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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

19
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
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 where the
fishing’s good”
22
Rise of Intermediaries
Digital Marketing Directions: Three Trends Shaping 2014 Hospitality Internet Marketing
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 content to answer guest needs

•

Test and learn / “fish where the fishing’s good”

•

Manage costs across channels
Thank You
Web:
Phone:
Email:
Twitter:

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

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