It isn’t everyday that you hear agencies exhort brands to Zogify their ZMOT. But at ZOG Media, that’s exactly what we’re doing, and after seeing the results we’ve generated, more and more brands are joining the Zogify movement.
It begins by understanding Google’s so-called Zero Moment of Truth (or ZMOT).
We were initially attracted to the ZMOT theory because first, at ZOG we love search (as many of you may know, prior to ZOG our founder and many members of the team founded the largest independent search agency in the USA), and also really because as ZOGGERS, we tend to naturally gravitate to any theory that starts with the letter Z, as there would seem to us – rightly or wrongly – that there might be some sort of potential inherent synergy with theories that start with Z and what we’re doing here at ZOG. But I digress.
Here’s a simplified model of the traditional customer journey, which is comprised of several “Moments of Truth,” or key times in which a customer’s perceptions are shaped about your product or service:
Now, here’s the traditional journey, this time with a “ZMOT” sprinkled in:
In other words, the ZMOT is the heretofore unrecognized yet all-important moment within the customer journey when we as potential consumers head online to actively seek out facts and opinions to help make more informed buying decisions. And typically when we are in the ZMOT, what the data shows us is that we overwhelmingly turn to two primary sources to learn more about our intended purchase: search and social. Here’s how 5,003 people answered when asked, “When you were considering purchasing [product] what sources of information did you search out to help you decide?”
So to us it seems, when thinking about ZMOT and looking at digital through the lens of the always-on nature of digital, the fundamental question that every marketer must address first revolves around visibility. In other words, am I showing up online at the right time, in the right place, and with the right message, when my prospect or customer finds themselves in their ZMOT?
Understanding your current search and social visibility is the fundamental first step to answering this question. To do this, let’s take search as an example:
As the above click distribution demonstrates, search visibility can be defined as showing up on page one (and weighted heavily towards the top three positions, for that matter).
Each keyword’s visibility or lack thereof means something in terms of business metrics. At ZOG, we have demonstrated that every keyword that you do not show up for on the first page is a potential opportunity cost that can be quantified and forecasted.
To action against the ZMOT & this click distribution data, we created the Zog Search Visibility Index (ZSVI), a proprietary scoring system which rates your brand based on a number of multi-dimensional search visibility factors.
These factors include:
- Searcher mode
- Analysis of result type
- Keyword volume
- Conversion potential analysis
Based upon this keyword analysis, your brand footprint is scored into one of five tiers. Depending on the visibility level you fall into, we provide a specific, actionable roadmap to get you into the next higher tier of visibility. We call this entire process of raising your brand’s ZSVI tier level so as to improve your ZMOT visibility, “Zogifying your ZMOT.”
What we find interesting about our work here is that in using ZSVI, we have seen that upward movement among tiers directly correlates to increases against hard business metrics like handraisers and sales.
If you are interested in learning where your brand footprint stands in search and social (which we of course have a corresponding visibility model for), or if you’d simply like to learn more about this process, please do not hesitate to contact us. We’re always more than happy to help you learn how to Zogify your ZMOT.