Embrace your hotelís ZMOT

After reading a†post by Mabel Cajal weíd like to tell you about some marketing actions related to the Zero Moment of Truth†(ZMOT), a marketing term coined by Google in 2011.

What is ZMOT?

The zero moment of truth (ZMOT) refers to the research process a buyer makes before buying a product, often before the seller even knows that the buyer exists. The number of consumers doing this has been rising for the last few years and it will continue to grow thanks to the use of mobile phones. Here you can watch a video on how different people understand ZMOT. After searching the website, users are overloaded with information about their holiday: they can have a look at different hotels, compare prices, try to find the best location and, finally, book their holiday pack without having to go to a travel agency. Hotels -and their websites- must be ready for this moment. Competition is stiff and users know very well what they are looking for so hoteliers must be able to show on the Internet and social networks what they have to offer.

ZMOT and marketing actions in the hotel world

Mabel Cajal lists some actions hotels can take before the ZMOT, to which we will add our point of view. punto11. Update your website No matter how good your facilities are or the amazing experiences and services your hotel offers if this is not shown on your website. Users make decisions according to the information provided on the Internet so itís essential to provide updated information about contact details, seasonal promotions, client opinions and links to social networks. Besides, itís important to display high-resolution images that transmit the hotelís personality. Some months ago we wrote a†post about this.   punto22. Have a blog Blogs attract clients thanks to content generation. As we have said in various†posts, some of the advantages associated to blogs are:
  • Improve brand image and enhance your credibility.
  • Improve web positioning thanks to the generation of unique and useful content.
  • Open a new communication channel with both real and potential clients.
  • Build trust both inside and outside the company.
  • Be able to spread the know-how generated inside the company every day, thus boosting your companyís authority.
In addition, a blog can foster purchase decisions, share activities that may attract new clients and display images or comments of clients who have had a nice stay in our hotel.   punto33. Manage social networks Social networks make it easy to interact with customers and provide useful information about products or campaigns. In fact, each social network should be used for different purposes, as we explained in this post. Keeping social networks updated is not enough. Each one must be managed separately -but in a coherent way- and pursue a common objective: be closer to guests and get to know them better. The better we know guests, the better the experiences we can offer. The result? Higher client-satisfaction levels.   punto44. Have an app of your own Weíve been talking about mobile apps and the advantages associated to them for a while now: hotels can communicate with guests and offer them personalized attention, products and services. The app should include information about the hotel products that guests can hire. If you want more information on mobile apps, you can read the post we wrote last week about Guestperience.   punto55. Cross-media actions Offline and online actions must also be coordinated. Today, hotels have to manage different communication channels and it is essential to convey coherent information. This is why it is very important to coordinate the actions taken from the different departments and teams in your hotel. As Mabel Cajal states, itís important to combine online and offline marketing campaigns so that guests interact with the brand -the hotel or hotel chain in this case- through any channel where it is being advertised. Thanks to these five actions, the hotel can be ready to face the ZMOT and be coherent during the purchase process, thus generating a stronger and long-lasting bond with clients.