MKTG 405 ZMOT
How to win at ZMOT?
1. Put someone in charge 2. Find your zero moments of truth 3. Answer the questions people are asking 4. Optimize for ZMOT
Put Someone In Charge:
Customer Experience | IA | UX | Data Analytics Should be ready to work with your companies various agencies - creative, strategy, media and digital They should be in strategy planning meetings
Answer the Questions People Are Asking
Google Trends Insights for Search -Web Trends -Adobe Omniture/Analytics -Google Analytics -Google Trends
Optimize for ZMOT
Mobile Optimization Run and track mobile separately from your other campaigns Don't Forget Video For B2B brands, you'll also want to consider -Case Studies -Thought Leadership
ZMOT=
Pre-shopping
What is ZMOT?
The Zero Moment of Truth refers to all the research consumers do online before making a purchase.
