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Aquent/AMA Webcast: How Hospitality Brands Can Drive Demand With Cross Channel Implementation
 

Aquent/AMA Webcast: How Hospitality Brands Can Drive Demand With Cross Channel Implementation

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During this webcast, Brock Marion, Client Services Director at iProspect, will discuss how a leading hospitality brand was able to reach travelers online and more efficiently turn searches into ...

During this webcast, Brock Marion, Client Services Director at iProspect, will discuss how a leading hospitality brand was able to reach travelers online and more efficiently turn searches into bookings.

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  • In addition to AMA webcasts - Did you know that AMA also offers virtual events?   Coming up on May 24, we invite you to attend The Evolution of Email: Essentials for Campaign Success   During this comprehensive event you’ll have the opportunity to learn from email marketing experts, who will present on the latest topics, including: deliverability, design, list growth and new technologies. Registration is free and AMA members will receive exclusive access to conference speakers and give-a-ways! Visit marketingpower.com/emailvx for more information and to register!
  • Aquent's marketing practice helps some of the world's biggest brands find talented marketing contractors to achieve their goals. Talk to Aquent about how you can utilize contractors for specialized skills or to tackle fast approaching deadlines.  Visit aquent.com to learn more.
  • With over 13 years hands-on experience in digital marketing, Brock Marion brings to iProspect knowledge leadership in digital advertising and branding, search marketing, ecommerce, user experience design and conversion optimization.   In his current role as Client Services Director, Brock oversees multiple brand teams managing holistic performance marketing programs for industry leading consumer apparel, footwear and travel retailers that integrate search, SEO, performance display, social media and mobile channels to consistently drive revenue growth and new customer acquisition.   Brock helped to found, build and grow the first pay-per-click online advertising network and recognized early the emerging importance of paid and organic search marketing, founding his own search marketing practice in early 2001.
  • Holistic integration of core digital programs ensures consistent customer experience, branding, messaging and tone across managed channels Applied channel learnings lead to greater cross channel opportunities and efficiencies Consistent cross channel user experience leads to increased consumer satisfaction Central management and reporting ensures manageable solutions that scale Integrated ‘ OmniChannel ’ strategy
  • We launched with paid search in July of 2005 SEO and basic Local management was layered in shortly thereafter From there we added in performance display and Mobile. Most recently we added in social monitoring and moderation svcs from ICUC and our Local Premier offering
  • Google is also looking at travel with a greater focus beyond search. Google Hotel Finder tool and Hotel Price Ads betas are prime examples of this increased focus on travel.
  • About half of hotel website visitors, bookings and revenue come from search engines and that’s split between organic and paid.
  • Google’s purchase of ITA last year confirmed the importance of the OTA’s
  • Because ratings and reviews are so influential, having a listening strategy in place to understand overall brand sentiment will be key going forward.
  • Not planning or investing in mobile programs could be a big miss for your brand. Consumer behavior is changing…users have one device with them at all times, their mobile devices, and if you don’t offer a compelling mobile experience you are missing out on a large shift in how consumers shop and purchase travel. This is especially important for a brand like Motel6 where such a large % of travelers are still walk in bookings…being able to offer consumers a seamless experience for finding the closest location to them ensures we are capturing demand at the point of decision—that users mobile device. Whether that be within a mapping app, search, the mobile optimized site or one of the brand apps, we offer a high quality and consistent experience for consumers.
  • Travelers are more budgets conscious due to slashed business travel budgets and increased gas prices alike.
  • Geo brand and non brand campaigns converting at a higher rate than regular PPC campaigns
  • We worked with the brand to capture unmet demand, shifting dollars to capture demand in high margin markets with room availability. We looked deep into our data to find travel corridors and pockets of opportunity.
  • Cross Channel Tip: Leverage messaging from top converting paid search campaigns to drive revenue and deliver a consistent experience across channels. If it performed well in search, it should resonate equally well in display.
  • Behavioral and lookalike programs create awareness and acquire customers new to the M6 brand It is critical to reach users in consideration phase even though return may not be as high Retargeting programs reengage users still in process…serves as closer for user who have visited site but not booked Combination of programs leads to a profitable, scalable and sustainable performance display campaign that not only converts loyalists but seeds and drives new customer acquisition, a key goal for any brand with growth as a goal.
  • 58% of mobile bookers book their hotel within 20 miles.

Aquent/AMA Webcast: How Hospitality Brands Can Drive Demand With Cross Channel Implementation Aquent/AMA Webcast: How Hospitality Brands Can Drive Demand With Cross Channel Implementation Presentation Transcript