marketing case

MARKETING CASE
JEUX DU COMMERCE 2012
UNIVERSITÉ LAVAL
FIND A PRODUCT1
Written by :
Isabelle Garnier, Chargée d’enseignement, Département de Marketing
Faculté des sciences de l’administration
Université Laval
Caroline Girard, Chargée d’enseignement, Département de Marketing
Faculté des sciences de l’administration
Université Laval
l) Context
A) Introduction : YellowPagesGroup
YellowPagesGroup (YPG) is a Canadian company founded in 1908. Since then, YPG has excelled at what
it knows best: bringing consumers and vendors together. YPG is especially known for its telephone
directory, which is the most consulted of its kind in Canada. This directory is the main source of income
that has made the company’s fortune.
YPG allows businesses to advertise in telephone directories that are distributed in various markets
across Canada. In the past few years, the company has diversified its services and now has several
areas of expertise in digital media. YPG not only offers its clients advertising in the directory, but also
provides business solutions for search engine optimization (SEO), search engine marketing (SEM),
Website and video creation solutions, as well as mobile solutions. Not to mention that yellowpages.ca
offers a search platform that allows users to quickly find a local business.
Another interesting fact is that YPG has acquired several Web businesses over the past few years in
order to accelerate its implementation in the digital media industry. Among others, it has purchased
We would like to thank YellowPagesGroup for their collaboration and open-mindedness with regards to the elaboration of
this case. The present document should not be considered as reflecting the opinion or position of YellowPagesGroup or the
author, with regards to parts or the totality of the issues (including products, services, practices and other elements of the
case, implicit or explicit) addressed or presented whatsoever. The statements included do not consist in recommendations,
neither are formulated to prompt or dissuade from an investment, whatsoever. Moreover, this case does not represent a
reliable source of data on the company, its activity sector or the general business environment. Indeed, several elements
included have been altered, partly developed or otherwise modified to meet the goals of the present situation. Besides,
some data might come from secondary sources, and may have been treated or transformed for practical or competitive
reasons. This case does not constitute an example of good or bad management practices. It was written in an entirely
pedagogical objective: to stimulate discussion and analysis in an academic context.
1
MARKETING CASE – JDC2012
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RedFlagDeals, Canpages, and a number of other companies, becoming the number one Internet
company in Canada with over 8 million visitors every month on all its platforms.
In brief, YPG helps Canadians find the best answer to their consumer needs, whether in print, on the
Web or on a mobile device. As a result, a business can be found at the exact moment when the
consumer is ready to buy.
Yellow Pages Group web activities
YellowPagesGroup first steps in the web were the now famous website yellowpages.ca (YP.ca). YP.ca
has a mission: find the best vendor for the best buyer. When a consumer needs to make a purchase, he
goes on YP.ca in order to find the local business that will correspond to his needs. Hence, YP.ca should
not be described as a search engine, but like a discovery engine, since consumers actually discover the
desired information. The YP.ca website represents 8 million unique visitors and 1.2 million listed
businesses. You will find in appendix 1 a series of print screens representing the YP.ca website.
Those 8 million unique individuals are all the more unique that the yp.ca audience is very diverse in
terms of age, salary, social status, etc. We notice that the motivations behind a visit on the yp.ca
website are the same ones that trigger someone to open a good old printed telephone directory: the
life events that generate a specific need! This explains the low incidence of visits on the website, with
an average of 1.5 times per month.
In order to fulfill more adequately the changing needs of the Canadian population and maintain its
leading position on local search, some complementary sites have recently been added to the YP.ca
website, like RedFlagDeals.com (a deal search website mainly present in Ontario, but also available in
the other English-speaking provinces in Canada).
But if YPG helps customers find their happiness, it also helps companies advertise in their different
supports. Just a few years ago, the advertising world was a simpler place. Everyone looked in the
phone book when they wanted to find a business. The Yellow Pages directory was the trusted source
for Canadian business information. And it still is. But things have changed, and the YPG realized that
they had to change too.
As local searches are moving more and more online and on mobile devices, so has the YPG. They
developed an all-encompassing approach specifically designed to help Canadian businesses get digital –
the Yellow Pages 360° Solution. This complete suite of products and services is a one-stop shop for
Canadian businesses’ local performance marketing needs.
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The Yellow Pages 360° Solution includes :




Online and mobile advertising on Yellowpages.ca
o Online business profile (free basic version or advanced
subscription profile) with evaluations and comments from
customers.
o Preferred placement at the top of the search result page.
o Mobile advertising to maximise visibility among active
consumers on the mobile networks.
Search engine marketing and Optimizations
o YPG specializes in search engine marketing, placing sponsored links on relevant search
result pages of Bing, Yahoo and Google, in order to ensure increased visibility for its
clients.
o YPG also offers a search engine optimization service that allows its clients to appear
higher in the list of organic search results on popular search engines like Bing, Yahoo!
and Google.
Website creation and video production
o YGP offers businesses a variety of creation packages that can include a customized web
start, advanced web solutions in terms of web pages and multiple email addresses, as
well as video and picture tools for business websites.
Print advertising
o Via the Yellow Pages directory, the YPG offers its clients the choice between text ads,
display ads, and specialty products that help businesses stand out from the competition
throughout the entire directory.
Search engine solutions
A key advantage of the 360° Solution is that it can be tailored to fit any advertising needs and allows
the local businesses to reach highly qualified consumers that are ready to buy. 2
2
http://www.360.pagesjaunes.ca/fr/pourquoi-nous/support-marketing-de-performance
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Web development
The recent technological boom and exponential mobile web development have motivated the YPG to
launch mobile applications for the different existing platforms. To date, the YellowPages mobile
applications have been downloaded more than 2.5 million times on iPhone™, BlackBerry®, Android™
and Windows® Phone 73. 30 % of online searches on YP.ca come from mobile applications.
B - Presentation of the current competition context
In the past few years, the online search market has been transformed with the arrival of new
competitors. The advent of the technological era and the Internet has changed consumers’ research
habits. Today there are so many more possibilities for connecting consumers with businesses that can
meet their needs. In fact, over 75% of Canadians now consult the Internet every month, and over 120
million searches are made every day. What’s more, Canada’s population now spends more time on the
computer than watching TV. The use of social media has also changed consumer habits. Information is
increasingly shared and consulted on these various networks, that is, Facebook, Twitter and all kinds of
blogs and forums. Studies show that 60% of people ask a friend or family member before making a
purchase. It has been found that social networks have also changed the way that information is
consumed; 48% of young Americans start with their Facebook wall to find news information. Facebook
virtualizes human relationships, allowing users to rapidly take the pulse of their tribe when it comes to
making decisions to buy what they need or to choose a hot restaurant.
Another giant of online search that has managed to carve out a significant spot on the Canadian scene
is Google. It shot to success thanks to the strength of its search engine and its expertise with organizing
information and making it universally accessible and useful. Since its inception, Google has been
recognized as an innovative company and there’s no mystery to its success. Over the years, Google has
developed a wide range of products that has allowed it to become, and remain, a leader in its field. In
the early 2000s, Google successfully launched “Adwords”, its monetization product. “Google Maps” is
another extremely successful product that has changed the habits of Web users. In the past year, the
company has launched a new product designed to locate local businesses: “Google Places”. Users can
now find local businesses on a map in the top search results. Google is increasingly relevant in the area
of local searches, which is YPG’s specialty.
3
yp.ca website
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Another strong trend that has redefined the local search market in the past few years is the use of
smart phones. Thanks to these mobile devices, searches can now be conducted based on the user’s
current location, a process referred to as geo-localization or geo-referencing. All kinds of mobile
applications have been created in order to meet user needs anytime, anywhere. Yellow Pages Group
has broken into this market in the past few years by developing its own mobile applications and
enabling consumers to find businesses that are close by.
Thanks to all these technological advances and the diverse means of communication, consumers are
constantly connected to the local businesses they are looking for. Geo-localization is a trend that offers
businesses new potential for visibility through their clients.
Competition is and will remain fierce in this area: Google also launched a business localization
application called “Places”, as has Facebook with “Facebook Places”, an application that members can
use to signal their location. This offers businesses great visibility potential through social media users
and enables them to distribute content like targeted promotions.
Facebook is a sizeable adversary that is increasingly gaining ground in online local search. Thanks to
Facebook’s “Fan Pages”, users can connect with the businesses they like. Not only are consumers now
able to find information about a business they like, but they can in turn comment on and add content
to those pages. This creates a conversation between the user and the business. Another of Facebook’s
advantages is sharing these relationships with the user’s network of friends. The fact of “liking” a “Fan
Page” on Facebook disseminates this information to a user’s friends and relatives, which leads to
another marketing phenomenon, the social recommendation. When users are in shopping mode, it is
increasingly frequent for them to turn to social media in order to find recommendations from the
people they trust. The influence of these relationships when deciding to buy is significant.
This shows that social media play an important role in consumer decisions to buy. On yellowpages.ca,
the action of “liking” a merchant page results in two to eight visits to the site; what’s more, these
visitors have a 16% greater chance of making a purchase because the recommendation came from a
friend. Facebook is increasingly becoming positioned as the local search engine. This adds another
competitor to watch in a highly competitive environment.
Because of these trends, YellowPagesGroup must now adapt to new realities and to the fact that it is
no longer the sole player in local business search. Consumers can now choose from multiple sources
when trying to identify the right business for their needs. To stay competitive, YPG needs to diversify
its content and make it more interesting and dynamic for users. It must offer tools that set the
company apart and make its offer more personalized and ever more relevant. To do so, last year,
several concepts were introduced to the Web platform, including the concept of identity with the
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YellowPages account. YellowPages.ca now recognizes its users and can personalize search results and
provide value-added tools. These include the integration of social functions like comments and
evaluations, the Facebook “Like” on merchant pages and results that rate the business’ popularity, an
address book for saving favourite contacts and sharing with the user’s network of friends if the user is
connected to the YellowPages account via his or her Facebook identity (Facebook Connect) and much
more. The purpose of adding all these innovations is to differentiate the yellowpages.ca experience.
Towards a significant shift in shopping behaviour
We live in a world of digitally empowered consumers, which is leading to a significant shift in shopping
behaviour. But let’s start with a brief overview.
Today’s consumers are constantly targeted by marketing and information. Far from being passive, the
information and communication technologies allow them to go forward and look for businesses and
products that interest them. The popularity of classified ads websites, special offers and price
comparators, are perfect examples of that trend, as shown in graph 2-1, in appendix 2.
If we expand on this analysis, we can also notice that several businesses decided to treat this new
phenomena by accompanying the customer in every single step of the purchase decision process. Of
course, the company that offers the most complete coverage is Google. Unlike Google, YPG’s strategic
play is not to own the entire purchase process but rather win by fulfilling key consumer purchase
needs.
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Je sais ce que
je veux. Mais
comment
comparer les
offres ?
J’ai choisi mon
offre mais je
dois maintenant
trouver un
revendeur
Je suis prêt à
acheter.
1
Other Amazon FB
SERVI CE
eBay Google
YPG Other Amazon
FB
eBay Google
Je pense savoir
ce que je veux.
Quelles sont
mes options ?
YPG
Magasiner pour un
Magasiner poru un
PROD UI T
Hmm . . .
Qu’est-ce que
c’est?.
OPPORTUN I TE
1 Devenir la référence, au Canada, en termes de recherche de produits en prenant avantage de
l’absence actuelle de compétition sérieuse dans le paysage canadien
Let’s break down the different steps of the purchase decision process.
Step 1, HMM… WHAT IS THIS: Awareness
Display advertising and deals (via e-mail) can generate demand within a passive consumer. This can
either trigger the purchase process or, depending on how enticed a consumer is, drive straight to
transaction.
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Step 2, WHAT ARE MY OPTIONS: Familiarity
Consumers tend to compare the range of offerings within the market via search engines and
directories. YPG has carved out a very successful business within this section of the service purchase
process. Competitive threats are arising, however, as mobile functionality is changing the game to
“deals around me”.
Step 3 and 4: HOW DO THE OFFERINGS COMPARE: Consideration
WHERE IS ITS LOCATION: Intention
With more data than ever at their fingertips, consumers are increasingly making digital comparisons of
offerings’ specs and prices. Upon choosing the optimal offering, they want to know which local store
has it in inventory. A huge opportunity for YPG exists within the Product Search space as we can help
lead consumers to advertisers via their product purchase queries.
Step 5: I’M READY TO BUY: Purchase
Google has entered into the payments space against traditional payment players such as VISA and
AMEX (who are also testing mobile payment) in order to capture a consumer’s purchase data.
As we just saw, the opportunity for YPG is quite significant in product searching!
C - Presentation of Find A Product
A search engine for a product or a brand
We have already discussed the context of this case, but let’s just point a few key elements.
For the moment, YPG covers two (2) types of searches:


FIND a MERCHANT with yp.ca
FIND a DEAL with RedflagDeals
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YPG now wants to add a third search type by product or brand, with Find A PRODUCT



Find A PRODUCT corresponds to the YPG philosophy of occupying the maximum space in the
consumers’ decision process.
Just like Find A MERCHANT and Find A DEAL, Find A PRODUCT is an efficient search engine,
accessible via a new tab on the current yp.ca website.
Find A MERCHANT acts like an engine for the ecosystem offered on YP.ca, by linking the deals
and the products to the merchants, and that, no matter what platform is used by the consumer.
Therefore, we can summarize the opportunity as follows :
The YPG Product Opportunity:
Product Search ties into the whole ecosystem!
Find a Merchant
Find a Deal
Find a Product
• I’m looking for a local
merchant
• Show me the products &
deals that this merchant
carries
• I’m looking for a good deal
on a product or service
• Show me where
(merchants) I can find the
best deal
• I’m looking for a specific
product
• Show me where
(merchant) I can find it at
the best price (deals)
ll) Shopping today
A - ZMOT
On September 21st, 2005, The Wall Street Journal published a front-page story that changed the face of
marketing. That story was about the critical importance of the seven seconds after a shopper first
encounters a store shelf full of detergents or toothpaste or anything else. The moment we’re talking
about is when you’re standing there, looking at all that frozen pizza, detergents or toothpaste and
deciding which to buy. Procter & Gamble called that moment the First Moment of Truth, or FMOT.
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NOW there’s a new critical moment of decision that happens before consumers get to their store
shelves. Whether you sell yachts or shaving cream, your customers’ first impression — and quite
possibly their final decision — will be made in that moment: ZMOT.
The traditional model
For decades we’ve practiced our craft by focusing on three critical moments: stimulus, shelf and
experience.



Stimulus. Dad is watching a football game and sees an ad for digital cameras. He thinks,
“That looks good.”
Shelf. He goes to his favourite electronics store, where he sees a terrific stand- up
display for that same digital camera. The packaging is great. A young sales guy answers
all his questions. He buys the camera.
Experience. Dad gets home and the camera records beautiful pictures of his kids, just as
advertised. A happy ending.
Those three (3) steps have been the mental model of marketing for a long time.
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The new model
But the big news for marketers today is the critical new moment between stimulus and shelf in every
product category. Dad still watches football and he still sees your TV commercial. But now he grabs his
laptop off the coffee table and searches for “digital camera reviews.” He looks at comments from users
on CNET and two other sites. He goes to Twitter and posts: “Anybody has a great camera for under
$100?” He hits YouTube and searches “digital camera demos.” Before the game ends, and before he
gets to the store shelf, he’s ready to make a decision.
Brand managers have policies and methodologies. They also get formation, and partner with
advertising agencies or marketing research agencies in order to win those original three steps of
stimulus, shelf and experience.
But what do you have in place to win that grabbing-the-laptop moment — the Zero Moment of Truth?
Change your marketing mental model to include ZMOT, and you stand to gain a very big competitive
advantage. Because you’ll reach those millions of shoppers who are making decisions before they enter
the store.
The Socio Demos
The up rise in digital empowerment has led to major changes in shopper behaviour. Consumers have
become digital explorers - seeking online ratings, peer reviews, videos and in-depth product details.
Google defines this new behaviour as ZMOT, a step added to Procter & Gamble original take on the
mental model of Marketing.
84% of all shoppers will conduct research online prior to purchasing a product. These shoppers use
twice as many sources of information to reach a decision as they did in the past (2010 – 5.27 sources /
2011 – 10.4 sources). It is also interesting to note that the number of consulted sources also depends
on the category of products or services searched (finding a restaurant – 5.8 sources / buying a car –
18.2 sources) (see Appendix 3)
Moreover, the youngest consumers tend to consult more sources before buying. They also tend to
share their purchase experiences via SMOT, and consult Internet in order to look for information on
the products that interest them.
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TABLE 1 : STIMULUS, ZMOT, FMOT AND SMOT ACCORDING TO AGE GROUPS
Age
Stimulus
ZMOT
FMOT
SMOT
18-34
years
(n=1594)
old 82%
91%
81%
70%
35-49
years
(n=1112)
old 77%
85%
75%
62%
50 years old and above 72%
(n=2297)
79%
76%
51%
Source : Google/Shopper Sciences, Zero Moment of Truth Macro Study, U.S., April 2011
And even more fascinating, those changes keep speeding up… :
1. Mobile phones contribute to the change
The way we use those mobile phones will keep changing. With GPS technology, location-based
services for local businesses will be off the charts.
2. The Meeting of the MOTs
For consumers, the Zero, First and Second Moments of Truth are growing closer by the minute.
The most obvious example is that moment at the store shelf: the one where you’re discovering,
making decisions, buying and sharing what you learned all at once. But the same thing happens
every day now, in all parts of life.
3. The Rise of Video
Today’s young adults have had mobile-phone cameras in their pockets since they were old
enough to have pockets. They’re perfectly comfortable using video to tell each other about the
products in their lives. And future generations will keep getting more and more involved in that
tendency.
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But beyond the simple video extra, consumers now want to get a complete, stimulating and enriching
experience when they surf the web, whether they do it from their mobile phone or their computer.
The creation of a business website becomes not only a major and critical way to stand out from
competition, but also an opportunity to convert simple visitors in regular user, and even in buyers. It is
thus essential to find a healthy balance between the different communication formats in order to
Findkeep
a Product
Objectives:
attract,
and secure the
loyalty of consumers. YPG understood this quickly. The following graph
2 – Deliver stronger ROI & Reduce Churn
represents the impact of the different media formats on consumer behaviour.
Content improves the conversion rate on products4 displayed in yp.ca web pages. YP.ca notices that
pages containing videos, comments, URLs and explanatory texts convert 64% more than pages with
Content Coverts: Increase the conversion rate on Placement Products
text only.
•GSP/SP’s that have Videos, Reviews, URLs and text convert 64% more
The
Line:today’s
Drive typical
more qualified
Thus
weBottom
realize that
consumer:leads to our merchants!
Find a Product: Opportunity & Strategy
December, 2011
•
wants to be in charge
•
wants to be informed by his most trusted sources (friends, subject-matter experts, impartial
sources)
•
wants to save money (seeks price transparency)
•
wants to save time (seeks real time information)
•
wants to buy EXACTLY what he wants; he won’t settle for less!
14
Visitors will be more likely to click on the links displayed in the yp.ca result pages that contain different communication supports,
including sponsored links.
4
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So we can say that the YPG has a great opportunity to connect consumers with local merchants at the
ZMOT...
B - Current competition
As seen previously, two important actors entered the local search world: Google and Facebook.
However, because of its privileged contact with approximately 360 000 merchants (65 000 of which are
specialized in retailing and offer “products”), YPG holds quite an advantage for keeping posted on
precise information about locally available products.
Only two (2) comparable Canadian website attempt to put consumers in contact with local businesses.
A more detailed presentation of those two competitors is included in appendix 4 and 5.


Shoptoit.ca
Wishpond.com
With over 60 000 retailers in Canada, there is a golden opportunity for yellowpages.ca to become the
major online product search engine, and specifically to become the perfect Canadian source to identify
local retailers of searched products.
lll) Your mandate
With the implementation of Find A PRODUCT, YPG wishes to become the number one choice for
product search, by benefitting from the current canadian and international competition weaknessess.
The new search type holds an interesting potential in order to place YPG at the heart of the consumer’s
decision process.
A - Introduce Find A PRODUCT to the consumers
It is essential for YPG to place Find A PRODUCT at the key moments of the consumer’s decision process.
Consequently, a strategy must be put in place in order to introduce Find a PRODUCT to the consumers
and create what we can call “initial traffic”.
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First mandate:
Create initial traffic by introducing Find A PRODUCT to the consumers, keeping in mind that the goal is
to stimulate the visit of new users on yp.ca.
Find A PRODUCT could be particularly interesting for several population groups, but it is important to
make sure that the suggested initiatives do not have a negative impact on other users by affecting
those users’ operations on the website. Do not forget that yp.ca has more than 1.2 million client
businesses, but only 65 000 retailers at YPG are targeted in this new project.
B - Trigger the use of Find A PRODUCT
Stimulate clientele is not an end in itself. For YPG, Find A PRODUCT is an ideal opportunity to move
away from specific needs triggered by life events, and integrate users’ consuming habits. In addition to
becoming valuable in the eyes of its users, Find A PRODUCT is designed to maximize client businesses’
return on investment, by increasing significantly the conversion rate.
In order to do so, YPG advocates a product searching experience that places yp.ca at the heart of users’
daily purchase needs.
Second mandate:
Stimulate the use of Find A PRODUCT, since the product search is more frequent than business search.
Work towards the goal to make Find A PRODUCT the number one destination when a consumer first
has the idea to look for a certain product.
C - Increase the number of searches per visit
Once the user is in the Find a PRODUCT tab, YPG wants to increase the number of searches per visit, in
order to increase the number of opportunities it brings to its client businesses. Currently, YP.ca users
make an average of 1.8 searches per visit on the website. YPG would like to increase this average by
implementing new applications for product searches.
Third mandate:
Increase the number of searches made per visit on the yp.ca website, via the Find A PRODUCT tab, in
order to increase YPG’s client businesses’ return on investment.
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Hence, this is where your work starts. You will have to suggest a supported strategy that will allow YPG
managers to ensure maximal success of the Find A PRODUCT tool. If goals A and B are a priority, we still
ask you to include suggestions for goal C.
A wide range of options can be considered since you have absolutely no budget or technology
restraints. Innovation is the only concern!
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Glossary
Canpages
Canpages is a local search business and directory editor in Canada. Its website, Canpages.ca, is supplied
by a national residential and business data base. Over 2 million unique visitors consult it every month
for local searches. With 70 publications, Canpages is present in millions of homes and businesses
throughout Canada.
Commercial links (SEA – Search Engine Advertising)
Commercial links on search engine result pages.
This method allows businesses to occupy a good position at the top of the result list on search engine,
for specific searches. On Google, for instance, the advertisement placement works by auctions.
Therefore, it is important to choose the right key words and reasonable prices in order to have an
optimal return on investment5.
Commercial links usually appear on the right and above natural results in search engines.
Marketing par moteur de recherche (SEM – Search Engine Marketing)
SEM represents the use of commercial links and natural referencing. It can also sometimes mean, more
restrictively, the commercial links only, as opposed to SEO, or natural referencing.
Generally, SEM = SEA + SEO. SEA for Search Engine Advertising (commercial links) and SEO for Search
Engine Optimization.6
5
6
http://glossaire.infowebmaster.fr/sea/
http://www.definitions-webmarketing.com/Definition-SEM
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Optimization for search engines (SEO – Search Engine Optimization)
It is the organization and the structuring of the website content around specific key words, in order to
improve the appearance rank of the website in the organic results of these specific keywords search.
This increases the traffic from search engines. 7
Also known as natural referencing.
RedFlagDeals.com
Property of YPG and available in English only, RedFlagDeals.com is a website that offers thousands of
deals and vouchers for 14 categories of products. The company has a team that is dedicated fulltime to
finding the best deals, in order to please the 255 000 Canadians within the RedFlagDeals.com
community.
Conversion rate
The conversion rate is the key indicator for most marketing actions (except for traditional
advertisement, most likely).
The conversion rate measures the relationship between individuals that finally completed the desired
action in the context of the campaign (purchase, visits, ...) and the total number of individuals targeted
by the campaign. 8
For the web, the conversion rate is the percentage of visitors that complete a precise action, such as
buying a product, completing a survey, or downloading a document.9
Web traffic
Web traffic refers to the quantity of data that are exchanged between a website and its visitors. The
traffic is measure with the number of visitors and pages visited. It represents an important portion of
the Internet traffic. The analysis of the web traffic lets us know the pages are most visited, or less
visited.10
http://www.astucesweb.com/seo.asp
http://www.definitions-marketing.com/Definition-Taux-de-conversion
9 http://percute.com/articles/Definir_et_comprendre_le_taux_de_conversion/details.aspx
10 http://fr.wikipedia.org/wiki/Trafic_du_web
7
8
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Unique visitor
A unique visitor is a web user visiting a website and being considered as unique in the audience data of
the website during a given period (often one (1) month). If the same user visits a website 10 times over
the given period, the audience data only take one visit into account for the period.
This notion is the key indicator of the popularity index of a website. The coverage rate of a website
among web users is calculated from the number of unique visitors.
ZMOT – Zero Moment Of Truth
Taken from the ebook published by Jim Lecinski from Google, the Zero Moment Of Truth is a concept
designed to illustrate and understand the online consumer decisional process. With the upsurge of
digital options and multiple information sources, consumer behaviour is constantly shifting and the
ZMOT can orient marketing specialists and managers to succeed within the new reality.
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