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 worldMabel Cajal lists some actions hotels can take before the ZMOT, to which we will add our point of view. 1. 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. 2. 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.