The document discusses how consumer behavior has changed with digital technology and the rise of search engines. It notes that consumers now make purchase decisions across multiple "moments" online rather than just in stores, and that companies need to be present at all stages of the consumer journey. The presentation recommends that companies partner with Google and agencies like 180Fusion to better understand these moments, optimize their advertising, and ultimately win customers who are constantly connected online.
2. Agenda
Introductions
Review concept of Zero Moment of Truth
Highlight key trends driving change in today’s consumer behavior
180Fusion strategies that can assist in winning ZMOT
180Fusion customer testimonial
Q&A
Google Confidential and Proprietary
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3. Google, Channel Sales
Heather Wilburn – Business Development Manager
Business Objectives for Clients:
• Educate clients on Google’s ever-growing suite of offerings
• Promote Search, Mobile, Display, YouTube as aligned with client
business needs
• Support clients in growing new business
Bio:
• Joined Google in 2002 as founding member of AdWords advertising
program
• Initially managed SMB client relationships with a focus on developing
advanced online strategies
• Currently managing high profile agency partnerships for increased
adoption of, and success with, Google advertising solutions
Marketing Discussion
Google Confidential and Proprietary
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4. 180Fusion
Scott Cohen – CEO
Business Objectives for Clients:
• Increase sales, general qualified leads, build brand
awareness by driving qualified traffic in profitable way
• Successfully leverage PPC, SEO, Social Media Marketing, Conversion
Optimization
• Support overall strategy for online client growth
Bio:
•
•
•
•
Industry veteran with 17+ years in software and internet sector
Responsible for overall vision and strategy for 180Fusion
Recognized Thought Leader in internet marketing
Successfully supported Fortune 500 executives to SMB market on global
marketing initiatives
• On the Board of Directors of Non Profit and privately held technology
companies
Marketing Discussion
Google Confidential and Proprietary
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5. how do you win today’s
customer?
Google Confidential and Proprietary
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6. New York City – RAIN on Broadway
Google Confidential and Proprietary
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7. As an SMB…
Step 1: Build a Great Product/Service
Google Confidential and Proprietary
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7
8. Step 2: Tell Your Target Audience About It
Google Confidential and Proprietary
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9. Step 3: Win at Point of Decision
According to Procter &
Gamble, shoppers make
up their minds about a
product in 3-7 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
Google Confidential and Proprietary
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9
10. The last 50+ years…
The Traditional 3-Step Mental Model of Marketing
• Stimulus
First
Moment of
Truth
Second
Moment of
Truth
Google Confidential and Proprietary
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10
11. NOW: More Decisions Made Before Entering Store
Where Purchase Decisions Are Made (% of Buyers)
26%
26%
22%
23%
23%
24%
22%
74%
74%
79%
77%
77%
77%
78%
Q1 2011
Q2 2011
Q3 2011
Q4 2011
Q1 2012
Q2 2012
Q3 2012
Before Going to the Store
While Shopping in the Store
Source: SymphonyIRI, MarketPulse Survey Series Q1 2011-Q3 2012
Google Confidential and Proprietary
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12. New Path to Purchase: The 4-Moment Mental Model
(circa Google 2011)
Stimulus
First
Moment
of Truth
Second
Moment
of Truth
Which becomes the
next person’s ZMOT
Google Confidential and Proprietary
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12
13. The New “Many Moments” Mental Model
Looks More Like a Flight Map
(circa Google 2012)
Stimulus
Stimulus
FMOT
Source: Google/Shopper Sciences, Purchase Funnel Analysis, April 2012. N = 3,000
Google Confidential and Proprietary
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13
14. We have lots of moments
nearest
coffee
shop sf
7:43a
superman
trailer
8:11a
auto lease
deals
10:01a
average
mpg suv
10:30a
superman
showings
11:08a
directions
to nissan
dealership
12:41p
comic-con
2013
2:51p
who won
giants
game
3:35p
amc theater
buy tickets
5:37p
candy
crush
download
9:38p
best pizza
delivery sf
10:26p
tony’s pizza
delivery
11:02p
Google Confidential and Proprietary
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15. Together, the moments form a consumer journey
nearest
coffee shop
sf
7:43a
superman
trailer
8:11a
auto lease
deals
10:01a
average
mpg suv
10:30a
superman
showings
11:08a
directions
to nissan
dealership
12:41p
comic-con
2013
2:51p
who won
giants game
3:35p
amc theater
buy tickets
5:37p
candy crush
download
9:38p
best pizza
delivery sf
10:26p
tony’s pizza
delivery
11:02p
Google Confidential and Proprietary
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16. Millions of people, billions of moments
nearest
movie
theatre
7:01pm
superman
movie
what’s
3:29pm
in theaters
now
11:16am
amc
theater
buy tickers
5:37pm
movie
ticket prices
3:41pm
superman
trailer
5:26pm
movie
theatre sf
5:27pm
Google Confidential and Proprietary
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17. Which moments matter to your business?
nearest
movie
theatre
7:01pm
superman
movie
what’s
3:29pm
in theaters
now
11:16am
amc
theater
buy tickers
5:37pm
movie
ticket prices
3:41pm
superman
trailer
5:26pm
movie
theatre sf
5:27pm
Google Confidential and Proprietary
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18. There’s a simple way to think about this
Google Confidential and Proprietary
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21. On all devices, at all times of day
Midnight
3am
Google internal, 2013
AT&T Nielsen, Clickstream Study, 2010
6am
9am
12pm
3pm
6pm
9pm
Google Confidential and Proprietary
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29. Attribute value beyond the last click
72%
of marketers agree
that attribution helps
them make better
decisions
“vacation ideas”
“hawaii hotels”
Google/Econsultancy, Valuing the Customer Journey, 2012
“maui expedia
deals”
Google Confidential and Proprietary
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30. Attribute, evaluate and optimize
the whole customer journey
Google Confidential and Proprietary
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31. 180Fusion and Google helps you complete the picture
Google Confidential and Proprietary
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33. IMCA Capital / Prime Credit
Blake Johnson – Managing Partner at Pacific Capital
Companies
Bio:
• Managing Partner and Founder of IMCA Capital and Prime Credit
• Responsible for designing and managing the operations and direction for
the B2B and B2C divisions of Pacific Cap Co.
• Prior to establishing Pacific Cap Co, Blake was a Managing Partner at
CapNet
• Successfully grew CapNet to over $80M within 5 years
• Under Blake’s direction, CapNet was regularly Ranked on Inc. 500’s Top 50
Fastest Growing Financial Services Firm, and also named Los Angeles’ 5th
Best Place to Work
Marketing Discussion
Google Confidential and Proprietary
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34. • Where we started
•
•
Initially unsuccessful online with 2 seo vendors
Selected top firm-180Fusion to take over to determine go/no go
• What was needed
•
•
Competitive industry- required best in class marketing
Metric driven firm and talent to execute and scale up
• What we did
•
•
Started with small initial investment with 180Fusion
Within 1 year, 180Fusion decreased our CPL and CPA by 65%!
• How it turned out
•
•
Grew budget over 10x with 180Fusion & Google to six figures per
month
Positive ROI and doubled employee base to handle demand
Google Confidential and Proprietary
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35. how do you win today’s
customer?
Google Confidential and Proprietary
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36. How to Manage Digital Marketing Effectively?
Social
Mobile
Search
Site
300 x 250
Display
Local
Video
Offers
Google Confidential and Proprietary
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37. 180Fusion partnership has historically…
Increased Account Performance
Increased Customer Satisfaction
Decreased Advertiser Churn
Enhanced Google Customer Service
Expanded Advertising Product Mix
Google Confidential and Proprietary
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