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Marketing in the Zero Moment of Truth Economy
Kelly Hugunin - Best BuyDane Hartzell - Bolin Marketing
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Housekeeping
MN AMA Conference Hash Tag #BeyondTheBuzz
Kelly Hugunin @KHugunin
Dane Hartzell @ItsDane
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The BookA Top Ten Marketing Book You Should Have Read.
- Advertising Age
www.ZeroMomentOfTruth.com
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Our Perspective
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Awareness
Consideration
Conversion
OLD MODEL NEW MODEL
Give people the tools and a storyThey will tell your story
Social Media Impact on the Funnel
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Talk to Talk with
Interrupting Engaging
Mass One-to-one to many
Tried & True Test and learn
The Evolving Face of Marketing
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TargetConsumers
AwareConsumers
IncentedConsumers
RepeatConsumers
Start here…
…AND here.
Energized Awareness
PotentialAdvocates
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Value of Quantity v Quality
25M Impressions
Brieeeee: 253 followers
Angel: 1,109 followers
750M Impressions
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Awareness Zero Moment of Truth[Consideration]
FirstMoment of Truth
[Shelf]
SecondMoment of Truth
[Experience]
Which becomes the next person’s zero moment of truth
The Moments of Truth
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Awareness Zero Moment of Truth[Consideration]
FirstMoment of Truth
[Shelf]
SecondMoment of Truth
[Experience]
Which becomes the next person’s zero moment of truth
…or initial awareness trigger
The Moments of Truth
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Awareness Zero Moment of Truth[Consideration]
FirstMoment of Truth
[Shelf]
SecondMoment of Truth
[Experience]
Which becomes the next person’s zero moment of truth
…or initial awareness trigger
The Moments of Truth
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ZMOT Orchestration
ADVOCACY
ENGAGEMENT
LOYALTY
AWARENESS
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ZMOT Real World Challenges
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QR Code Usage
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Sales Associate Opportunity
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Virtual Concierge
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Content to Fuel ZMOTBusiness 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
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ZMOT Content Benefits Business
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Graco: Eliminate In-store Purchase Barriers
AWARENESS
ENGAGEMENT
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AuditCreate Baseline
ExecuteTactics
MeasureAnd Optimize
Define The Business
Objective
DevelopStrategies
Plan/Measure/Optimize
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What’s Your ZMOT Opportunity?
Conversation Velocity or Share of Voice?
Sentiment?
Both?Audit
Create Baseline
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Measure
© BOLIN MARKETING 2011
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Measure
LaminateWilsonart
Smart option
high definition
Baseline
Post Campaign
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Questions?
Kelly HuguninEmail: [email protected]: @KHugunin
Dane Hartzell [email protected]: @ItsDane
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