5/6/2009<br />Online Marketing in 2012<br />By Trent Blizzard, PresidentBlizzard Internet Marketing, Inc<br />www.blizzard...
5/6/2009<br /><ul><li>Growth of online revenue slows
Decreasing visitors, increasing research
Depth of interaction with buyer deepens
Online competition increases
Increased barriers to entry
Savvier consumer behavior:
Researching multiple websites
Social Internet new Word of Mouth</li></ul>Future Environment<br />
5/6/2009<br /><ul><li>#1 Organic’s power stolen by:
PPC
Fresh content
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Online Marketing in 2012: Future Trends in Online Marketing for Hotel, Resorts and Vacation Rentals

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Consumers are becoming savvier, researching in more places, and your online competition is only getting stronger. Learn what you need to learn to start planning your search engine marketing strategy for the future.

Trent Blizzard of Blizzard Internet offers future predictions on hot topics such as: Pay-Per-Click Marketing, content, video, local search, e-mail marketing, mobile, news, reviews, social, and more.

For the entire webinar on-demand, visit http://newsletter.blizzardinternet.com/webinars/future-marketing/

And for other hospitality marketing webinars on demand, please visit http://newsletter.blizzardinternet.com/webinars

Blizzard Internet Marketing, Inc
50629 Hwy 6
Glenwood Springs, CO 81601

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Online Marketing in 2012: Future Trends in Online Marketing for Hotel, Resorts and Vacation Rentals

  1. 1. 5/6/2009<br />Online Marketing in 2012<br />By Trent Blizzard, PresidentBlizzard Internet Marketing, Inc<br />www.blizzardinternet.com<br />
  2. 2. 5/6/2009<br /><ul><li>Growth of online revenue slows
  3. 3. Decreasing visitors, increasing research
  4. 4. Depth of interaction with buyer deepens
  5. 5. Online competition increases
  6. 6. Increased barriers to entry
  7. 7. Savvier consumer behavior:
  8. 8. Researching multiple websites
  9. 9. Social Internet new Word of Mouth</li></ul>Future Environment<br />
  10. 10. 5/6/2009<br /><ul><li>#1 Organic’s power stolen by:
  11. 11. PPC
  12. 12. Fresh content
  13. 13. Personalized content
  14. 14. Video
  15. 15. Local search
  16. 16. Mobile
  17. 17. News
  18. 18. Reviews
  19. 19. Social Search
  20. 20. Not Stolen by Yahoo or MSN</li></ul>Search Fractures<br />
  21. 21. 5/6/2009<br /><ul><li>High quality referrer links
  22. 22. Good content / Fresh content
  23. 23. Good user experience
  24. 24. Broad presence (local, video, news, etc)
  25. 25. Future Predictions: websites with high CTR, low bounce rates, broad web-presence, niche web-presence and original content will outperform.
  26. 26. Expect barrier to entry for new sites.
  27. 27. Microsites out
  28. 28. Quality listings on other sites, in.</li></ul>What Google Wants to See<br />
  29. 29. 5/6/2009<br /><ul><li>Sites that refer qualified visitors are growing in numbers
  30. 30. Portals
  31. 31. Destination Guides
  32. 32. Niche Resources
  33. 33. Consumers are researching in more places
  34. 34. These sites are growing much faster than direct competitors
  35. 35. Human and financial resources increasing required to manage this powerful area.
  36. 36. Search engines will continue to reward sites that are represented in quality resources</li></ul>Referrers Grow in Numbers<br />
  37. 37. 5/6/2009<br /><ul><li>Growing component of online marketing
  38. 38. Will grow bigger than manageable by most businesses
  39. 39. Give an advantage to businesses that please their guests
  40. 40. Customer support may move into this area
  41. 41. Increasingly OK to “reach out” to potential customers
  42. 42. Single biggest area of Risk in the future</li></ul>Social Internet<br />
  43. 43. 5/6/2009<br />It is rapidly becoming more cost effective to convert a current visitor to a customer than bring new visitors.<br />New online marketing language will include:<br />Landing pages<br />A/B testing<br />ROI<br />Conversion ratios<br />Permission marketing<br />Call to action<br />Gold in Them Thar Hills<br />
  44. 44. 5/6/2009<br /><ul><li>Email marketing will become more important.
  45. 45. Very cost effective
  46. 46. Turns visitors into bookers
  47. 47. Effective for maintaining relationships
  48. 48. Scales efficiently
  49. 49. Becoming more sophisticated
  50. 50. Segmentation
  51. 51. Deeper integrations with web visitors, CRM, Direct/Tele marketing
  52. 52. Watch out for SMS</li></ul>Email Marketing<br />
  53. 53. 5/6/2009<br /><ul><li>Greater focus on measuring ROI
  54. 54. Developing in-house marketing specialist
  55. 55. Training an internal DIY team to handle many tasks:
  56. 56. Email marketing
  57. 57. Social internet / Reputation management
  58. 58. Content creation
  59. 59. Data / CRM integrity
  60. 60. Greater focus on reaching out to guests via telephone, email, twitter, etc.</li></ul>Changing Tactics<br />
  61. 61. 5/6/2009<br /><ul><li>Email marketing
  62. 62. Stay in touch with your guests… Deepen the relationship through email, social networking, etc.
  63. 63. Increase conversion rate of your web visitors
  64. 64. Manage your reputation
  65. 65. Develop in-house talent
  66. 66. Feed Google’s many algorithms with good content</li></ul>Action Summary<br />
  67. 67. 5/6/2009<br /><ul><li>Webinars:</li></ul>All About Google: Google and its Many AlgorithmsJune 10th, 2009 12:00 PM - 1:00 PM MDT<br />All About Google II: Local SearchJune 17th, 2009 11:00 AM - 12:00 PM MDT<br />All About Google III: Keyword ResearchJune 24, 2009 11:00 AM - 12:00 PM MDT<br />All About Google IV: How to Track your Search Engine RankingsJuly 8, 2009 11:00 AM - 12:00 PM MDT<br /><ul><li>Workshops:</li></ul>All About GoogleJuly 14th, Las Vegas, NV<br />Listings and Link Building WorkshopJuly 15th, Las Vegas, NV<br />Google and FoundationsSeptember 9-10th, Glenwood Springs CO<br />Listings and Link Building WorkshopSeptember 30th – Oct 1st, Glenwood Springs<br />Learn More<br />
  68. 68. 5/6/2009<br /><ul><li>Website: www.blizzardinternet.com
  69. 69. Blog: newsletter.blizzardinternet.com
  70. 70. Email: info@blizzardinternet.com
  71. 71. Phone: 888-840-5893
  72. 72. Address: Blizzard Internet Marketing, Inc 1001 Grand Avenue Suite 203 Glenwood Springs, CO 81601</li></ul>Blizzard Internet Marketing<br />

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