The document discusses the future of marketing and focuses on the zero moment of truth (ZMOT), first moment of truth, and second moment of truth. It emphasizes using content marketing, organic promotion through blogs and social media, and public relations to influence customer perceptions and ensure consistent branding across all touchpoints. Key recommendations include revisiting the customer experience, strengthening customer relationships through CRM, and focusing marketing efforts on areas that drive the biggest efficiencies.

1. The Future Of Marketing
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2. The Traditional Method
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3. Zero Moment of Truth
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4. What does this mean to you?
• Where are you currently spending your time / budget
• Where should you be focussing your time and budget?
• Where are the biggest efficiencies?
• Lets start at the beginning.....
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5. First Moment of Truth
• Your product / service
• Re-visit what it would be like to experience
your product for the first time
• What is your shelf? Website? Phone Call?
Meeting? Retail?
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6. Second Moment of Truth
• Word of mouth has always been important but
now it’s not referrals it’s creating someone elses
ZMOT
• What is your CRM programme?
• How are you getting the most out of your
customers?
• Are you asking them to work for you?
• Are you satisfying their needs?
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7. Zero Moment of Truth
• Combination of Content Marketing, Organic
Promotion, PR and Social Media
• Ensuring that you have consistency in
messaging and your product / Brand values
are communicated at ALL touchpoints
• This can be a new area to many....
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8. Organic Promotion
Blogger
Outreach
Review
Give-away
Competition
Linkbuilding
Sponsored
post
Advertorial
Guest post
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9. Organic Promotion
Blogger
outreach
Brand
Buzz
Linkbuilding
Keyword
driven
Social
following
Website
stats
Natural
links if any
Link
specific
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10. Link-building
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11. Organic Promotion
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12. Social Media
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13. Social Media
•
Since Google’s Penguin and Panda update
social signals are becoming more and more of
a ranking factor.
Spearman’s rank correlation coefficient for SEO
by Search Metrics
•
•
•
Fresh content for Google
Increase in brand queries
Increase in impressions on Google SERPs
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14. Social Media
Management
Daily Posting
Campaigns
Community
Management
Advertising
Social Landscape
Content Research
Strategy
Customer Service
Strategy
Profile Designs
Writing Posts
Planning
Crisis Management
Ad Content
Profile Layout
Scheduling Posts
Execution
Sales
Ad Placement
Strategy
Promotion
Reporting
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15. Social Media
Research Influencers
Choose a Topic
Create Content
Distribute & Share Content
Measure & Track
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16. Without content none of it works...
Online PR
Email
Organic Promotion
Client Site
Social Media
Zeal
Content
Zeal
PR
Client
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Zeal and Partners

17. What is Content?
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18. Consistency – BRAND marketing
• Marketing is so much more fragmented, the more fragmentation
that occurs the more important brand becomes
• This doesn’t have to be big budget, it can be kept simple
• Produce some brand guidelines and stick to them, even if it’s not
the easiest path to choose
• Ensure all your collateral is branded
• Ensure your brand communicates what you want it to
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19. 10 things to do Today...
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•
•
•
•
•
•
•
•
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Mystery shop your own company / product
Visit / Revisit your brand and write some brand guidelines
Go to your shelf and find out if it’s working for you
Talk to your customers – the most cost effective way to start
Listen to your customers – social monitoring will tell you a lot
Look at your content and produce more
Respond to negativity – what is your customer service like
Google set up – Are you set up correctly?
Visit your competitors
Visit Google’s Zero of Moment of Truth
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