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The Future Of Marketing

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The Traditional Method

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Zero Moment of Truth

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What does this mean to you?

• Where are you currently spending your time / budget• Where should you be focussing your time and budget?• Where are the biggest efficiencies?

• Lets start at the beginning.....

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First Moment of Truth

• Your product / service• Re-visit what it would be like to experience

your product for the first time• What is your shelf? Website? Phone Call?

Meeting? Retail?

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Second Moment of Truth

• Word of mouth has always been important but now it’s not referrals it’s creating someone elses ZMOT

• What is your CRM programme?• How are you getting the most out of your

customers?• Are you asking them to work for you?• Are you satisfying their needs?

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Zero Moment of Truth

• Combination of Content Marketing, Organic Promotion, PR and Social Media

• Ensuring that you have consistency in messaging and your product / Brand values are communicated at ALL touchpoints

• This can be a new area to many....

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Organic Promotion

Link-building

Sponsored postAdvertorialGuest post

Blogger OutreachReview

Give-awayCompetition

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Organic Promotion

Brand Buzz

Social following

Natural links if any

Blogger outreach

Keyword driven

Website stats

Link specific

Link-building

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Link-building

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Organic Promotion

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Social Media

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Social Media

• Since Google’s Penguin and Panda update social signals are becoming more and more of a ranking factor.

Spearman’s rank correlation coefficient for SEOby Search Metrics

• Fresh content for Google• Increase in brand queries• Increase in impressions on Google SERPs

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Social Media

Management

Social Landscape

Profile Designs

Profile Layout

Strategy

Reporting

Daily Posting

Content Research

Writing Posts

Scheduling Posts

Campaigns

Strategy

Planning

Execution

Promotion

Community Management

Customer Service

Crisis Management

Sales

Advertising

Strategy

Ad Content

Ad Placement

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Social Media

Measure & Track

Distribute & Share Content

Create Content

Choose a Topic

Research Influencers

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PR Client Zeal and Partners

Zeal

Content

Without content none of it works...

Zeal

Organic Promotion

Online PR

Social Media

Email

Client Site

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What is Content?

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Consistency – BRAND marketing

• Marketing is so much more fragmented, the more fragmentation that occurs the more important brand becomes

• This doesn’t have to be big budget, it can be kept simple• Produce some brand guidelines and stick to them, even if it’s not

the easiest path to choose• Ensure all your collateral is branded• Ensure your brand communicates what you want it to

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10 things to do Today...

• Mystery shop your own company / product• Visit / Revisit your brand and write some brand guidelines• Go to your shelf and find out if it’s working for you• Talk to your customers – the most cost effective way to start• Listen to your customers – social monitoring will tell you a lot• Look at your content and produce more• Respond to negativity – what is your customer service like• Google set up – Are you set up correctly?• Visit your competitors • Visit Google’s Zero of Moment of Truth