1. Real Time Marketing: Tools and
Techniques to Own the moment
William Morris

2. Mental Models Drive Our Game
Google Confidential and Proprietary 2

3. Roger Bannister and the Four Minute
Mile
Google Confidential and Proprietary 3

4. Build a Great Product
4

5. Tell Your Target About It
5

6. Win at Point of Decision
According to Procter &
Gamble, shoppers make up
their minds about a
product in three to seven
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 6

7. The Traditional 3-Step Mental Model
of Marketing
• Stimulus
7
Second
Moment of
Truth
First Moment
of Truth

8. Historical “Interrupters”
of Three Moment Model
8

9. More Decisions Made Before Entering Store
• Where Purchase Decisions Are Made (% of
Shoppers)
9
Source: SymphonyIRI, MarketPulseSurvey Series Q1 2011-Q32012
74% 74% 79% 77% 77% 77% 78%
26% 26% 22% 23% 23% 24% 22%
Q1 2011 Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 2012 Q3 2012
Before Going to the Store While Shopping in the Store

10. The New Path to Purchase
10
61%
of Internet users research
online about products and
services prior to purchase
Sources: IAB/TNS/Google, Consumer Barometer, Worldwide, May 2012. Motorola Solutions, June 2012
69%
of those who research online
use a search engine before
purchase
48%
search offers while in-store

11. The 4 Moment Mental Model
11
First
Moment
of Truth
Second
Moment
of Truth
Stimulus
Which becomes the
next person’s ZMOT

12. • TV no longer
commands our
full attention
We often move from
one screen to another while
shopping
Base: Have Started Activity on One Device & Continued on Another (1455). Q. For the activities listed below, think about the last time you started each activity on one
device and then continued or finished the same activity on another device. Please select which device you started and then continued on. If you have not done
this, select “I have not done this”.
67%of us start shopping on one device
and continue on another
77%of TV viewers use another device
at the same time in a typical day
12
Multiple Device Use and Device
Toggling is Now the Norm

13. How to Go Multi-Screen:
13
Brand messaging consistent across TV, tablets and mobile phones
Make sure your site loads quickly and clearly on any mobile
device
Try click-to-call ads
Advertise via mobile apps and mobile video ads
Add email reminders and alerts across
devices

14. Win Wandering Shoppers
14
• of shoppers say that online
coupons or promo codes
will close a deal for them
when they’re undecided
of online shopping carts are
abandoned by the shoppers before
they get to a purchase
70%
78%

15. Help Consumers Buy with Their Eyes
15
of consumers report using YouTube to
browse and research retail companies
68%
more likes and comments than those
without photo content.
Add Video
60%
Social network posts with
photos get
Add Images

16. Build Trust with Answers
16
say they actually prefer online customer
service
to phone calls or in-person consultations
1in5

17. Join the Attribution Revolution
17
putting value on every step of the way that got Jane there
vs. measure the last click
Jane saw a mobile
ad, a banner ad
on a news story
she searched, she
watched a video
then she clicked
on an ad
came to my site
and became one of
my best customers

18. Dermablend Supercharges Brand Awareness
and Drives Consumer Engagement With
YouTube Masthead
Capitalize upon prime media real estate while content is
relevant to consumers
Dermablend showcased the advantages of its leg and body
cover product through a high impact ad unit using sight, sound, and
motion
18