoly Distributors Production
– TV Networks (licensed) • Multiple Delivery Options
– Cable Systems (licensed) (No More Monopolies)
– Satellite Systems (High – Broadcast -- Telephony
Cost of Entry – Cable -- WiFi
– DVD – Satellite -- Internet
• Controlled Distribution – US Mail -- DVD
– Time and Day • Confused Distribution
– Windows Patterns

13. The Growing Need for Curation
• Information explosion is
overwhelming
• Creating and trying to
manage information
overload
• New media mix unique
quality content with
curation of outside content
• Companies CAN be curators
for their customers because
of their expertise
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14. Information Overload
• 1989: Saul Bellow complains that if you read
the entire Sunday NY Times you would
“constipate your intelligence for a long time to
come”
• Now you can make a single search on Google
return, in 2 or 3 seconds, more “results” than
the entire Sunday NY Times

15. Convergence Redefines Content and
Organizations
• The New Storytelling: Words, Pictures, Video, Audio,
Interactivity converge on one platform
• Marketing, PR, Sales converge within companies and
agencies
• Selling Movie Tickets Converges with Publishing Movie
Reviews, selling electronics
• Selling electronics converges with writing about
technological trends.
• Markets converge: TV Viewers also on IPads or Mobile
Phones.
15

16. One quarter of Internet Users Access the Internet Through
Their Television Sets: One Third of Those Who Don’t Are
Very Interested in Doing So Set; One Third of Those Who
Don’t Are Very Interested In Doing So
Do you ever access the Internet through your TV set? If not, how interested would you be in doing so?
Base: Total sample, N=2482. Q84.1 Do you ever access the Internet through your TV set? This could include browsing the
Internet, watching YouTube or Hulu, visiting Facebook or using services like Flickr directly on your TV set.
Base: Those who don’t access the Internet through TV set or not sure, N=2090. Q 84.1.1 How interested would you be in
accessing the Internet through your TV set?

17. Consumers Access the Internet Through Their TV Set Primarily
Through Connected Consoles – Especially Young Males
Access Via PlayStation 3*
How to read chart: “30% of males 8-17 who
access the Internet on their TV set do so via PS3.”
Console Ownership in US: *small sample
• Wii: 62% of HH
• Xbox 360: 48% of HH
• PlayStation 3: 42% of HH
Base: Those who access the Internet through their TV set, N=392. Q84.2 How do you access the Internet
through your TV set?

18. Convergence Impacts Everything
• Advertising converges with PR and Marketing:
• 2005: 38% of company marketing budgets spent on advertising
• By 2015 that number will be cut in half – Veronis Suhler
• Marketing converges with Entertainment and Consumers
converge with Producers.
• Coca Cola sends 3 kids around the world – one year, 275,000 miles -- to every country
(186 in all) where Coke is Sold – Expedition 206. Asked people what made them Happy.
Posted 400 Videos on YouTube, also Twitter, Facebook, etc.
• Chevy Sonic scavenger hunt – 600 people in Rochester used clues on mobile
phones in a 2-hour hunt. Winners – two RIT students -- got a Sonic!

19. Case Study:
The Newsroom of The Future
• Built around it’s target audience, NOT a
medium. Business, not newspapers; Sports,
not TV.
• Control delivery of content to all possible
outlets
• Have multiple revenue models to best
monetize “Business Class” and “Coach”
• Curate outside sources of valuable content
• Build Digital Storytelling tools and team.
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20. Why Advertisers and Content
Companies Need To Work Together
• No Fear: Advertising and Content can and should appeal
to same audience. Both are content. Both changing how
they tell stories.
• Does NOT have to cross editorial lines. But they can
relate to audiences in the same way: Both need to SERVE
the reader
• Targeting in every way possible. (Ads in the IPad edition
reflecting stores within 500 feet; Bars with Happy Hours
with 5 miles; Sales in stores in the mall you are in)
• Competitors are doing it: Fandango, MenuPages etc
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21. Why Every Company Will Become a
Media Company
• Every company has a story to tell
• Every company has multiple constituencies
and wants to reach them directly:
• Every company has a changing customer base
that is changing habits; They must stay close
to those changes.
• Every company needs to listen to its
customers in real time
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22. 22

24. Deborah Powsner
Head of Research & Marketing
B2B, Govt. & Local Markets
November 16, 2011
Google Confidential and Proprietary

25. The Myth of the Four Minute Mile
Google Confidential and Proprietary 25

26. The Traditional Mental Model of Marketing
Stimulus First Moment of Second Moment
Truth of Truth
Google Confidential and Proprietary 26

27. 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 27

28. Mobile is NOW and will only grow
in importance
74%
purchased due to using
their smartphone
while shopping
79%
of users use
smartphones
to help shop
Up to 20%
of our searches on
Black Friday
were from mobile
Source: Google User Behavior Study 2010, Google Internal Data 2010 Google Confidential and Proprietary 28

29. New Behavior Drives a Surge
in Search Volume
Increase in Search Volume Since 1/09
Auto Travel
+115% +109%
Real Estate Finance
+95% +104%
Source: Google Internal Data, 2011.
Google Confidential and Proprietary 29

30. The New “Four Moments” Mental Model
Stimulus First Second
Moment of Moment of
Truth Truth
Which becomes the
next person’s ZMOT
Google Confidential and Proprietary 30

31. 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 31

32. 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 32

33. 1 Put Someone
in Charge
Google Confidential and Proprietary 33

34. 2 Find Your
Zero Moments
[Your Brand] Search
[Your Brand] Review Search
Best [Your Category] Search
Google Confidential and Proprietary 34

35. 3 Answer the Questions
People are Asking
Google Confidential and Proprietary 35

36. 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 36
Source: eMarketer 2011; Google Internal Data

37. 4 Optimize
for ZMOT
Google Confidential and Proprietary 37

38. 5 Be Fast
Google Confidential and Proprietary 38

39. 6 Don't Forget
Video
Google Confidential and Proprietary 39

40. 7 Jump in!
Google Confidential and Proprietary 40

41. www.ZeroMomentOfTruth.com
Google Confidential and Proprietary 41

42. Deborah Powsner
Head of Research & Marketing
B2B, Govt. & Local Markets
Google Confidential and Proprietary 42

44. Being in the Moment with Digital Media
44

45. Who am I?
•Online & Interactive Marketing Director at GrubHub
•Previously worked at Apartments.com and Homefinder.com
•Email: casey@grubhub.com
•Twitter: @onecaseman
•Blog: caseyaccidental.com
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46. What is GrubHub?
•Show restaurants near you that you can order delivery and
pickup from
•Order online from your phone or computer
•Founded in 2004
•Five rounds of venture capital funding
•Show menus for over 20,000 restaurants in 20+ cities
•On pace to drive over $200 million in revenue to local
restaurants in 2011
46

47. GrubHub is a Zero Moment of Truth
•People use GrubHub to figure out which restaurant to order
from tonight
•Very important for us to learn what information helps them
make that decision
•So we talk to our diners a lot
•Phone interviews
•Follow-up emails after an order
•Surveys
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48. What we changed
•Emailed every diner after an order for a review and rating
and post them to the site even if negative
•Added Yelp ratings because our diners trusted them and
were already using them to help decide where to order
•Fired some of our restaurant partners if our diners said they
were not providing good service
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49. Timing, Don’t Forget the Timing
•Email marketing
•Search engine marketing
•Retargeting
•Transit advertising
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50. Build and interact with where your customers are, not
where you want them to be
•Mobile
•24/7 Customer Service
•Twitter
•Please Reply
50

51. Takeaways
•Do some research with your customers to understand where the
moments of truth are for your product. They will be in different spots for
different products and at different times.
•Think about how to improve your timing, access and responsiveness in
these moments to maximize the likelihood of a purchase. Don’t be a
afraid to fail initially.
•Take control of and respond to every customer touch point you can.
Email, Twitter, whatever the case may be. Monitor those channels for
customer feedback and reply if at all relevant in a timely manner. These
are valuable marketing channels that brands time and time again ignore
that prevent abandonment and drive repeat usage and word of mouth.
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52. Thank You!
•Email: casey@grubhub.com
•Twitter: @onecaseman
•Blog: caseyaccidental.com
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