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Digital Marketing Directions: Three Trends Shaping 2014 Hospitality Internet Marketing
The document discusses three key trends in digital marketing for the hospitality industry in 2014, focusing on the rise of mobile usage, the importance of a guest-centered content strategy, and the need to manage customer acquisition costs. It emphasizes tailoring experiences to different devices while investing in compelling content and being adaptable through testing. The conclusion encourages a mobile-first approach and continual evaluation of marketing efforts to align with guest needs.
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Digital Marketing Directions: Three Trends Shaping 2014 Hospitality Internet Marketing
- 1. Digital Marketing Directions ThreeTrends Shaping Hospitality Internet Marketing and E-commerce in 2014
- 2. A Rapidly ChangingLandscape
- 3.
- 4. More People OwnMobile Phones Than Own Toothbrushes
- 5. 2013: 45% ofSearches on Mobile Source: Google
- 6. Have We Reached“Peak Search”? Source: Google
- 7. Overall Mobile Use Source:eMarketer – Digital Travel Outlook – June 2012
- 8. X Overall Mobile Use Source:eMarketer – Digital Travel Outlook – June 2012
- 9. Actual Smartphone Use Source:Google 2013 Traveler Study
- 10.
- 11.
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- 13. Content Streams… Rivers…Floods
- 14. Every Minute onthe Internet 30 hours of video uploaded 100,000 tweets 204,000,000 emails Source: Intel
- 15. © 2013 -Tim Peter & Associates
- 16. Mike Moran 16 © 2012Mike © 2010GroupMoran Moran Mike LLC
- 17. Where Guests LearnAbout You
- 18. Content Strategy –Guest Focused • Who are you talking to? • What messages resonate with that guest? 18
- 19. Content Strategy –Message First • Choose formats that support story, message and guest • Tailor the medium to the message 19
- 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. Content Strategy –Validation • What are your success metrics? • Review performance relative to objectives 21
- 22. Content Strategy –Test and Learn • Test multiple messages to find what captures customer interest and action • “Fish where the fishing’s good” 22
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- 25. Costs of CustomerAcquisition • Watch expenses you don’t write checks for • Not all “good deals” benefit your hotel
- 26. Conclusion • Think mobile-first • Tailor experienceto 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
- 27.