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