WHAT ARE ZAGAT’S TOOLS AND HOW ZAGAT EXPLOIT DIGITAL MARKETING?
Zagat originally was a simple restaurant review company that used paper in surveying people in the 1980’s. With the evolution of the internet, Zagat has expanded their limited traditional channels in receiving surveys to a more digital and global channel. Zagat uses several digital marketing platforms such as their website, foursquare, twitter, facebook, and mobile phones.
1) Website:
On the website, everybody can participate in writing comments, reviews, and tips for a particular restaurant. Although there is a small fee to be a Zagat member, but there are some advantages that stems from it. First is that the fee acts as a quality control in filtering better comments because users have to pay for it. Second, it becomes a good source of revenue.
2) Foursquare:
Zagat has partnered with Four Square platform to synchronize the restaurant tip adding and offer a special badge for checking in Zagat’s registered restaurant.
Source: http://foursquare.com/zagat
3) Twitter:
Zagat uses Twitter as a “buzz” to inform followers on latest restaurant openings, closings, trends, deals and more.
Source: http://twitter.com/ZAGATBUZZ
4) Facebook:
Zagat also captures the Facebook channel to provide more interaction with reviewers. Pictures uploaded on Facebook can also persuade people to go dine.
Source: http://www.facebook.com/Zagat
4) Mobile:
Zagat provides Zagat application downloadable on:
Interested users can use this universal application in their mobile phone to locate new restaurants and get access to reviews and opinions. “Zagat content is perfectly suited for the mobile platform. With our products you'll search for restaurants nearby when you're on the go, then read restaurants' ratings and reviews which fit conveniently on small mobile screens. We offer a mobile website and a series of downloadable applications tailored to individual tastes and a variety of mobile platforms.”
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