ZMOT + Content Marketing = Real Value to Brands by Nick Garner
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Transcript of ZMOT + Content Marketing = Real Value to Brands by Nick Garner
ZMOT + Content Marketing = Real Value To Brands.
Nick Garner CEO 90 Digital
What is influence?
“A power affecting a person, thing, or course of events, especially one that operates without any direct or apparent effort”
An equation for online influence
Right: Content | Time | Place | Source
=
Trust & Influence
What if you could steer influence easily?
Influence is everywhere...not really
Social = lots of time
People don't usually buy directly because of social.
And the Quarterly ARPU proves this
Average Revenue Per User Q2 2013
Imagine if people ask:‘I need answers to my buying questions’
Trust across media
Below is the Edelman ‘trust barometer’. In the developed world, social media is about half as trusted as Search results.
And search results are nearly as trusted as traditional media.
Search gives you information you trust, when you ask for it.
Search + trust
Source: Pew Internet | http://pewinternet.org/~/media/Files/Reports/2012/PIP_Search_Engine_Use_2012.pdf
66% of users think search engines are fair and unbiased
Search + trust II
Source: Pew Internet | http://pewinternet.org/~/media/Files/Reports/2012/PIP_Search_Engine_Use_2012.pdf
73% of users think search engine results are very / reasonably trustworthy
Trust in search has affected buyer behaviour
We now use Google to ask buyer questions:
● reviews● analysis● trusted opinions● detail
So do people ask ‘consideration’ questions on Google?Google wanted the answer, so they commissioned Shopper Science to investigate and make sense of online ‘consideration’ behaviour. 5,000 panellists were used. (that is 5,000 people below)
5,000
The results were very interestingGoogle found searching online for ‘shopper information’ was as popular as asking friends and family for buying advice.
Google group these information sources as ‘Zero Moment Of Truth’
(odd name I know)
Users touch lots of information sources when in ‘consideration’On average users look at 10.4 sources of information, mostly online before buying. And the percentage of people influenced by ZMOT by sector ranges from 61% (Grocery) to 99% (Travel)
Category: Sector
Sources: No. of different sources of info i.e. Amazon, a blog and so on
% ZMOT: People mainly using online sources
ZMOT influence heatmaps
Hands up if you are a Google user?
Every one of you is worth...
£25.02… to Google
Google makes money. People trust it for buying answers.
ARPU Q2 2013
And most clicks are not ads...PPC only accounts for about 7% of clicks. The other 93% of clicks go to natural search.
http://www.smartinsights.com/search-engine-optimisation-seo/seo-analytics/comparison-of-google-clickthrough-rates-by-position/
Keywords are mostly questions, or implied questions.BRAND AWARENESS
phones long battery lifesmartphone reviews
iphone battery lifegalaxy note 4 battery lifephones removable batteries
galaxy 4 pricesgalaxy 4 spare battery
Cart
Now what?
Consideration is asking questions.
As a brand, answer those questions.
Why should I buy your [product/service] ? ?
Your No1 consideration phrase...
BRAND
306% CTR on Brand SERPS using Google WMT data
If you think of a brand query as a ‘consideration question’, then the CTR rates make sense because people jump around looking at results to help them answer those questions.
http://moz.com/ugc/click-through-rates-in-google-serps-for-different-types-of-queries
Creme de la Mer
Nivea Creme
Searches/M : Nivea Creme 14,800 | Creme de la Mer 27,100
Phrase mentions over time
RecapPositively Influence consideration and you will:
● sell stuff● build reputation● improve WOM
http://90digital.com/blog
Download the Free Content Marketing eBook:
Rethink Your Content Marketing
With more than 200 pages and chapters from over
30 contributors, this must-have eBook explains how
content marketing is changing the PR, Search and
Social Landscape.