Online Marketing: Google's Zero Moment of Truth

Complete video at: http://fora.tv/conference/l2_mobile_2012

Jeremy Arnon, Strategic Partner Development of Mobile Commerce for Google, examines a new trend in how consumers make purchase decisions. He argues that there's a new paradigm: ZMOT, or zero moment of truth.

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In Q4 2010, smartphone shipments overtook those of PCs for the first time.Throughout 2011, we saw traffic from non-PC devices in the U.S. grow to seven percent of all digital traffic, fueled by the adoption of tablets. And last month, PayPal data revealed a four-fold (371 percent) increase in the number of customers shopping through mobile devices on Black Friday.

Accordingly, the conversation among marketers has shifted from anticipating the impact of mobile technology to reacting to the ways by which the mobile population is challenging traditional norms governing consumer behavior.

In January, L2 will release its first Prestige 100: Mobile IQ Index, profiling the mobile efforts of 100 leading brands across five distinct industries: Beauty and Cosmetics, Fashion, Hospitality, Luxury Retail, and Watches and Jewelry.

In this Clinic, we will explore the most critical trends in the mobile space. Topics will include implementation of mobile payment systems, augmented consumerism, mobile advertising, the impact of HTML5, and associated case studies.

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News & Politics

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• info
• ads
• information
• advertising
• consumers
• strategy
• policy
• jeremy
• anron
• L2
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[Olsonic]

zzzz

[DeathBringer769]

I have never bought anything due to a "stimulus" like a paid advertisement or commercial. Being forced to watch an advert tends to piss me off.

[SilverEvader]

@Neylonx Coke has a lot more nastalgia to it. The brand went through WWI - present. It's just "classic America," that's what makes Coke seem more appealing to us, rather than Pepsi. Skullcandy, Beats, and AlienWare are 100% trend and will die. Apple is a cult.. There's no getting rid of Apple in the near future.. Too many people have been brainwashed into thinking Apple is superior with no prior knowledge of PCs or othe MP3 players..

[SilverEvader]

@DeathBringer769 Never...? You've never saw a movie bast on it's previews, you've never bought a toy based on it's commercials, and you've never bought a video game based on it's trailers?

[CognosSquare]

@Neylonx I agree about skullcandy for example. They look like overpriced headphones to me. The need and market for that product may have been created in advertisement. Red Bull is probably another.

I dont buy their products and I think its depressing seeing them try lure stupid people into buying their crap, every day.

I wonder if we removed all the coke/pepsi commercials what people would favor still.

Apple is indeed overpriced but may be best option computer unsavvy person.

[Neylonx]

@CognosSquare can i point out that apple, skullcandy, beats, alienware, coca cola, grey goose, and many more, are all considered to be 'the best' when they are actually all inferior to their less successful competitors?

i mean, have you seen the price of an apple laptop? is a couple of pounds lighter really worth $500 more?

and pepsi consistently comes out on top in blind taste trials, yet coca cola is the most recognised brand in the world.

[CognosSquare]

@Neylonx I think they are oligopolies but became so by being good. I will switch to bing or yahoo in a heartbeat if they top google.

1. I agree with you that advertising can work for some items on some people who more than often below average IQ.

2. Im not sure i creates value on the whole. Many companies I know of have put ads in newspapers, flyers with low return but considerable cost.

3. HP can spend $20k on ads for me, ill still buy "the best computer for my $599". Id rather HP didnt.

[Neylonx]

@CognosSquare google and apple (to an extent) don't have to advertise because they are monopolies, they are pretty much your only rational choice.

look, companies wouldn't pay obscene amounts of money for superbowl commercial slots if they didn't see a measurable return would they.

[CognosSquare]

@Neylonx I think marketing is overrated. Burger King said last week that their creepy "King" figure/mascot -campaigns did not help sales, possibly hurt it. Eventhough it ran for years.

Im just saying focus on making a good product. Google or Apple dont advertise here in Sweden but they are huge from making good products. I dont think they would be helped by interrupting a tv movie im watching with smarmy, lowest common denominator ad.

[Neylonx]

@CognosSquare i don't understand your logic. Businesses look to make profit right? so why would they continue to advertise if it did not provide them with returns greater than their cost?

Nobody is saying that you will respond to every advert, or even any advert immediately, however they all have an effect.

Something unprofitable quickly dies out in the business world

[nobodyspickedthis1]

So how did you decide on a vehicle if you didn't know what was available? Or buy a house? Ill bet there was a "For sale" sign somewhere...

[CognosSquare]

Hmm, looking around me. I have not seen a commercial for anything of this. 2 computers, a heat fan, a milk carton, mobile phone, calculator, external DVD burner, clock radio, synthesizer.

Thats called the "fuck it, Im buying the best hardware/buck moment of truth". It would be good if marketing firms acknowledged that instead of trying to ratchet up the bullshit-cannon on the consumers.