Presentatie Richard Pollin
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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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Google Confidential and Proprietary
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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Google Confidential and Proprietary
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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Google Confidential and Proprietary
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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Google Confidential and Proprietary
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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Google Confidential and Proprietary
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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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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Google Confidential and Proprietary
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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Google Confidential and Proprietary
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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2
[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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3
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Optimize for ZMOT
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…only 21% of our top advertisers have a mobile-optimized website
4
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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6
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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?
37 Google Confidential and Proprietary
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Richard Pollin Head of New Business
UK & Ireland
Contact me on
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