Digital Marketing CW2 1

Topics: Marketing, Target audience, Social media Pages: 4 (2138 words) Published: April 27, 2015
You are ready to implement Inbound Marketing in your hotel. How do you get started? Give a detailed and in-depth answer, using examples to demonstrate your understanding. Implementing the inbound marketing is a very good idea that will pull the targeted customers to your company, not likeunlike the old way that the company is looking for the customers through some old marketing tactics. Nowadays, it becomes one of the most useful marketing tools and it is all about online websites. To implement the inbound marketing in a hotel, firstly, the hotel needs to find the target customers. And Zero Moment of Truth (ZMOT) of the consumer decision making process has the most impact on the inbound marketing. To implement it in the hotel, firstly the hotels need to know their targeted audience’s need and want in order to stimulate the customers. For example, hotels can publish interesting information to attract people to their websites through social media. In the ZMOT, the strangers do online research via social media, browse websites like, trip advisor or searching engines like Google or Bing to make decision or get impact to the buying process. Visitors will look for the values of the product they search online, and evaluate the product. Once they perceived the values, they will move to the next process called First Moment of Truth (FMOT) stage which then completed the actual purchase. In the Second Moment of Truth (SMOT) stage, the customers share their experience or compare their expectations to their experiences to see whether they are satisfied or not. In this stage, people use WOM or EWOM to share their experiences. Actually, inbound marketing is taking strangers to the leads for business through the consumer decision making process. The creation of buyer persona is also vital to the hotel business of the inbound marketing strategy. Persona represents a typical guest character. It is used to identify the target market’s need and want via the 4...

References: Clarke, P (2015) Marriott to Introduce New Lifestyle Brand Moxy Hotels to U.S. [Online].Available at:
Demers, J. (2015) The Top 10 Benefits Of Social Media Marketing [Online] Available at:
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Qualman, E(2009) Socialnomics: How Social Media Transforms The Way We Live And Do Business
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