ZMOT CASE

STUDY
FOR
TRAVEL
DOMAIN

By-
MEDIA MOSAIC
(MM)
 INDUSTRY OVERVIEW

The travel sector has been one of the fiercest battle grounds for
online marketing for some time. You can either put your tin hat on
and wait for the dust to settle (that’s not going to happen I hope you
realize) or you can take advantage of the opportunities the web has
and flourish.
 MARKETER ATTITUDE TOWARD TRAVEL INDUSTRY

The travel industry is continually being urged to consider mobile and social
media as part of the overall marketing mix – but equally never lose focus on
traditional online techniques such as SEO and paid search.

This minefield of data and options often leads to more questions than answers,
but here are five killer marketing strategies that every travel company should
have on their agenda.
 5 KILLER STRATEGIES FOR MARKETER

 Be authoritative – Rule the Search

 Get mobile – Increase your reach
 Borrow the best from other sectors – Consult digital
marketing firm
 Get your social media measurements and metrics right –
Track your strategies
 Attribution Models to improve your online
Use
marketing campaigns - Work at all consumer ZMOT
touch points
 WHAT IS ZMOT ?

ZMOT (ZERO MOMENT OF TRUTH) is a

marketers window to positively influence his
potential customer’s buying decision, during
the entire cycle of her product research.
 WHAT ARE ZTPs?

ZTP (ZMOT TOUCH POINTS) are the various

platforms that a marketer should target in order to
create its presence in the purchaser’s mind before the
purchaser reach their decision. A study by Google say,
an average purchaser use 10.4 ZTP to make a decision
about her purchase.
SEARCH
14 ZMOT TOUCH POINTS

SOCIAL

REVIEWS
• Global • Facebook • Blog • User
Search • Twitter • Website Reviews
• Local • Google + • Expert
Search • YouTube Reviews
• Pinterest
• Mobile • Press
• LinkedIn
Search
ZMOT IN DIGITAL ECOLOGY
 STRATEGY TO WIN@ZMOT
WIN@ZMOT is achieved by:

Creative Differentiation:
The marketer will have to differentiate himself from competition with the
help of a creative branding.

Innovative Integration:
Once the positioning is done, it is required to integrate the creative
message into ZMOT Touch Points innovatively.
The journey of a thousand
miles begins with a single
step.

- Lao Tzu
THE CLIENT (case study subject
before he found MM)‫‏‬
 CLIENT BACKGROUND
Business Name: Confidential (Hawaii Tour Agency)

Location: Hawaii and surrounding islands

Industry: Travel

Services: Tour Packages

 CHALLENGE
The client had a very basic website with manual bookings, hence it was a
nightmare to manage the bookings and had a limited scope too.
Apart from technical challenge, another challenge was to promote his
services in a competitive market, where there are thousands on Hawaii
travel companies available to choose from.
THE STRATEGY
 HOW MM STRATEGIZED?

Improve Create Increase Make Get

Website Awareness Traffic Engagement Results
TRAVEL ZMOT TOUCH POINTS

Facebook

Search Twitter

Website ZTPs YouTube

 WEBSITE

Strategy:
Developed a dedicated booking engine
for the web visitor to search for
available options for the tour packages
and integrated third party feeds into it
as well.

Result:
Traffic increased by 60% in just
3 months after the installation of the
Booking engine on the website.
 SEARCH

Strategy:
Optimized the website for all Hawaii
vacation key phrases and improved on Hawaii Vacations
the rankings. Hawaiian Vacations
Hawaii vacation packages
Hawaii packages for two
Hawaii vacation
Result: Vacation Hawaii
The website ranked for almost 50 Hawaii packages
keywords in top 10 within 6 months.
 FACEBOOK

Strategy:
Created visually stimulating pages that
create Engagement
Road Show/Events
Regular management

Result:
Facebook Likes increased to 20,000+ in 5
months
 TWITTER

Strategy:
1. Promotional Tweets
2. Employee Tweets
3. Follow your Target Market
4. Use Keywords
5. Tweet Regularly

Result:
Followers increased by 500% within 8
months
 YOUTUBE

Strategy:
Visual appealing Videos
How to Booking Videos
Package Itenary Videos
Hawaii Promotion Videos

Result:
2000+ views brought Engagement and
more traffic to the website.
 It is good to have an end to
journey toward; but it is the
journey that matters, in the
end.

- Ernest Hemingway
CLIENT AFTER WIN@MOT
I was in a different world before I found Media
Mosaic . My online presence was rudimentary
and my marketing was expensive. These guys
have brought me to the edge of technology and
beyond. They know the travel business and how
to market it. Cant think what I would have done
without them.