Zmot - The Reason Digital is Important.
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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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Zmot - The Reason Digital is Important.
- 2. 2 4/26/2017 #oredigital “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
- 3. 3 4/26/2017 #oredigital Opportunity to Influence Traditional 3-Step Model STORE IMAGE SALES PERSO N Traditional Awarenes s STORE SHELF
- 4. 4 4/26/2017 #oredigital No Shelf, Salesman, or Physical Store Traditional Awarenes s Google answers 114.7 billion searches a month Opportunity to Influence New Mental Model
- 5. 5 4/26/2017 #oredigital The New Consumer Model
- 6. 6 4/26/2017 #oredigital Effects on Traditional Media 6 #oredigital
- 7. 7 4/26/2017 #oredigital 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)
- 8. 8 4/26/2017 #oredigital ZMOT vs. Adult Literacy 80-85% research products online prior to purchase 86% of Americans can read 8 #oredigital
- 9. 9 4/26/2017 #oredigital 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?
- 10. 10 4/26/2017 #oredigital How does it all work?
- 11. 11 4/26/2017 #oredigital End Moment Consumers have complete control over how they consume information. The rate of consumption is regulated based on need, interest and intent.
- 12. 12 4/26/2017 #oredigital Consumer Research Moments Active Consumer Session Passive Consumer Session
- 13. 13 4/26/2017 #oredigital Active Consumer Session Online discovery driven by traditional media awareness 1st Party data & 3rd Party Data Collection
- 14. 14 4/26/2017 #oredigital 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
- 15. 15 4/26/2017 #oredigital The Holy Grail of Marketing Tying online attribution to in-store sales
- 16. 16 4/26/2017 #oredigital 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.)
- 17. 17 4/26/2017 #oredigital 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
- 18. 18 4/26/2017 #oredigital Ecommerce represents only 6.4 %of retail sales ROPO v. Ecommerce 18 #oredigital
Notas del editor
- 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