Course Reading – The Zero Moment of Truth:2012 Google Handbook


Jim Lecenski defines the Zero Moment of Truth as “Now, after consumers hear about you, their next step is to learn more (and look for the best price) at the Zero Moment of Truth: that instant when they open their laptops, pick up their smartphones or grab their tablets, and search to see if you meet their needs.”

The customer journey is now regarded as a ‘flight path’ – it’s not linear but jumps around different hub points (print/high street/shops/friends/friends & family/TV/Radio) – but the most common or most frequently used hub is referred to as ONLINE. This covers social media recommendations, comparing prices online, looking for coupons and vouchers and covers desktop/tablet and mobile searches.

Top Tips for being there at the ZMOT

1.       Be there on every screen

77% people use another device whilst watching TV. There are two types of multi-screen behaviour, sequential (using one device in one environment and another in a different environment (i.e. laptop at home, mobile on the train) and simultaneous (using a tablet whilst watching the TV).

How to crack multi-screen advertising? Make sure brand messaging is consistent between all devices, make sure your site loads QUICKLY on mobile, include direct actions on mobile (click to call), watch video, set reminders.

2.       Win Local ZMOT

95% smartphone users search for local info. Think about local ad extensions (maps) and features, click to call, directions, nearest store distances, sharing locations on mobile searches.

3.       T-commerce

Tablet users have money – they like to buy on their iPad, so much so that there’s now T-commerce. Tablet search behaviour is closer to desktop (compared to mobile) so forget ‘click to call’ and think ‘buy from your tablet’ COAs – and using HTML5 not Flash.

4.       Affiliates

70% people abandon their online shopping baskets – one reason could be to find coupons/deals to put in that ‘enter your discount code’ box. The biggest sites with these codes are affiliate sites – embrace them, be visable on these sites, get the customer back to your site and get the sale. Affiliates are usually CPA and don’t have to cost the earth with planning. Read more in the handbook.

5.       Be there for brand and non-brand searches

For organic and paid searches, get your brand appearcing for generic keywords. It’s nearly a 50/50 split for las clock conversions on brand and generic keywords – but the branded ones usually have a generic ‘assist’.

6.       Manage Bids not Budgets

In an ideal world, companies will find out on average how much each click costs and bid below it. Once each click has a provable ROI there’s should be a budget to keep to as in theory each click is making you money. Nice theory and completely possible – but can be difficult to execute.

7.       Use products feeds in PPC

– Ideally with images

8.       Never forget: Loyalty, Convenience, Speed

For smaller retailers – you can deliver goods on the same day – be optimised for local search

Create loyalty/convenience schemes that are more personal than the big players.

Get reviews

Loyalty – always remember customers over clicks – look after your customers, they are high-value and long lasting. Provide them with incentives, keep them coming back.

 9.       Use YouTube to show off your products

68% of consumers use YouTube to browse and research companies. Tech products are really popular with videos – with demonstrations, how-tos, instructions, feature guides etc. Think of images as well – even on iPhones.

10.   Build confidence with digital interactions

Either with an online chat help desk – (20% they prefer this to phoning a live helpdesk). Live answer questions/queries/mentions on social media.

11.   Visible social recommendations increase CTC

 12.   Measure micro and macro conversions

Micro conversions include other points of interactions such as writing a review, signing up to a newsletter, downloading a how-to guide. These are of significant value and help build customer confidence and loyalty. You can attribute exact value by looking at the macro conversions. See the social media meaures for Applause, Conversion, Amplification terms from the notes on Avinash Kaushik.

13.   Join the Attribution Revolutions

“If you’re just relying on the last click, you’re missing out on a whole lot of information. You have to see all media together in the flight path to discover what gets shoppers to buy.”




Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s