Internet revolution and social media empowerment have led to a huge information flow to manage by brands and customers. Google has adapted Procter & Gamble customer path model to add another moment of truth, a crucial moment of influence on the customer path. The zero moment of truth is the moment when the potential client will look for some information, not generated by the brands but by peers, to make a decision.

1. Zero Moment Of Truth
A new influence in customer path

2. Agenda
Introduction
1
The Concept
2
Moment of Truth Triggers & Influence
3
Evolution & key figures
4
How to win the zero moment of truth ?

3. BEFORE
Customers used to watch what TV was proposing

4. NOW
Customers are choosing the program they want to watch

5. BEFORE
Inspirations use to come from store fronts, magazine, fashion show

6. NOW
Inspiration is coming from peers such as blogs or social media

7. BEFORE
Customers used to get advice in store from the sale person

8. NOW
Customers are getting advice in store from peer through forums,
social media discussions on their smartphone

9. What has changed?

10. Brands Notoriety
Brands messages
&
Customer opinions

11. Nowadays,
customer path is influenced
by brand message but also
peers’ opinions online

12. This new influence is the
Zero Moment Of Truth

13. THE CONCEPT

14. Traditional
Moments of Truth

15. New
Moment of Truth

16. Concept

17. TRIGGERS & INFLUENCES

18. Triggers

19. Triggers

20. Triggers

21. Issue 1
ZMOT is out of brands’ control

22. Influence
84% of the decision-makers used online sources to guide them

23. Issue 2
ZMOT is the most influential moment
in decision making

24. Word of mouth has always existed
Why ZMOT has taken so much importance?

25. EVOLUTION & KEY FIGURES

26. Customer & decision taking factors
has evolved

27. Information Flow
2X
Customer gets twice more info in 2012 than in 2011

28. Video & Generation C
Generation C:
Creation, Curation,
Connection, Community

29. Video & Generation C
50%
of generation C talk to their friends after watching a video

30. Multi devices
77%
of viewers use another device while watching TV

31. Mobilty Skyrocket
42%
m-users have used it at one stage of their purchasing decision

32. ROPO
69%
of customers are researching online and then purchasing in store

33. Showrooming
32%
of customers are researching in store and then buying online

34. Omnichannel Path

35. T-commerce
72%
208M
tablets will be sold by 2014
of tablet owners make purchases from their tablets on a weekly basis

36. Omnichannel Path
MOTS are meeting

37. No more path

38. HOW TO WIN THE ZERO
MOMENT OF TRUTH?

39. Show up at the right place

40. Go Multiscreen

41. Win ZMOT with
mobile& tablets

42. Use Affiliate Marketing to
Win Wandering Shoppers

43. Show up more often

44. Mix brand with non brand at ZMOT

45. Show up with the right content

46. Win with LCS
Loyalty
Convenience
Speed

47. Help customers buy
with their eyes

48. Build trust with answers
and social signals

49. Measure up

50. Measure Macro and
micro conversion

51. Join the attribution
revolution

52. Thank you for your attention
Feel free to reach out if you would like to discuss more about it