Planning your 2020 Digital Marketing Budget

we put you in front
of your customer
PLANNINGYOUR2020DIGITAL
MARKETINGBUDGET
www.milestoneinternet.com | @milestonemktg
M I L E S T O N E W E B I N A R

TODAY’SPRESENTERS
Jake Brennan
Moderator
Holly Zoba
Owner
Influencer Sales
Tammie Carlisle
Head of Hospitality

MILESTONE–BESTOFDIGITALAGENCYANDSOFTWAREPROVIDER
W E D R I V E O N L I N E R E V E N U E A N D L E A D S F O R L O C AT I O N - B A S E D B U S I N E S S
Hospitality | Restaurants | Retail | Finance | Automotive | Healthcare
Silicon Valley ● Chicago ● D.C. | 2,000+ customers | 500+ Awards
Full Service Digital AgencyThe Presence Cloud
Software for digital marketers Platform independent services
CMS Local
Reviews Insights Analytics
Design Content SEO & local
Paid
Marketing
Social content
marketing
Analytics &
consulting
Schema Voice

TRUSTEDBYTOPBRANDSANDOVER500AWARDS

POLLQUESTION
At the property level, who owns
your marketing budget?

Holly Zoba
Owner
Influencer Sales
PLANNING
FOR 2020

• 15 years in hotel sales and marketing
• Web development
• Training for Signature
• Full Stack Web Developer
• Past Chair of HSMAI Marketing Advisory Board
• Co-Author – Certified Hotel Digital Marketer
Presentedby Holly Zoba

The Big Picture
Source: Tourism Economics
Total United States:
Key Performance
Indicator Outlook
(% Change vs. Prior Year)
2019F – 2020F

Aligning Sales and Ecommerce
FOR A MORE PROFITABLE 2020

Awareness
Interest
Decision
Action
Hot Leads
Opportunities
Proposals/Quotes
New Customers
MARKETINGSALES
Traditional Funnels

Distributionof Buying Groups’Time by Key Buying Activities
17%
16%
27%
Other
Meeting with
potential suppliers
16%
Researching
Independently Offline
22%
Researching
Independently
Online
Meeting With
Buying Group
Source: Gartner

Our Buyer’s New Path To Purchase – Program Overview
Share Relevant Content
Be Fabulous, First and Fearless
Be Compelling, Clear and Confident
Create Awareness
Inform and Delight
Create Advocates
Our Buyer Our Strategy
Sales
Marketing

A ShiftinRanking Signals
2018
Inbound Anchor Text
Link Quality
Brand Authority
User/Usage Signals
Keyword Matching
Intent Matching
Content Structure
Comprehensiveness
Content Accuracy
2019
Intent Matching
Brand Authority
Link Quantity
User/Usage Signals
Comprehensiveness
Content Structure
Inbound Anchor Text
Content Accuracy
Keyword Matching
Source: SparkToro

HowtoBegintoIntegrateMarketing/eCommerce&Sales
Common Goals
Buyer Personas
Perfect starting point – Define your audiences
Hope and Pray
Might work
Both departments should share several common KPIs

Marketing KPIs
Some Common Key Performance Indicators
Sales KPIs
Website traffic lead ratio
Keyword Performance
# of Activities
% New Visits
Closed Sales
Conversions
Average Price Paid
Sales Activity Efficiency RatioTime on Page
Social Engagement
Email Open Rates
Frequency/Referrals

What is he or she in
charge of? Expected to
manage?
ROLE
How are they measured?
What does success look
like for them?
Goals
Driver – what would
make them leave?
Inhibitor – what makes
them stay?
CHANGE
External – what outside
factors might cause
problems?
Internal – within their
organization, what might
cause trouble?
Challenges
Where do they go to
learn? Where do they
find new information?
Information
Buyer Persona – B2B: How to Build Your Own

Age
Marital Status
Profession
Lifestyle/Social Status
Background Demo
Income
Financial Type – Thrifty,
etc.
Finances
What do they spend
their time worrying
about?
Worries
What do they want at
this stage of their life?
What do they want in
their future?
Hopes & Dreams
Where do they go to
learn and get advice?
Influencers
Buyer Persona – B2C: How to Build Your Own

Segment Role Goals Challenges Change
Driver
Change
Inhibitor
Information
Medical Professor of Anesthesia
– in charge of
continuing education
To ensures that the attendees
leave the course with a
comprehensive understanding
of the latest advances, risk
mitigation strategies and
anesthesiology guidelines, but
also with specific
recommendations to
incorporate these updates
into practice.
Travel rates going up making it
difficult at times for her attendees to
afford to travel to Boston for the
course
-Other courses with similar material
taking place over the same time frame
-Attendees preferring online courses
Service challenges
-Preferred dates not
available
-New Course Director
-Course outgrows
space
Long term partnership and
loyalty
-Concessions
-Service
CME Courses, social
medical, medical
conferences...
Education 3rd party meeting
planner - Sources all
their meetings. From
RFP Stage to contract
signing stage
She is measured by her
contracting skills. What is the
best rate she can get for the
organization and lowering the
risk.
Turn around time for her
internal clients and being
available for questions.
Cities that had pass laws that does not
allow multi gender bathrooms.
This has created some issues for the
association to book into certain states.
CCSSO is not loyal to
any brand. They look
for the best rates and
the space they need.
Sometimes the RFP is
out of space/room
ratio or their pattern is
during mid-week.
Time saving The best deal
upfront you can offer is
the best. Holly does not
have time to go back and
fourth.
They gather their
information from
government and from
data collected from their
attendees
Corporate entertainment Provide talent for
conferences
Show talent, attendees and
revenue Staffing, calendar changes such a
show in a city gets canceled or added
price, contract changes
familiar team, ease of
contract, vip treatment
media and networks,
competitor shows
Buyer Persona Matrix

bit.ly/buyerpersona3
To learn more about
how and why to create
buyer personas
More Information

POLLQUESTION
What are your biggest worries for 2020?

Tammie Carlisle
Head of Hospitality
STRATEGY
PLANNING

YOURBUSINESSGOALS
Be specific about your goals
DECREASE3rd PARTY
REVENUE
Reduce referral
partner revenue
from 40%+ to 20%
INCREASEPRODUCT
VISIBILITY
Promote specials,
packages
around events
BOOSTWEDDING
BUSINESS
Need period for
weddings
business

ISITTIMEFORANEWWEBSITE?

EXPERIENTIALDESTINATIONCONTENTINSPIRESENGAGEMENT
67%
of travelers will
book with a hotel
that provides
relevant destination
content.

SCHEMA: WHATCONNECTSVOICETOYOURSITE
The data-driven web
~90% of your content is tagged with schemas
to make your site easy to find in search
engines and Siri, Alexa and Google Home
Support
for 120+
schema
tags
Address
Location
Restaurant
Shopping
Reviews
Things to do
Events
Images
Specials
Videos
Rooms
Breadcrumbs
Support for 120+ schemas

of smart speaker owners
search for deals,
promotions & discounts
of smart speaker users
are searching for
business information
52%
39%
Americans
own a smart
speaker58M
(TechCrunch, 2018)
VOICESEARCHCAN’T
“SHOW”SEARCHRESULTS

FAQSFORVOICESEARCH
FAQs
wrapped in
schemas

DYNAMICEVENT
LISTINGSON
YOURSITE

KEYMOBILETECHNOLOGIESFOR2020
SPEED MOBILE-FIRST AMP PWA
Over 50% of all searches are done on a mobile device

SPEEDIMPACTSSEARCHVISIBILITY&USEREXPERIENCE
50%+
of consumers
leave a mobile site
after 3 seconds if it
does not load
https://testmysite.thinkwithgoogle.com

ENGAGEMENT-CENTRIC
MOBILEFIRSTDESIGN

PWA:AFASTER,BETTERMOBILEEXPERIENCE
1 Reliable
Launched from the user’s
home screen – just like an
APP, with off-line access
2 Fast
Because content is cached on
the consumer device, PWA
sites provide a blazingly fast
experience
3
Engaging
Send notifications and
provide an immersive full-
screen experience
53% Increase
in Conversions
$55K Revenue
5 Months
Progressive Web App Case Study
https://rivieramaya.grandvelas.com
200+ downloads within 48 hoursMetrics are from Dec 2017 – May 2018

ACCELERATEDMOBILE
PAGES(AMP)
@MILESTONEMKTG
AMP pages load faster
leading to higher mobile
visibility, conversion and
engagement
Mobile visits +59%
Visits (30 days pre-post) +34%
Impressions (30 days pre-post) +54%
Milestone AMP results
(from 12 sites launched)
Speed 10x higher
Engagement 20x higher
Milestone is Google’s case study for travel

SEARCHINDUSTRYTRENDS2019
Q2 2019 overall organic searched dropped by
6%
Q2 2019 Google, Yahoo & Bing overall vs. mobile
searches

MAPMESSAGINGTOTHECUSTOMERJOURNEY
All channels, all devices
Pay-per-click
advertising
Programmatic
display advertising
Personalized
email marketing
Social media
advertising
Local search
& SEO
Persona-driven
website
Meta-search
advertising

YOURSEOSTRATEGY
Googlewantstofindoutabout
“things”notkeywords Entitybuildingandschema
markupmattermorethanwhat
keywordsyouputonyourwebsite
Yourwebsiteneedstoloadin
under2secondsflat
Your site must be
secure (https)
Optimize for Voice

Local search on mobile
is growing faster than
mobile search overall —
50% year over year.
-- Google, May 2018

BUILDPROMINENCEINLOCALSEARCHCHANNELS
Ensure correct and
enhanced information
on all the channels on
an ongoing basis

USEPERSONALIZATIONDATATO
DRIVEDIGITALADVERTISING
Website
Behavior
Purchasing
Behavior
Demographic
Data
Segmented
advertising
Customer
Intent
Additional customer data leads to
better targeting options
Also leads to more
relevant Ads
Personalization and segmentation leads to higher conversion and ROI

SEGMENTINGADVERTISINGAUDIENCEFORPRECISETARGETING
New customers
Reach users similar to
your customers and
your competitors’
customers
Email Lists, Website Visitors,
Subscribers, Loyalty Member,
Purchasers
Your customer data
Data from Display platforms,
AdWords, Facebook,
Instagram
Segment & map
customers to buying
funnel across all
channels:
Online purchase history
Offline purchase history
Website behavior
Social interactions
Psychographic attributes
Current customers
Target customers you
already know
@MILESTONEMKTG

MAPGOALSTOMEDIAMIX
Awareness Consideration Engagement Conversion
Display
In-market search
Branded search
Meta search
Social
Remarketing
25% 45%15%15%
55% 10%15%20%NEW HOTEL
GUEST ACQUISITION
DRIVE DIRECT REVENUE
MAXIMIZE ROI
Goal
Remarketing

DIGITALAUDITANDCOMPETITIVEINSIGHTS
Digital audit and comparison to
industry benchmarks and trends
Keyword and SEO insights
Competitive insights

ANALYTICSANDREPORTING
Save time in excel report
preparation
Integrated view of
marketing
Multi-property
report
Faster decisions

MILESTONE’SDIGITALPRESENCEMATURITYMODEL
SOFTWARE TACTICS
Content management
system
Local SEO with suppression
Easy to use CMS
Social marketing
Review management
Basic reports
Schema-friendly Platform
Competitive intelligence
Digital marketing analytics
Predictive analytics
FAQ management
Voice-publishing
Website, HTTPS
Technical SEO
Local optimization
PPC
Keyword optimization
Content improvement
Responsive site
Speed
Paid marketing
Backlink strategy
Schema
Mobile-first design
Leverage CDNs
Retargeting
FAQ content
Voice search
Segmented paid
PAMP
FOUNDATIONAL
PROACTIVE
PROGRESSIVE
STRATEGIC

BUDGETINGSUMMARYFOR2019
Next generation of digital marketing will be driven by technology differentiation
W E B S I T E S E O & W E B S I T E
T E C H N O L O G Y
R E V E N U E
O P T I M I Z AT I O N
Mobile first design
Progressive WebApp
AMP pages
Destination Content
Events
Experiential design
Site speed
Schema technology
Voice search enablement
Local search saturation
Meetings & weddings
Social Media Content
Website abandonment
Rate comparison
PA I D
M A R K E T I N G
Omnichannel – PPC, Display,
Social, Meta (Hotel Ads on
Google)
Yelp advertising
Social Media Advertising
Audience Segmentation
A N A LY T I C S
Benchmarking vs. Competition
Analytics Review

Planning your 2020 Digital Marketing Budget

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