Forthea was recently invited to the Google Engage All-Stars Summit after competing in the 2nd biannual Google Engage All-Stars Competition. Winners of the competition from the US, Canada, Mexico, Argentina, Columbia, Chile and Peru were flown to the Google Headquarters in Mountain View, CA. The trip was completely paid for by Google and I was lucky enough to be nominated to represent Forthea at the two day event. I had no idea what to expect. I’d heard many stories about the craziness that goes on at Google…everything from the amazing cafeterias to on-site gyms complete with personal trainers. I’m sure you’ve probably heard a rumor or two as well. Needless to say, I was pumped.
After a long day at work and a few layovers (can’t complain, the trip was free!), I finally got in to San Jose around 1:00 in the morning. I woke up bright and early after a couple hours of sleep, refreshed and ready for the unexpected events that were awaiting me at the Googleplex. After arriving and eating a huge breakfast provided by Google, the well-caffeinated attendees were herded into an auditorium to get things kicked off with a presentation by John Nicoletti about the “Zero Moment of Truth”
To summarize John’s presentation, traditionally consumers have 3 moments – stimulus (when they’ve seen an ad), first moment of truth (decide at the shelf) and the second moment of truth (the at-home experience). Now there is a fourth moment of truth – the ZERO moment of truth. This happens after the stimulus and before the purchase. Zero moments are when consumers have the time before a purchase to compare, research and quickly get information from others about the product or service. John outlined seven ways for marketers to win this moment:
- Put someone in charge. If there is no one in charge, it won’t get done and the potential custom will be lost.
- Find your zero moments. By understanding how people search for your product, you will start to see where the zero moments are for your brand.
- Answer the questions people are asking you. Use bounce rate to see whether or not you’re answering their questions. If they want to see dog food nutrition, show them. Don’t show them a coupon.
- Optimize for zero moments. Most people experience zero moments on their mobile devices. As John put it “don’t be a desktop search agency”.
- Be fast. Annual marketing plans don’t do zero moments any good. Speed and agility are key to taking winning zero moments
- Win with video. John mentioned how crucial the visual aspect of zero moments is. Show anything – product demos, expert advice, case studies or reviews. Anything, show it.
- ROI – jump in to win the Zero Moment of Truth. Act deliberately with a sense of confidence and certainty.
The purchase cycle has changed. No more are the days of quick purchases – the web has made purchasing products a complex experience that can be compared to studying for a midterm. With reviews, specs, videos, comparison sites, message boards and social chatter about your product, it is important to capitalize on all of the “zero moments” a consumer experiences.
Stay tuned for my next post about Grace Dolan’s Mobile Playbook presentation!