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Digital Marketing Directions
Three Trends Shaping Hospitality
Internet Marketing and E-commerce
in 2014
A Rapidly Changing Landscape
Internet Everywhere
More People Own Mobile Phones Than Own
Toothbrushes
2013: 45% of Searches on Mobile

Source: Google
Have We Reached “Peak Search”?

Source: Google
Overall Mobile Use

Source: eMarketer – Digital Travel Outlook – June 2012
X
Overall Mobile Use

Source: eMarketer – Digital Travel Outlook – June 2012
Actual Smartphone Use

Source: Google 2013 Traveler Study
Cross-Channel/Cross-Device
Embrace
Responsive Design
Improve Mobile Booking
Content Streams… Rivers… Floods
Every Minute on the Internet

30 hours of video uploaded
100,000 tweets

204,000,000 emails

Source: Intel
© 2013 - Tim Peter & Associates
Mike Moran

16

© 2012 Mike © 2010GroupMoran
Moran Mike LLC
Where Guests Learn About You
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...
Content Strategy – Make it Shareable
• What makes it
memorable?
• Why would guests
want to tell their
friends?
• Is it eas...
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 wher...
Rise of Intermediaries
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 cont...
Thank You
Web:
Phone:
Email:
Twitter:

timpeter.com
201-305-0055
tim@timpeter.com
twitter.com/tcpeter
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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.

Published in: Travel, Business, Technology
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Transcript of "Digital Marketing Directions: Three Trends Shaping 2014 Hospitality Internet Marketing "

  1. 1. Digital Marketing Directions Three Trends Shaping Hospitality Internet Marketing and E-commerce in 2014
  2. 2. A Rapidly Changing Landscape
  3. 3. Internet Everywhere
  4. 4. More People Own Mobile Phones Than Own Toothbrushes
  5. 5. 2013: 45% of Searches on Mobile Source: Google
  6. 6. Have We Reached “Peak Search”? Source: Google
  7. 7. Overall Mobile Use Source: eMarketer – Digital Travel Outlook – June 2012
  8. 8. X Overall Mobile Use Source: eMarketer – Digital Travel Outlook – June 2012
  9. 9. Actual Smartphone Use Source: Google 2013 Traveler Study
  10. 10. Cross-Channel/Cross-Device
  11. 11. Embrace Responsive Design
  12. 12. Improve Mobile Booking
  13. 13. Content Streams… Rivers… Floods
  14. 14. Every Minute on the Internet 30 hours of video uploaded 100,000 tweets 204,000,000 emails Source: Intel
  15. 15. © 2013 - Tim Peter & Associates
  16. 16. Mike Moran 16 © 2012 Mike © 2010GroupMoran Moran Mike LLC
  17. 17. Where Guests Learn About You
  18. 18. Content Strategy – Guest Focused • Who are you talking to? • What messages resonate with that guest? 18
  19. 19. Content Strategy – Message First • Choose formats that support story, message and guest • Tailor the medium to the message 19
  20. 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. 21. Content Strategy – Validation • What are your success metrics? • Review performance relative to objectives 21
  22. 22. Content Strategy – Test and Learn • Test multiple messages to find what captures customer interest and action • “Fish where the fishing’s good” 22
  23. 23. Rise of Intermediaries
  24. 24. Costs of Customer Acquisition • Watch expenses you don’t write checks for • Not all “good deals” benefit your hotel
  25. 25. 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
  26. 26. Thank You Web: Phone: Email: Twitter: timpeter.com 201-305-0055 tim@timpeter.com twitter.com/tcpeter
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