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The Zero Moment of Truth & Global Branding – Nick Garner – #ISSSMX

14 May 2012 BY

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Nick is the head of search for Unibet. He looks after their SEO, PPC, SMO and Referral Networks. Nick started by explaining ZMOT is the point at which your customers are influenced as to which product or service to buy.

Trackable sources deliver a great deal of new business but there is a lot of business that comes in via Brand search or direct so you don’t really know where the money is coming from. Typically your money goes into the areas that you can track. This results in budget being skewed and an opportunity lost. Last click wins is by far the most used model and this doesn’t help with the brand sector of revenue.

ZMOT shows that there is a huge amount of complexity and this is very difficult to measure. Social proof has a massive effect on conversion. In Google’s study 84% of people found that they were influenced by social feedback on a brand. Users are learning to research better, in 2011 the average shopper used 10.4 information sources to make a purchasing decision up from 5.3 sources in 2010. They also research well ahead of closure. Depending on the complexity and value of the product and service they will spend varying amounts of time on research.

Internet is a 2nd language now. The older people get the more unnatural the language comes to them. This means young people use search engines a lot better than old people as a rule because they have been exposed to it for all their life. What is interesting though is older people feedback more than younger people therefore they have more influence on your brand perception online.

Reviews are a big area that needs reputation management companies like Ladbrokes, Nike and others should be reviewing their brand searches and creating optimised content about how they are responding to the various issues. By identifying good sites that have positive content you can influence the search results and introduce a more positive slant on the issue.

Nick went on to describe his internal organisational structure and outlined each person’s main responsibilities. He used to have an international agency but now he has brought all these resources in house with English as the common connector language. He outlined their approach to link building with is a mix of paid online PR and social  outreach. He sees the future of link building as being online marketing community managers who work on tying in the offline PR channels with online PR channels. He can then also own that network and expand on that network. In his experience these people are not that expensive. If you wanted to focus on a key market you could get international students in London if you wanted to. It’s very quick to get them up to speed too.

The Zero Moment of Truth & Global Branding – Nick Garner

Nick is the head of search for Unibet. He looks after their SEO, PPC, SMO and Referral Networks. Nick started by explaining ZMOT is the point at which your customers are influenced as to which product or service to buy.

Trackable sources deliver a great deal of new business but there is a lot of business that comes in via Brand search or direct so you don’t really know where the money is coming from. Typically your money goes into the areas that you can track. This results in budget being skewed and an opportunity lost. Last click wins is by far the most used model and this doesn’t help with the brand sector of revenue.

ZMOT shows that there is a huge amount of complexity and this is very difficult to measure. Social proof has a massive effect on conversion. In Google’s study 84% of people found that they were influenced by social feedback on a brand. Users are learning to research better, in 2011 the average shopper used 10.4 information sources to make a purchasing decision up from 5.3 sources in 2010. They also research well ahead of closure. Depending on the complexity and value of the product and service they will spend varying amounts of time on research.

Internet is a 2nd language now. The older people get the more unnatural the language comes to them. This means young people use search engines a lot better than old people as a rule because they have been exposed to it for all their life. What is interesting though is older people feedback more than younger people therefore they have more influence on your brand perception online.

Reviews are a big area that needs reputation management companies like Ladbrokes, Nike and others should be reviewing their brand searches and creating optimised content about how they are responding to the various issues. By identifying good sites that have positive content you can influence the search results and introduce a more positive slant on the issue.

Nick went on to describe his internal organisational structure and outlined each person’s main responsibilities. He used to have an international agency but now he has brought all these resources in house with English as the common connector language. He outlined their approach to link building with is a mix of paid online PR and social  outreach. He sees the future of link building as being online marketing community managers who work on tying in the offline PR channels with online PR channels. He can then also own that network and expand on that network. In his experience these people are not that expensive. If you wanted to focus on a key market you could get international students in London if you wanted to. It’s very quick to get them up to speed too.

AUTHORED BY:
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Louis Venter is the founding director and CEO of MediaVision, a Search Engine Marketing (SEM) company specialising in all areas of search. His particular interests are organic search marketing, paid search marketing, conversion strategy and online PR.
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