Marketing in the Zero Moment of Truth Economy - ZMOT
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An overview of Google's Zero Moment of Truth (ZMOT) principles and how they are evolving. Ideas on how to provide content and measurement for this evolving movement.
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Marketing in the Zero Moment of Truth Economy - ZMOT
- 1. 1 Marketing in the Zero Moment of Truth Economy Kelly Hugunin - Best Buy Dane Hartzell - Bolin Marketing
- 2. 2 Housekeeping MN AMA Conference Hash Tag #BeyondTheBuzz Kelly Hugunin @KHugunin Dane Hartzell @ItsDane
- 3. 3 The Book A Top Ten Marketing Book You Should Have Read. - Advertising Age www.ZeroMomentOfTruth.com
- 5. 5
- 6. 6 Social Media Impact on the Funnel OLD MODEL NEW MODEL Awareness Consideration Conversion Give people the tools and a story They will tell your story
- 7. 7 The Evolving Face of Marketing Talk to Talk with Interrupting Engaging Mass One-to-one to many Tried & True Test and learn
- 8. 8 Energized Awareness Start here… Potential Target Aware Incented Repeat Advocates Consumers Consumers Consumers Consumers …AND here.
- 9. 9 Value of Quantity v Quality 750M Impressions 25M Impressions Brieeeee: 253 followers Angel: 1,109 followers
- 10. 10 The Moments of Truth Awareness Zero First Second Moment of Truth Moment of Truth Moment of Truth [Consideration] [Shelf] [Experience] Which becomes the next person’s zero moment of truth
- 11. 11 The Moments of Truth Awareness Zero First Second Moment of Truth Moment of Truth Moment of Truth [Consideration] [Shelf] [Experience] Which becomes the next person’s zero moment of truth …or initial awareness trigger
- 12. 12 The Moments of Truth Awareness Zero First Second Moment of Truth Moment of Truth Moment of Truth [Consideration] [Shelf] [Experience] Which becomes the next person’s zero moment of truth …or initial awareness trigger
- 13. 13 ZMOT Orchestration AWARENESS ENGAGEMENT ADVOCACY LOYALTY
- 14. 14 ZMOT Real World Challenges
- 15. 15 QR Code Usage
- 18. 18 Content to Fuel ZMOT Business Challenge: Ignite Health and Fitness Category driving awareness and engagement with female consumer Solution: BlogHer ‘Inspiration to Fitness’ Program • 150+ pieces of highly relevant, engaging content in both the Blogher environment AND in the BestBuy.com environment • 27 Million Impressions = Good Awareness • Over 10K Comments = Great Engagement
- 19. 19 ZMOT Content Benefits Business
- 20. 20 Graco: Eliminate In-store Purchase Barriers ENGAGEMENT AWARENESS
- 21. 21 Plan/Measure/Optimize Define The Business Objective Measure Audit And Optimize Create Baseline Execute Develop Tactics Strategies
- 22. 22 What’s Your ZMOT Opportunity? Conversation Velocity or Share of Voice? Sentiment? Audit Both? Create Baseline
- 23. 23 Measure © BOLIN MARKETING 2011
- 24. 24 Measure Baseline Laminate Wilsonart high definition Post Campaign Smart option
- 25. 25 Questions? Kelly Hugunin Email: kelly.hugunin@gmail.com Twitter: @KHugunin Dane Hartzell DHartzell@BolinMarketing.com Twitter: @ItsDane