Digital Marketing Directions
Three Trends Shaping Hospitality Internet Marketing and E-commerce
in 2014
30 hours of video uploaded
Every Minute on the Internet
100,000 tweets
204,000,000 emails
Source: Intel
Content Strategy – Guest Focused
• Who are you talking to?
• What messages resonate with that guest?
18
Content Strategy – Message First
• Choose formats that support story, message and guest
• Tailor the medium to the message
19
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
Content Strategy – Validation
• What are your success metrics?
• Review performance relative to objectives
21
Content Strategy – Test and Learn
• Test multiple messages to find what captures customer interest and action
• “Fish where the fishing’s good”
22
Costs of Customer Acquisition
• Watch expenses you don’t write checks for
• Not all “good deals” benefit your hotel
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
Thank You
Web: timpeter.com
Phone: 201-305-0055
Email: [email protected]
Twitter: twitter.com/tcpeter
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