I was asked to talk about Zero Moments of truth for the Houston Internet Marketers association 2012 interactive strategies conference. The following deck is my take on how people are faced with the challenge of choice and how marketers can cut through the noise.

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3. IF YOU ARE GOING
TO BE A BEAR… 3

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5. www.zeromomentoftruth.com
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6. *According to Recent Google Think Reports 6

7. Shopping ADD
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8. Let’s talk
groceries!
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options
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options
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14. Please read “the Paradox of choice.” by
Barry Schwartz.
As options multiply, the effort required to
obtain enough info to be able to choose
between alternatives outweighs the benefit to
the consumer of the extra choice. “At this
point”, writes Barry Schwartz in “The Paradox
of Choice”, “choice no longer liberates, but
debilitates. It might even be said to
tyrannise.”
As options multiply
the effort to choose
goes up!
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15. The Parking lot Paradigm
Insert a photo of a parking lot here.
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17. Stimulus First Second
Moment of Moment of
Truth Truth
At shelf Experience
In-store

18. Stimulus First Second
Moment of Moment of
Truth Truth
Pre-shopping | At shelf Experience
In-store | In-home In-store

19. This I believe:
Someone, Somewhere
is looking to eat your lunch
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21. How to win:
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22. From a sign at the gates
foundation… This is my
way of saying that the best
way to win the ZMOT is to
first plan for the ZMOT.
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26. The Cocktail
vs. Big Data 26

27. 91M You Must Be
Mobile Internet
users in the US Mobile
and growing.
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29. The OODA Loop
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32. THANK YOU!
Jeremiah Andrick
SM, Online Customer Acquisition
@jeremiah
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