Top Digital Marketing Trends

  • Published on
    07-Jan-2017

  • View
    252

  • Download
    0

Transcript

PowerPoint PresentationTop Digital Marketing TrendsLiz Day3801 E Florida Ave. Suite 800Denver, CO 80210Sales: 866-360-8210 1About Me3801 E Florida Ave. Suite 800Denver, CO 80210Sales: 866-360-8210 Liz Day Digital Marketing ManagerCalifornia born, Illinois raised, and Colorado transplant Went whale watching for the first time last week! www.rezstream.com2About RezStreamwww.rezstream.comRezStream has been providing online solutions to the hospitality industry since the company was founded in 2005. Located in Denver, Colorado 21 employees Majority of our clients are independently owned properties. RezStreams hospitality solutions include: Reservation Software Online Booking Engine Website Design Services Digital Marketing Services 3801 E Florida Ave. Suite 800Denver, CO 80210Sales: 866-360-8210 33801 E Florida Ave. Suite 800Denver, CO 80210Sales: 866-360-8210 www.rezstream.comTodays Traveler43801 E Florida Ave. Suite 800Denver, CO 80210Sales: 866-360-8210 Todays Travelerwww.rezstream.comGoogle commissioned a marketing research company to conduct a travel-tracking study to better understand the role of the internet in making travel related decisions.The Internet is the top source for both leisure and business travel planning.53801 E Florida Ave. Suite 800Denver, CO 80210Sales: 866-360-8210 www.rezstream.comTodays TravelerSearch engines are the most popular online planning sources for travelers, particularly among leisure travelers. 63801 E Florida Ave. Suite 800Denver, CO 80210Sales: 866-360-8210 www.rezstream.comTodays TravelerAlthough desktops continue to drive the most online revenue for our clients, smartphone users play an important role in each step of the booking/post booking process! 73801 E Florida Ave. Suite 800Denver, CO 80210Sales: 866-360-8210 www.rezstream.comTop Digital Marketing Trends83801 E Florida Ave. Suite 800Denver, CO 80210Sales: 866-360-8210 www.rezstream.comIts predicted that by 2018, the number of bookings via mobile will be closer to 38%. -SiteMinderResponsive Website DesignCurrently, 8% of all online bookings are made through mobile devices.However, its predicted that by 2018, the number of bookings via mobile will be closer to 38%.93801 E Florida Ave. Suite 800Denver, CO 80210Sales: 866-360-8210 www.rezstream.comResponsive Website DesignYour website has to be designed to serve these customers more efficiently and effectively. Benefits of a responsive website include: Googles recommended configuration. When visitors come to your website and see that you are prepared for them no matter what device they are using, they are more inclined to book a stay with you. Its future proof: Websites that are designed responsively can adapt to any screen size including those that arent even on the market yet!103801 E Florida Ave. Suite 800Denver, CO 80210Sales: 866-360-8210 www.rezstream.comMobile-Friendly Booking EngineAccording to a 2014 study from TripBarometer, only 45% of hotels accept mobile bookings.The modern traveler on the go expects a mobile booking service to deliver a hassle free experience. If you dont have a mobile booking engine, get one today. Every day you wait, you lose business.Your mobile friendly booking engine should include:Allow users to search, view availability and book a room seamlessly. Users should also be able to offer content, pictures and rates the way it is does for desktop users. 113801 E Florida Ave. Suite 800Denver, CO 80210Sales: 866-360-8210 www.rezstream.comDirect BookingsOTAs bring in distribution and reach. For small hotels especially this is of great benefit, because not all small hotels have the budget for marketing and branding. 123801 E Florida Ave. Suite 800Denver, CO 80210Sales: 866-360-8210 www.rezstream.comDirect BookingsFree WiFiFree upgradesFree dining creditsFree breakfastFree parkingBook Direct Incentive This can be in the form of free WiFi, free upgrades, free dining credits, free breakfast, free parking or other perks Empower your guest-facing employees to match any lower rate for the hotel found elsewhere and provide book direct incentives to lure direct bookersEducate staff on the direct booking initiatives and programs and why the more bookings the property receives via the hotel website, the more profitable the property is, affecting salaries, bonuses, and the overall health of the property 133801 E Florida Ave. Suite 800Denver, CO 80210Sales: 866-360-8210 www.rezstream.comDirect BookingsWhy Book Direct Next Time program Target OTA bookers by offering a coupon upon checkout with 10% off on their next reservation or other book direct incentives 143801 E Florida Ave. Suite 800Denver, CO 80210Sales: 866-360-8210 www.rezstream.comPersonalization153801 E Florida Ave. Suite 800Denver, CO 80210Sales: 866-360-8210 www.rezstream.comPersonalization163801 E Florida Ave. Suite 800Denver, CO 80210Sales: 866-360-8210 www.rezstream.comSearch engines are among the most popular online planningsources for travelers, particularly among leisure travelers.-GoogleSearch Engine OptimizationSearch engines are among the most popular online planning sources for travelers, particularly among leisure travelers.173801 E Florida Ave. Suite 800Denver, CO 80210Sales: 866-360-8210 www.rezstream.comSearch Engine OptimizationLeisure travelers are increasingly turning to search engines first. 183801 E Florida Ave. Suite 800Denver, CO 80210Sales: 866-360-8210 www.rezstream.comSearch Engine OptimizationYahoo! advertising study, 87% of smartphone owners use a search engine at least once a day, and 51% of smartphone owners look for local information while on the go.193801 E Florida Ave. Suite 800Denver, CO 80210Sales: 866-360-8210 www.rezstream.comSearch Engine OptimizationGoogles local 3-pack, a small map view which lists the three most relevant local businesses, now displays at the top of93% of all location-based searches. This change is indeed a big one, as the 3-pack used to be a 7-packEnsure you have a clean, accurate UNAP (URL, name, address, phone number) profile across the internetMake sure your hours of operation and photos of your business are always up-to-date and accurateClaim your business listing on prominent local directories (Google My Business, Bing Places, Foursquare, Yelp, etc.)List your business on niche directories that are specific to your industry203801 E Florida Ave. Suite 800Denver, CO 80210Sales: 866-360-8210 www.rezstream.comSearch Engine OptimizationA great user experience overall is perhaps the most important aspect of SEO, and unique content has been central to SEO and the user experience since day one. 213801 E Florida Ave. Suite 800Denver, CO 80210Sales: 866-360-8210 www.rezstream.comOnline Reputation95% of travelers read reviews prior to making a booking decision3.9 times more likely to book a hotel with higher review scores, given equal prices76% of travelers are willing to pay more for a hotel with higher review scoresOnce the customer moves down the decision-making funnel, at the planning, comparing and transaction stages, studies have shown that review sites have the most influence.223801 E Florida Ave. Suite 800Denver, CO 80210Sales: 866-360-8210 www.rezstream.comOnline Reputation To get started, make sure you claim your account, your complete your profile to offer as much information as possible, monitor and promoteIts crucial to focus on TripAdvisor, Google My Business, Bing Local, Yelp and other industry related websites like BedandBreakfast.com Ideally, you want to respond to every review, but if thats too challenging, its recommended to respond to the negative ones within 48 hours The format should follow:Thank the guest for their feedback Highlight any positives Respond to their complaints, i.e. explain how it will be addressed without being defensive Invite the guest back If need be, encourage them to contact the property directly by phone or email 233801 E Florida Ave. Suite 800Denver, CO 80210Sales: 866-360-8210 www.rezstream.comOnline Reputation If youre not using a tech tool to help you out, online reputation management can easily take up your whole day.There are a few tools that can simplify online reputation management.If you dont want to pay for a robust platform, you can use Google Alerts to be notified when your brand is being mentioned. 243801 E Florida Ave. Suite 800Denver, CO 80210Sales: 866-360-8210 www.rezstream.comPartner UpYou dont have the time to manage multi-channel marketing campaigns to maximize your bottom line- WE DO! You have access to experts who live and breathe these tacticsWith an agency, you get access to versatile professionals with proven backgrounds in business strategy, marketing, content marketing, communications, business strategy, graphic design, web design, internet marketing, and SEO. Because of these vast skill sets, they add great value when they contribute where needed. You benefit from an outside perspectiveImmersed in the day-to-day activity and wearing many hats so its challenging to see the forest for the trees.25Conclusion3801 E Florida Ave. Suite 800Denver, CO 80210Sales: 866-360-8210 www.rezstream.comGet a responsive website Utilize a mobile-friendly booking engineFocus on generating more direct bookingsPersonalize marketing messages Conduct search engine optimizationInvest in managing your online reputation26ConclusionEmail: Liz.Day@RezStream.com Direct Line: 303-872-0214 Get Connected:www.Facebook.com/RezStreamwww.Twitter.com/RezStreamwww.Plus.Google.com/+Rezstreamwww.RezStream.com/Blog3801 E Florida Ave. Suite 800Denver, CO 80210Sales: 866-360-8210 www.rezstream.com27