MODERN CUSTOMER JOURNEY ADAPTING TO THE DIGITAL AGE 1 AXIOM ADVISING

Source: statista.com ,723,278 SEARCH ENGINE QUERIES/ DAY AXIOM ADVISING

Source: statista.com ,362 SEARCHES WERE PERFORMED IN THE TIME IT TOOK TO READ THIS AXIOM ADVISING

4 What EFFECT has the INTERNET Had on MODERN marketing mindset? ENTER THE MODERN ERA AXIOM ADVISING

Source: statista.com THE AVERAGE NUMBER OF WEBSITES A BUYER WILL VISIT BEFORE MAKING A DECISION AXIOM ADVISING (10.4 IN 2011)

Source: statista.com PERCENT OF BUYERS USE THE INTERNET FOR RESEARCHING PURCHASE DECISIONS AXIOM ADVISING

HARVARD BUSINESS REVIEW 60 PERCENT OF THE PURCHASE DECISION IS MADE BEFORE FIRST CONTACT AXIOM ADVISING

TRADITIONAL SALES PROCESS STIMULUS FIRST MOMENT OF TRUTH SECOND MOMENT OF TRUTH PROCTOR & GAMBLE AXIOM ADVISING

“ NO LONGER are companies and their sales people the informational GATE KEEPERS that must be sought out for help -Ardath Albee, author of “eMarketing Strategies for the Complex Sale” “ AXIOM ADVISING

INFORMATIONAL GATEKEEPERS ARE NOW REPRESENTED BY SEARCH ENGINES SOCIAL NETWORKS PERCEPTIONS OF RELEVANCE -Ardath Albee, author of “eMarketing Strtegies for the Complex Sale” AXIOM ADVISING

ZERO MOMENT OF TRUTH GOOGLE 2001 SEARCH ENGINES MULTI-MEDIA ASK NETWORK & REVIEW SITES AXIOM ADVISING In 2011, Google introduced the Zero Moment of Truth (ZMOT) which describes a revolution in the way consumers search for information online and make decisions about brands. Search and ZMOT have continued to grow in importance, and as consumers’ behavior evolves, so must the ways brands engage them.

MODERN SALES PROCESS STIMULUS ZMOT FIRST MOMENT OF TRUTH SECOND MOMENT OF TRUTH GOOGLE 2001 AXIOM ADVISING

ZMOT IS HERE TO STAY By 2019 local search query volume is estimated to reach billion searches. That’s nearly a 40% improvement. Statista.com projection of the local search query volume in the United States from 2014 to 2019, sorted by platform. AXIOM ADVISING

14 ZMOT | how has it IMPACTED MODERN marketing STRATEGY ? ZERO MOMENT OF TRUTH AXIOM ADVISING

HOW DO YOU INFLUENCE BUYERS BEFORE FIRST CONTACT TO SHORTLIST BUSINESS

IT’S EASIER THAN IT SOUNDS … AXIOM ADVISING

LEVERAGE ONLINE MARKETING CHANNELS TO GUIDE PROSPECTS THROUGH THEIR DECISION MAKING PROCESS AXIOM ADVISING

18 4 fundamental ONLINE MARKETING channels Build a solid foundation AXIOM ADVISING

SOCIAL MARKETING SMM SMM is a form of internet marketing which seeks to achieve branding and marketing communication goals through the participation in various social media networks. Social Media is a shorter top level term that describes the space overall, and covers the activities around social interaction, content, videos, images and audio exposure. … WHAT IS IT… AND WHY DOES IT WORK? AXIOM ADVISING

SEARCH ENGINE OPTIMIZATION SEO The process of better aligning a company’s website with a search engine’s algorithm with the intent of producing significant improvement of your site SERP (search engine results page) rankings to drive traffic to your website. COMPANIES RANKING HIGH ON SERPS FOR THEIR PRODUCTS OR SERVICES REAP THE FINANCIAL REWARDS OF THE WEBSITE TRAFFIC CAN BE COUNTED IN $100,000S OF DOLLARS IN MONTHLY REVENUE. … WHAT IS IT… …AND WHY DOES IT WORK? AXIOM ADVISING

PAY-PER-CLICK ADVERTISING PPC PPC is an online advertising format that allows advertisers to display ads for their goods or services when buyers enter search queries that are relevant to their business It’s called “pay-per-click” because advertisers are only charged when a buyer clicks on their ad. Due to the platform’s inherent complexity, and ever evolving nature, most any advertisers lack the bandwidth (time) to develop a holistic understanding of PPC strategy. Resulting impactful revenue generating opportunities for which their direct competitors’ become benefactors. … WHAT IS IT… …AND WHY DOES IT WORK? AXIOM ADVISING

REMARKETING PPC Remarketing is a clever way to connect with visitors to your website who may not have made an immediate purchase or enquiry. It allows you to position targeted ads in front of a defined audience that had previously visited your website - as they browse elsewhere around the internet. … WHAT IS IT… AND WHY DOES IT WORK? AXIOM ADVISING BANNER AD

23 The MODERN Inbound SALES Funnel THE NEW MARKETING MINDSET AXIOM ADVISING

MODERN INBOUND SALES FUNNEL THE JOURNEY User behavior and customer purchase journeys are more complex today than they've ever been before. Modern consumers – especially those purchasing high-consideration or B2B products – look across a variety of media and conduct a lot of searches. Google reports that the average B2B researcher does 12 searches before they engage on a specific brand's site. They are seeking reinforcement and comfort not just from the information about the product, but also from the opinions of other customers. … THE NEW MARKETING MINDSET AXIOM ADVISING

Stimulus:Awareness ZMOT: Research ZMOT: Consideration ZMOT: Conversion FMOT: Contact & Purchase SMOT: EXPERIENCE AXIOM ADVISING

Stimulus:Awareness ZMOT: Research ZMOT: Consideration ZMOT: Conversion FMOT: Contact & Purchase SMOT: EXPERIENCE AXIOM ADVISING

Stimulus:Awareness ZMOT: Research ZMOT: Consideration ZMOT: Conversion FMOT: Contact & Purchase SMOT: EXPERIENCE AXIOM ADVISING

Stimulus:Awareness ZMOT: Research ZMOT: Consideration ZMOT: Conversion FMOT: Contact & Purchase SMOT: EXPERIENCE AXIOM ADVISING

Time% Increase 1 minute391 2 minute120 3 minutes98 30 minutes62 1 hour36 Stimulus:Awareness ZMOT: Research ZMOT: Consideration ZMOT: Conversion FMOT: Contact & Purchase SMOT: EXPERIENCE AXIOM ADVISING

ADVOCACY When a decision makers get exactly what they want… They’re happy… And what happy decision makers do?….Recommend you to Colleagues! Stimulus:Awareness ZMOT: Research ZMOT: Consideration ZMOT: Conversion FMOT: Contact & Purchase SMOT: EXPERIENCE AXIOM ADVISING

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