Digital Marketing Directions: Three Trends Shaping 2014 Hospitality Internet Marketing
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2014 introduces the largest disruption of hotel internet marketing in years, with changes in mobile, content marketing, and search putting more pressure on hotels and resorts. This presentation delivered to HSMAI highlights those changes and how travel marketers can take advantage to help their brands and their businesses succeed in a complex marketplace.
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Digital Marketing Directions: Three Trends Shaping 2014 Hospitality Internet Marketing
- 1. Digital Marketing Directions Three Trends Shaping Hospitality Internet Marketing and E-commerce in 2014
- 2. A Rapidly Changing Landscape
- 4. More People Own Mobile Phones Than Own Toothbrushes
- 5. 2013: 45% of Searches on Mobile Source: Google
- 6. Have We Reached “Peak Search”? Source: Google
- 7. Overall Mobile Use Source: eMarketer – Digital Travel Outlook – June 2012
- 8. X Overall Mobile Use Source: eMarketer – Digital Travel Outlook – June 2012
- 9. Actual Smartphone Use Source: Google 2013 Traveler Study
- 13. Content Streams… Rivers… Floods
- 14. Every Minute on the Internet 30 hours of video uploaded 100,000 tweets 204,000,000 emails Source: Intel
- 15. © 2013 - Tim Peter & Associates
- 16. Mike Moran 16 © 2012 Mike © 2010GroupMoran Moran Mike LLC
- 17. Where Guests Learn About You
- 18. Content Strategy – Guest Focused • Who are you talking to? • What messages resonate with that guest? 18
- 19. Content Strategy – Message First • Choose formats that support story, message and guest • Tailor the medium to the message 19
- 20. Content Strategy – Make it Shareable • What makes it memorable? • Why would guests want to tell their friends? • Is it easy for guests to share? 20
- 21. Content Strategy – Validation • What are your success metrics? • Review performance relative to objectives 21
- 22. Content Strategy – Test and Learn • Test multiple messages to find what captures customer interest and action • “Fish where the fishing’s good” 22
- 25. Costs of Customer Acquisition • Watch expenses you don’t write checks for • Not all “good deals” benefit your hotel
- 26. Conclusion • Think mobile-first • Tailor experience to guest context (i.e., mobile, tablet, desktop) • Invest in content to answer guest needs • Test and learn / “fish where the fishing’s good” • Manage costs across channels