Winning ZMOT: ZMOT in Practice

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Butter Lane Cupcakes is a small business using the web to do big things. Search and social media helped them make an impact at the Zero Moment of Truth (ZMOT)-when a shopper goes online to research a product and decides whether to make a purchase. Search gives them much needed visibility while social allows them to listen to what their customers want and give it to them.

Goals

Butter Lane needed to create an online presence

Approach

Enlisted in paid search

Embraced feedback from social media, Yelp! and food blogs

Employed Google AdWords

Results

Increase in-store traffic

Built evolution into the media model

Created a conversation with consumers to keep business thriving

Connecting the Dots: Measuring Your Micro-Moments Strategy