Google ZMOT presentation

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Google Confidential and Proprietary Richard Pollin Head of New Business UK & Ireland September 21st, 2012

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Wanneer nemen consumenten hun beslissing tegenwoordig. Online search neemt hierin een geheel eigen rol in beslag, waarop je als bedrijf ebducht moet zijn

Transcript of Google ZMOT presentation

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Google Confidential and Proprietary

Richard Pollin Head of New Business UK & Ireland September 21st, 2012

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“When consumers hear about a product today, their first reaction is ‘Let me search online for it.’ And so they go on a journey of discovery: about a product, a service, an issue or an opportunity. Today you are not behind your competition. You are not behind the technology. You are behind your consumer.”

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CommWorld 50th Conference

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CommWorld 50th Conference

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Mental Models Drive Our Game

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Roger Bannister and the Four Minute Mile

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Build a Great Product

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Tell Your Target About It

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Win at Point of Decision

According to Procter & Gamble, shoppers make up their minds about a product in three to seven seconds, just the time it takes to note a product on a store shelf. This time lapse is called (by P&G) the “First Moment of Truth," and it's considered the most important marketing opportunity for a brand.

— Wall Street Journal, 2005

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The Traditional Mental Model of Marketing

Stimulus

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Second Moment of Truth

First Moment of Truth

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Historical “Interrupters” of Three Moment Model

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The New “Four Moments” Mental Model

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First Moment of

Truth

Second Moment of

Truth

Stimulus

Which becomes the next person’s ZMOT

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More Decisions Made Before Entering Store

Where Purchase Decisions Are Made (% of Shoppers)

13 Source: Symphony IRI Economic Update, August 2010, Shoppers n = 1000, SymphonyIRI; FMI Economic Survey Dec 2009, IRI AttitudeLink, Shoppers n = 1340

60% 75%

83% 85% 85% 76% 70%

40% 25%

17% 15% 15% 24% 30%

2007 2008 Mid 2009 End of 2009 Early 2010 Mid 2010 2011

Before Going to the Store While Shopping in the Store

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New Behavior Drives a Surge in Search Volume

Coupons +339% Reviews

+98%

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Weight Loss +154%

Source: Google Internal Data, Jan 2007 – Dec 2010; US, UK, Brazil, France and Germany

Local Searches +177%

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The New Path to Purchase

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78% of US Internet users go online to search for information about products and services.

Sources: “Online Product Research,” Pew Research Center, September 2010

32% have posted product reviews or comments online.

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Consumers Are More Discerning Than Ever

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83%

Source: Google Touchpoints Consumer Survey, 01/09. “Online Consumer Reviews Significantly Impact Consumer Purchasing

Decisions,” Opinion Research Corporation, 06/08

Number of consumers that rely on trusted places like

user ratings or product review sites (buyers read 4 to 7

reviews before feeling comfortable with a purchase)

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Health & Beauty

31% Food &

Beverage

36%

More Insights Than Ever

"I Always do research.”

Consumer Electronics

39%

44%

Baby

Fashion

64%

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More Insights Than Ever

“How much influence did you research have on your purchase”

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A lot I’d buy this product because of what I found in my research

58%

Some The research played a part in my decision

36% 6%

None My research didn’t give me any new information

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Analyzed 50+ Drivers Across 11 Categories

19 Q2 When you were considering purchasing [PRODUCT], what sources of information did you seek out to help with your decision? Base: N=5,003

37%

31%

29%

28%

27%

24%

23%

22%

22%

49%

38%

36%

31%

22%

22%

18%

41%

37%

33%

30%

20%

19%

Saw advertisements on television

Received mail at home from a brand / manufacturer

Saw an ad in a newspaper / newspaper insert

Read newspaper articles / reviews / information

Read magazine articles / reviews / information

Looked at / read magazine advertisements

Read information in an email received from a brand/manufacturer

Noticed advertising while browsing online

Received mail at home from a store / retailer

Searched online, used search engine

Talked with friends / family about the product

Comparison shopped products online

Sought information from a product brand / manufacturer website

Read product reviews or endorsements online

Sought information from a retailer / store website

Read comments following an article / opinion piece online

Became a friend/follower/”liked” a brand

Looked at the product package in the store

Read brochure / pamphlet about the product in the store

Talked with a salesperson or associate in the store

Looked at signage / display about the product in the store

Talked with a customer service representative on the phone

Tried a sample / experienced the product in a store

Stimulus

FMOT

ZMOT

Searched online, used search engine 50%

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Across All Categories, Shoppers Are Using Stimulus, ZMOT and FMOT Equally All three moments critical to the shopping process.

20 Q2 When you were considering purchasing [PRODUCT], what sources of information did you seek out to help with your decision? Base: N=5,003

Stimulus

76%

ZMOT

84%

FMOT

77%

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Google Confidential and Proprietary Google Confidential and Proprietary Q2 When you were considering purchasing [PRODUCT], what sources of information did you seek out to help with your decision? Base: N=5,003

ZMOT: Now an “Equal” Fourth Moment

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18%

22%

22%

31%

36%

38%

49%

50%

Became a friend/follower/ ”liked” a brand

Read comments following an article opinion piece online

Sought information from a retailer website

Read product reviews or endorsements online

Sought information from a product brand website

Comparison shopped products online

Talked with friends / family about the product

Searched online, used search engine Searched online, used search engine

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TV? It Prompts More Action At ZMOT

22 Q: Have you ever seen a new brand or product advertised on TV, and then searched for more information on it later using an

online search engine? (N =721)

Source: BabyCenter Study on Google Search, Nov 2009

83% of Mums search on a product after being exposed to a TV ad

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Google Confidential and Proprietary Google Confidential and Proprietary Source: Google User Behavior Study 2010, Google Internal Data 2010 Google Confidential and Proprietary

Proof Point: Mobile is NOW and will only grow in importance

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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

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Word of MOT

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Word of MOT

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Will it save me money? Will it save me time?

Will it improve my life?

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Word of MOT

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Winning the ZMOT

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How to Win at ZMOT:

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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!

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Put Someone in Charge 1

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Find Your Zero Moments

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[Your Brand] Search

[Your Brand] Review Search

Best [Your Category] Search

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Answer the Questions People are Asking

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Optimize for ZMOT

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…only 21% of our top advertisers have a mobile-optimized website

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60M+ Mobile Internet

users in the UK…

Source: eMarketer 2011; Google Internal Data

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Be Fast 5

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Don't Forget Video

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Jump in! 7

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MOTs Next?

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What are in your

plans to win ZMOT?

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Richard Pollin Head of New Business

UK & Ireland

Contact me on

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