Tuesday, August 21, 2012

ZMOT - A Thirst for Information

(0:54) I've established that consumers are increasingly turning to online sources to make their buying decisions during ZMOT. Jim Lecinski of Google outlines five factors that make up a Zero Moment of Truth:

  • It happens online.
  • It happens in real-time.
  • The consumers are in charge, pulling the information they want rather than having it pushed on them by others.
  • It's emotional. Consumers have a need they want to satisfy and an emotional investment in finding the best solution.
  • The conversation is multi-way: marketers, friends, strangers, websites, and experts all have their say and compete for attention.

(0:39) So how can you make sure boaters have the information they need about your marina at the moment they need it?

(0:35) I know that boaters are increasingly making their destination decisions during ZMOT. I not only see it in the exponential growth of reviews and updates for ActiveCaptain but I hear it every day in emails, online comments, and personal encounters with other boaters. They are using the wealth of information provided by ActiveCaptain and other sources to make their selections.

(0:26) A key component of ZMOT is the real-time, self-pursuing nature of the boater's search. To be successful you must be where the boater is searching, when they are searching. This is why it is important that you keep your information in the ActiveCaptain database accurate, complete, and up-to-date. It's easy to do.

(0:19) You simply need a free ActiveCaptain account. Please make your captain name and home port reflect that you are with the marina. For more detailed information about doing this and to learn about all the features and capabilities we offer marinas to stand out during ZMOT, check out the Marina's Guide in the Help Center.

(0:12) In today's new marketing reality, information presented too early is forgotten and information presented too late is, well, too late. Having information readily available when a boater is at the Zero Moment of Truth will ensure they will find you at the very moment they are making their buying decision. Make sure you are there with the information boaters need and you can win more business.

(0:02) And that's the marina minute.