Zero Moment of Truth (ZMOT)

ADAPTING TO THE DIGITAL AGE

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ZERO MOMENT OF TRUTH

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32,723,278 SEARCH ENGINE QUERIES/ DAY

Source: statista.com 2014

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11,362 SEARCHES WERE PERFORMED IN THE TIME IT TOOK TO READ THIS

Source: statista.com 2014

What EFFECT has the INTERNET ENTER THE MODERN ERA Had on MODERN marketing mindset?

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82

PERCENT OF BUYERS USE THE INTERNET FOR RESEARCHING PURCHASE DECISIONS

Source: statista.com 2014

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PERCENT OF THE PURCHASE DECISION IS MADE BEFORE FIRST CONTACT

HARVARD BUSINESS REVIEW

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TRADITIONAL SALES PROCESS

STIMULUS

FIRST MOMENT OF TRUTH

SECOND MOMENT OF TRUTH

PROCTOR & GAMBLE

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informational GATE KEEPERS that must be sought out for help -Ardath Albee, author of “eMarketing Strategies for the Complex Sale”

“

“ NO LONGER are companies and their sales people the

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INFORMATIONAL GATEKEEPERS ARE NOW REPRESENTED BY SEARCH ENGINES SOCIAL NETWORKS

PERCEPTIONS OF RELEVANCE

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ZERO MOMENT OF TRUTH SEARCH ENGINES In 2011, Google introduced the Zero Moment of Truth (ZMOT) which describes a revolution in the way consumers search for information online and make decisions about brands. Search and ZMOT have continued to grow in importance, and as consumers’ behavior evolves, so must the ways brands engage them.

MULTI-MEDIA ASK NETWORK & REVIEW SITES

GOOGLE 2001

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MODERN SALES PROCESS

STIMULUS GOOGLE 2001

ZMOT

FIRST MOMENT OF TRUTH

SECOND MOMENT OF TRUTH

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ZMOT IS HERE TO STAY By 2019 local search query volume is estimated to reach 204.2 billion searches. That’s nearly a 40% improvement.

projection of the local search query volume in the United States from 2014 to 2019, sorted by platform.

Statista.com

ZMOT | how has it IMPACTED ZERO MOMENT OF TRUTH

MODERN marketing STRATEGY?

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HOW DO YOU BUYERS TO SHORTLIST BUSINESS

BEFORE FIRST CONTACT

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IT’S

EASIER THAN IT SOUNDS…

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LEVERAGE ONLINE MARKETING CHANNELS TO GUIDE PROSPECTS THROUGH THEIR DECISION MAKING PROCESS

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