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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

  • How Hospitality Brands Can Drive DemandWith Cross Channel ImplementationAccording to a November 2011 global survey released by Frommer’s Unlimited,social media, content, mobile & apps, and natural SEO will be the top four areasof focus for travel organizations — with 83 percent of those surveyed indicatingthey were planning to increase overall digital marketing spend in 2012.During this webcast, Brock Marion, Client Services Director at iProspect, willdiscuss how a leading hospitality brand was able to reach travelers online andmore efficiently turn searches into bookings.Specifically, Brock will provide insights on how:> Consumers navigate in the online travel space> Hospitality brands are expanding reach through geo and channel expansion> The increasing mobile and social presence is impacting the online travelindustry> Digital marketers can streamline processes for campaign results
  • AMA Webcast:How Hospitality Brands Can DriveDemand With Cross ChannelImplementationPresenters:Brock Marion, Client Services Director, iProspectModerator:Alli Libb, American Marketing AssociationSponsored by:The audio portion of today’s presentation is available via broadcast audio.You can also dial in to hear audioParticipants (US & Canada, Toll Free): 800.945.9434International Participants: +1 212.231.2907
  • The Evolution of Email: Essentials for Campaign Success May 24, 2012 A Full Day Online ForumLearn more at marketingpower.com/EMAILVX
  • Housekeeping Items Recording and Slides Attendees will be provided with a recording of today’s presentation and a PDF of the slide deck Twitter Please reference hash tag: #AMAAquent, when tweeting about this webinar
  • Today’s Presenter Brock Marion •Over 13 years hands-on experience in digital marketing •Oversees multiple brand teams managing holistic performance marketing programs for industry leading consumer apparel, footwear and travel retailers •Helped to found, build and grow the first pay-per- click online advertising network  
  • Driving digital demand with cross channel integration iProspect & Motel 6 May 16, 2012Copyright © 2011, iProspect, Inc. All rights reserved.
  • Brock Marion 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. D igital P e rform an ce on a G lo b al S cale .Copyright © 2011, iProspect, Inc. All rights reserved. 8
  • agenda • Intros • Executive Overview  iProspect Channel Offerings • Trends in Travel • Channel Overview  Paid Search  Search Engine Optimization  Performance Display Media  Local  Mobile  Social Media • 6 Key Takeaways • Questions D igital P e rform an ce on a G lo b al S cale .Copyright © 2011, iProspect, Inc. All rights reserved. 9
  • About Motel 6“Clean, comfortable rooms at the lowest price of any national chain.” Motel 6, the most-recognized highway oasis for road-tripping adventurers, celebrates a 50-year legacy in 2012. Founded in Santa Barbara, California in 1962 by two genuine American entrepreneurs, the first location’s clean rooms and unbeatable nightly rates were a hit with budget-conscious travelers. Decades later, Carrollton, Texas-based Motel 6 has welcomed millions of travelers over the years to its 1,100 company-owned and franchised locations, or more than 106,000 hotel rooms, still at the lowest price of any national chain. At Motel 6, we leave the light on for you. D igital P e rform an ce on a G lo b al S cale .
  • About IprospectDigital Performance on a Global Scale iProspect is a global digital performance agency that provides some of the world’s most sought-after brands with digital marketing strategies that maximize ROI through social, mobile, SEO, paid search, display, shopping feed management, attribution modeling and management and other related services. Clients include Fortune 500 companies and leaders across multiple industries, including Neiman Marcus, Gilt Groupe, Mandarin Oriental Hotel Group, Glaxo Smith Kline, and Reliant Energy, among others. D igital P e rform an ce on a G lo b al S cale .
  • Executive overview D igital P e rform an ce on a G lo b al S cale .
  • Iprospect core channel offeringsSeamless integration of digital programs ensures consistent customer experience D igital P e rform an ce on a G lo b al S cale .
  • Motel 6 :: Digital channel overviewSearch and SEO Built the Foundation for Additional Channels D igital P e rform an ce on a G lo b al S cale .
  • Trends in Travel D igital P e rform an ce on a G lo b al S cale .
  • How users navigate the online travel space Core digital channels used by consumers to shop and book travel include: – Search, Paid & SEO, Desktop & Mobile – Online Travel Agents (OTA’s) like Expedia and Orbitz – Travel Review Sites like TripAdvisor and Booking.com Supporting Channels: – Performance Display – Local – Social D igital P e rform an ce on a G lo b al S cale .Copyright © 2011, iProspect, Inc. All rights reserved.
  • Why Omnichannel matters Digital features multiple channels and touchpoints. The digital consumer purchase path is anything but linear. You must have a strong presence in every digital channel. D igital P e rform an ce on a G lo b al S cale .Copyright © 2011, iProspect, Inc. All rights reserved.
  • The internet is the #1 source for planning travel D igital P e rform an ce on a G lo b al S cale .Copyright © 2011, iProspect, Inc. All rights reserved.
  • Online travel agents continue to be important While the number of unique visitors to OTAs decreased YoY, booking revenues increased and will continue to do so through 2015 D igital P e rform an ce on a G lo b al S cale .Copyright © 2011, iProspect, Inc. All rights reserved.
  • The internet taps into the social nature of travel Ratings and reviews are an important part of the travel planning and purchase process Source: Google Think Travel 2011 Study D igital P e rform an ce on a G lo b al S cale .Copyright © 2011, iProspect, Inc. All rights reserved.
  • Mobile is a growing channel The #1 use of mobile devices for travel information is research • Mobile usage for travel planning increased 50% and 28% YoY for personal and business travelers, respectively • Travel app downloads increased 19% and 13% YoY for personal and business travelers, respectively • While more travelers plan to use mobile devices, many advertisers aren’t planning mobile programs D igital P e rform an ce on a G lo b al S cale .Copyright © 2011, iProspect, Inc. All rights reserved. Source: Google Think Travel 2011 Study
  • Value is a key influencer in travel based decisions • 59% of personal travelers and 56% of business travelers plan to spend more time researching before booking travel to find the best deal D igital P e rform an ce on a G lo b al S cale .Copyright © 2011, iProspect, Inc. All rights reserved.
  • Paid search D igital P e rform an ce on a G lo b al S cale .
  • SearchPaid search OverviewIncrease SOV, drive new customer acquisition and capture additional demand Brand Search Ensure full brand coverage to reach loyalists and discourage competition Nonbrand Search Reach users in research phase who may be unfamiliar or have not considered Motel 6 previously to continue to drive new customer acquisition Geo Targeted Search Build upon current successes, seeking pockets of additional opportunity Mobile Search Capture rising mobile demand at point of decision International Search Finding and capturing unmet demand from international users seeking US travel accommodations D igital P e rform an ce on a G lo b al S cale .
  • SearchPaid search :: Geo targeted campaignsSurgical Geo Expansion to Capture Unmet Demand Seen in Data ? ? D igital P e rform an ce on a G lo b al S cale .
  • SearchPaid Search :: MobileReaching travelers at the point of decisionMobile Coverage Benefits – Mobile devices more accurately detect user location – Google Places feed provides the phone number of the closest location to users – Provides multiple booking options for convenience CPC’s are consistently lower than desktop D igital P e rform an ce on a G lo b al S cale .
  • SearchPaid Search :: InternationalLeveraging Facebook Insights Data to Find Additional OpportunityCapturing additional demand from European travelers seeking US travelaccommodations. New campaign structure launched mimicking that of US campaign structure • Additional keyword coverage • Improved budget control D igital P e rform an ce on a G lo b al S cale .
  • SearchLaunch Segmented tablet-specific campaignsSeparate Tablet Campaigns from Desktop into Two Distinct GroupsAchieve greater relevance in ad copy to drive improved quality score & CTR 2 Groups: o iPad-Specific o Other Tablets Motel 6™ Official Site Visit Motel6.com on Your iPad to Get Our Best Rates. Guaranteed! www.motel.com/iPad D igital P e rform an ce on a G lo b al S cale .
  • SearchIncreasing scale and efficiencyAll Search Programs Transitioned Onto Leading Campaign Management Platform D igital P e rform an ce on a G lo b al S cale .
  • Performance display media D igital P e rform an ce on a G lo b al S cale .
  • DisplayPerformance display :: Creative MattersCreative Best Practices Are Base Recipe for Sustainable Success D igital P e rform an ce on a G lo b al S cale .
  • DisplayOngoing creative iterationPerformance Display Best Practices Tested & Measured iProspect Creative Best Practices: • Strong Call to Action • Compelling Lead Rate to Overcome Competitor Offers • Brand-Centric Image • Large Logo Aids in Brand Recall • Leverage top performing PPC ad copy learnings Result: Click thru rate over 60% higher than travel vertical average D igital P e rform an ce on a G lo b al S cale .
  • DisplayCurrent Performance display ProgramsFeeding the Funnel to Drive New Customer Acquisition & BookingsBehavioral Placements  Use predictive targeting and lookalike models to find potential customers  Increase brand awareness and drive customer acquisitionRetargeting Placements  Target brand-aware customers  Close the sales loop and keep Motel 6 top of mindInternational Testing  Expand international presence  Testing in select countries based on data D igital P e rform an ce on a G lo b al S cale .
  • Display Richer display media creative Moving Beyond Standard Banners to Increase Brand Awareness & CTR Why Richer Creative?  Users don’t go online to look at ads—creative must interrupt users consuming other content.  Engaging, rich creative grabs the users attention, generates stronger brand recall, brand favorability, CTR and conversion than standard display media creative. Opportunities  Leverage modern and stylish beauty shots to engage younger demos.  Define, Target and Test discreet segments  Test rich elements like location mapping and in-unit booking Goal  Increase in average CTR and incremental bookings D igital P e rform an ce on a G lo b al S cale .Copyright © 2011, iProspect, Inc. All rights reserved.
  • DisplaySearch retargetingLeveraging Search to Retarget Shoppers with Display Units Use existing search campaigns to reach more searchers through online performance display advertising. – Target competitor terms or brands without bidding up click costs or starting a range war. – Extend search efforts off the search results page to reaches consumers when they are not actively searching via performance display media. D igital P e rform an ce on a G lo b al S cale .
  • Search engine optimization D igital P e rform an ce on a G lo b al S cale .
  • SEO Q1 SEO Performance As SERPS evolve, Omnichannel becomes ever more important for SOV Hotel Price Ads PaidSearchPlaces & LocalOrganicResults D igital P e rform an ce on a G lo b al S cale .
  • SEOSchema tag optimizationTop 5 local ranking factor Schema.org micro format tags – schema.org is a collaboration by Google, Microsoft, and Yahoo! to improve the web by creating a structured data markup schema supported by major search engines. – Microformat tags are structured data used on web pages to describe a specific type of information—for example, a Motel 6 property location. – Leverages existing address information; requires site development D igital P e rform an ce on a G lo b al S cale .
  • SEOGrow Social Presence on Site SocialIntegrate Facebook, Twitter and Google+ Social Sharing Into On-Site ContentIncrease tweets and‘likes’ of Motel 6 to growthe social brand profile. Create an active presence on Google+ as it continues to have a growing role in organic search. • Establish Google+ Your Brand as the official brand page • Benefits: Greater share of voice on natural results search page and increased social presence. D igital P e rform an ce on a G lo b al S cale .
  • local D igital P e rform an ce on a G lo b al S cale .
  • Local Local Premier Launched in July to maximize Local revenueLocal Premier is a ProprietaryiProspect Offering – Ensure Accuracy & Visibility of Local Listings – Drive more visibility for Local searches – Fix property listing errors – Track Local ratings and reviewsAs Maps and Places listings continueto garner a larger SOV on SERP’s, relevantlocal results become more critical for success. D igital P e rform an ce on a G lo b al S cale .
  • mobile D igital P e rform an ce on a G lo b al S cale .
  • MobileMotel 6 Early in MobileMobile has been a core focus for the brand Motel 6 made strong early investment in mobile and has: • A Mobile Optimized Site • An iPhone App • An Android App Recent industry research tells us that only 21 % of all ecommerce enabled sites currently have a mobile optimized site experience. D igital P e rform an ce on a G lo b al S cale .
  • MobileCurrent Google Beta TestBid by Distance Radius Testing BetaAutomated bidding solution to increase visibility with nearby customers – Bid multiplier within a geofenced radius based on property location – Expected to increase conversion rate and allow for additional nonbrand coverage Tighter radius led to stronger CTR and lower CPCs; it also led to a significantly lower conversion rate due to walk in bookings. D igital P e rform an ce on a G lo b al S cale .
  • Social media D igital P e rform an ce on a G lo b al S cale .
  • Social overarching social media strategy Listen The first step of our strategy is to begin listening to conversations about Motel 6, both positive and negative to aggregate and distil all content related to Motel 6 in all major social channels, including blog and travel review site content. Understand After our listening program is in place and we are able to gather and report on all social stream and review content, we can begin to understand overarching customer sentiment, uncovering key actionable items that can help drive the business forward. Participate Once we fully understand the context and aggregate sentiment of the vocal Motel 6 customer, we can begin to add value to the conversation, participating where appropriate to increase positive brand sentiment, drive bookings and quickly address customer questions and concerns. D igital P e rform an ce on a G lo b al S cale .Copyright © 2011, iProspect, Inc. All rights reserved.
  • SocialFacebook initiativesFocus on engagement and brand awareness Utilize Facebook’s custom targeting options to promote unique benefits to highly relevant audience segments – iPhone Users, Active Seniors, Parents, etc. D igital P e rform an ce on a G lo b al S cale .
  • SocialtwitterTwitter strategy should involve both monitoring and actionUse Twitter to promote brand awareness and drive bookings – Leverage as a core customer service channel – Proactively reach out to brand loyalists by offering special promotions – Build a content strategy since Twitter feeds now rank in organic search results – Implement geo-targeted tweets for events & specials at select locations D igital P e rform an ce on a G lo b al S cale .
  • SocialYouTube InitiativesTesting Additional Sources of TrafficYouTube Brand ChannelContextually targeted paidsearch ads and video overlay adunitsPrimary Goals: – Brand reputation management – Drive traffic to the brand page D igital P e rform an ce on a G lo b al S cale .
  • 6 Key Takeaways 2. Invest in each channel to capture maximum demand 3. Leverage learnings across each channel to drive improved performance 4. Align messaging and offers across channels for a consistent user experience 5. Seek incremental opportunities in your data 6. Always be testing 7. Measure everything D igital P e rform an ce on a G lo b al S cale .Copyright © 2011, iProspect, Inc. All rights reserved.
  • c om r: ct. tte s pe Twi i pro on ctQuestions? w. us w w w lo o s peBrock Marion l Fo @ iPrClient Services DirectoriProspect Fort Worth817-665-1961brock.marion@iprospect.com D igital P e rform an ce on a G lo b al S cale .
  • Questions and Answers How to Submit Questions • Submit questions using the chat box located on the left-hand side of your screen. • Submit questions via Twitter by referencing the hash tag #AMAquent Additional Questions? Contact our speaker at: brock.marion@iprospect.com General AMA Questions can be sent to: alibb@ama.org
  • Thank You for your Participation! Additional Questions? Contact Brock at: brock.marion@iprospect.com General AMA Questions can be sent to: alibb@ama.org Recording and slides A presentation recording and slide deck will be sent to you Twitter Please reference hash tag: #AMAquent, when tweeting about this webinar Today’s Presentation was brought to you by the ReadyTalk Web Conferencing Platform. If you are interested in learning more about ReadyTalk and their services, please visit www.ReadyTalk.com/AMA