International Search Summit London | ZMOT for global brands

The Zero Moment of Truth & Global Branding

Zero Moment of Truth - is point at which your customers are influenced as to which product or
service to buy.

This could be at any of the many online touch points where your customers interact with your
brand and being in the right place, with the right message has never been more important for
brands.

Nick Garner | Unibet | International Search Summit London 2012

Nick Garner

Nick Garner. Global Head of Search, Unibet

He looks after Search Engine Optimisation, Pay Per Click for
the UK, Social Media Optimisation, Refer a Friend, and some
parts of Unibet's conversion optimisation activities.

He is a recognised expert in SEO and social media within the
iGaming industry with a long track record of commercial
successes.

An internet marketing veteran, Nick has been architecting and
building marketing strategies for the 13 years. He puts his
commercial successes down to a practical understanding of
internet related technology, human behaviour and the
commercial drivers on the internet

Nick is a family man and competitive international sportsman
based just outside London.


Where does new business come from?


New acquisitions in iGaming

Where is the new business coming from?

Trackable 50% Direct 50%
•Adwords/SEO •Word of mouth
•Campaign •Social Proof
•Affiliate •Brand Stimulus
•Other


Tracking conundrum...

Marketing budget is No tracking,
assigned where there's No accountability,
accountability. No budget...

£ -£

Real Consumer Behaviour


Is it
this?
The traditional marketing funnel


Or this?

The reality...

How can you
100% track this?


Another way of looking at things

Online isn't always a '100% trackable' channel.

A swimming pool...? Or a room?


Fragmented global brand interaction....

ZMOT


ZMOT: 5,000 Respondents

Shopper Science was commissioned by Google in 2011 to make more sense of
social proof online.

5,000


Traditional mental model of marketing

Brand Cart Feedback


ZMOT – Zero Moment of Truth
Social Proof

Brand Cart Feedback


ZMOT is huge

84% say ZMOT shaped
their purchasing decisions.

This shows the
power of online
feedback and research.


Users are learning to research better...

In 2011 the average shopper used 10.4 information sources to make a purchasing
decision in 2011. Up from 5.3 sources in 2010.
Not many sources of information, but ZMOT is important Different sectors:
Varying sources of
information
Varying importance
of 'social proof'.

I.e. Credit cards: 8.5
sources & ZMOT
influenced 75% of
the decision.

Source:Shopper Sciences


Research Cycles

“People research well ahead of closure”

Degree of influence

Period before purchase


Research Cycles

“Depending on the complexity and value of the product or service,
users will research at different times.”


Research Cycles

“Depending on the complexity and value of the product or service,
users will vary their research intensity”


Age and behaviour


Age affects ZMOT...in surprising ways


Netgen...Internet is a 2nd language

15 years of mainstream internet:

Hypothesis: Learning to use the internet is like learning a language. Natives
understand the subtle signals. Late learners can still communicate, just not so
well.

Source:The Pew Research Center’s Internet & American Life Project


All ages: Online behavior
The young use search engines more, buy online more, but don't rate/feedback like
Gen X. In total there is 400% more feedback online from people over 35.

Source:The Pew Research Center’s Internet & American Life Project


ZMOT in action


Identify a need and fulfill it.



The result



The result
Better



The result
Best
Better


Reputation marketing

“Half my advertising is
wasted, I just don’t know
which half.” John Wanamaker

Treat online reputation
management like brand/pr
spend.

This pattern is across all
languages and territories.


Process & Workflow


Typical process

Identify need: Look for good Linkbuild to Improve your
i.e. clean up feedback on those pages for
search results strong domains your target
for keyword X phrases

Use tools like
SEMRush to
analyse the
domain


Organisational structure

Where a planning Centralised Country Specific
task or process isn't
language based,
Manager
then its centralised.
Country A
SEO is too risky to
leave to the
Strategy Country B
marginally Local
competent. Data Analysis Country C Languages &
All speaking
English
Lead Gen Country D

Country E


Requirements for new staff

Typical profile for an international Online PR Executive:
•Loves the internet
•Netgen: Has a good web footprint i.e. good Linkedin,
Facebook, Blogs, On forums etc
•Is goal orientated
•Is self motivated, so maybe has tried to set up their own
business or website
•Has done sales i.e. telesales, recruitment, media sales
•Wants to be in online marketing
Does not need a degree or a suit ;-)

The pitch:
Search is moving away from links and science to 'social engineering'.
Outreach and relationship building with the right web properties and individuals
(with some technical focus) is what we need now.
By building your skills and network this way, you become invaluable to anyone
who wants to prosper in the new search landscape. This is why Online PR is
the right place to be, now.


Wrapping up


Perspective: 1% > 2% conversion rate

Target your activities to the people who want social proof on you.


Find your Zero moments

Find the greatest 'Social Proof' hot spots where potential customers
seek information and validation about your service or product:
- Forums
- Trusted Reviews
- Thought leaders
- Tidy up your Google search results.

Manage those touch points. The traffic won't always be big, but the
commercial intent is huge.

The process is identical to any territory.


Final thoughts

Get someone in charge of ZMOT

Map out customer touch points online. Use ZMOT to help focus this process
(Search engines, places of discussion)

Look at your reporting systems. Do you ignore huge opportunities because
they are difficult to build business cases for?

Can you use some of your brand money for ZMOT?

Accept you won't get 100% attribution tracking, but it's improving all the time.

Finally, to reiterate, this process is universal to all people, anywhere on
the internet. It is a global phenomenon.


Thanks!

Nick Garner


International Search Summit London | ZMOT for global brands

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