Google recently presented their vision for how display advertising is likely to evolve by 2015…these seven predictions are something all marketers worth their salt absolutely MUST be informed and aware about.
To summarize, here are the broad predictions:
- 50% of ad campaigns will include video ads bought on a cost-per-view basis
- 50% of ads will be bought using this real-time bidding technology to tailor experiences for different viewers
- Smartphones / mobile is going be the number one screen for digital brands to engage users
- There will be at least five metrics that advertisers will regard as more important than the “click”
- 75% of web ads will be “social” in nature i.e. Ads will be shared, discussed, subscribed to and recommended
- Rich media formats enable great creativity and interaction – these will grow from 6% of display ad impressions to 50%, especially for brand building campaigns
- Digital display advertising is going to grow to a $50 billion industry
It’s interesting to see how the buzz around social media and related developments has gradually grown over the past two years in the hotel industry. In 2008 social media was still considered a fad and made the odd appearance here and there in hospitality news media…now in 2010 you hardly find any hotel news publication, hotel blog or newsletter worth their salt without the token social media piece.
Looking at the wide variety of hotel social media articles, however, it appears very clear that the technology adoption curve (or diffusion of innovation) is alive and well. Every hospitality blogger and hotel news company is talking about social media…but the articles (and authors) clearly follow the curve. I thought it’d be fun to list some of the types of social media articles and blogs currently making the rounds atop the diffusion of innovation curve…here goes:
Continue reading “Hotel Social Media Articles and the Diffusion of Innovation”
Save Money and Build Relationships with Direct Digital Marketing
By Brian Deagan
Despite unpredictable economic conditions, one truth endures for the hospitality industry – there is always room for improvement to the guest experience. In tough economic times, improving the guest experience is a worthy investment because the seeds of loyalty blossom into a strong relationship when the spending freeze thaws. In ideal economic times, competition peaks and the key differentiator guests evaluate when determining where to spend their time and money is the experience. Positive statements about “improving the guest experience” are a constant in marketing meetings – but how? When resources are scarce, but investment in the guest experience is paramount, an efficient and accountable approach is vital. The most modern, effective, and accountable approach for improving the guest experience is found in direct digital marketing.
Direct digital marketing is a digital marketing method that delivers relevant marketing communications that are addressable to individuals through the primary online channels of email, Web, and mobile using an email address, a Web browser cookie, and mobile phone number, respectively. Hotel guests value personalized, relevant interactions whether they are on property, reading an email, booking a stay online, or reviewing a text message.
Two elements are necessary to properly execute the type of direct digital marketing programs that appeal to guests.
- First, avoid perpetuating organic market inefficiencies by seeking individual relationships for email, onsite targeting capabilities, and mobile marketing. The right direct digital marketing software partner must have multi-channel campaign delivery and management capabilities.
- Second, the content and campaign execution capabilities must live in the same software platform as the data environment. More, that data environment – usually referred to as a universal profile management system – must be designed specifically for direct digital marketing programs. Centralizing all important marketing data into the same on-demand software the content is in enables the truly unique segments and message targeting capabilities guests consistently respond to. For example, building a segment that takes a guest’s email activity, website browsing behavior, mobile interaction, past stay data, and preferences into consideration is ideal for creating a personalized and memorable guest experience.
Continue reading “Hotel Internet Marketing Strategy – Practical Tips for Direct Digital Marketing”
We accept the reality of the world with which we are presented. We’ve become bored with watching actors give us phony emotions. We are tired of pyrotechnics and special effects. While the world he inhabits is, in some respects, counterfeit, there’s nothing fake about Truman himself. No scripts, no cue cards. It isn’t always Shakespeare, but it’s genuine. It’s a life. – Christof (Ed Harris): The creator of The Truman Show
You may remember the above dialogues from an old big screen favourite, The Truman Show, released in 1998. The movie is above an insurance salesman who discovers his entire life is actually a TV show. While the comedy and irony of the script is quite entertaining, who amongst us has never felt like they were being ‘watched’? Whether it’s the TV version of ‘Big Brother’ or something out of the catacombs of government surveillance, the world’s become a big stage…but just who’s watching who? And what in the world does this have to do with hospitality?
You’ve got to agree that the way hotels work today are far removed from the inns of yore. Consumer access to information and improved transparency, at least in the shadowy world of pricing, has made many a ‘Basil Fawlty’ squirm and shudder. The Internet has been a great equalizer, but how far have we come…and what can hoteliers expect in the future?
Continue reading “Transparency, the Internet and good hospitality – All the hotel’s a stage…”
“Great…another lame social networking site. I don’t have time for this stuff! Heck, I hardly use my Facebook account…how do people manage to keep these things updated anyway?” exclaims a fellow hotelier. On some days and with certain social networking offshoots I’d be inclined to agree. However Twitter is truly something else.
Although it’s hard to take a count, there are at least 140 ‘popular’ social networking sites, varying in community focus, from business networks to friend feeds to photo enthusiast platforms. MySpace and Facebook lead the pack, with Compete.com ranking Twitter the 3rd largest, with a population of approximately 6 million users and 55 million visitors per month.
Continue reading “Social lessons from Twitter”
Here’s a peek at the hotel guest experience in the near future. With mobile phones becoming an increasingly important marketing and CRM channel, improving technology and awareness will soon allow hotel marketers to enhance the hotel guest interaction, in a very similar way to what’s described below…
Hotel Booking and Research
Sam wants to book a hotel for an overnight stay in a nearby city in a weeks time.
He visits a website to look for hotels to see what’s available.
He sees a hotel he likes and book a room online.
Continue reading “Hotel Mobile Marketing – A Hotel Guest Story From The Near Future”
I did a quick survey recently called the Twitterati Dozen. This was basically an online survey with 12 questions addressed to prominent and very active Twitter users, to obtain their thoughts on Twitter use, connections, peeves, best practices and more. A big thank you to those of you who participated – the survey link was posted on Twitter and 100% of the results obtained within the first 24 hours. The majority of survey respondents who were contacted directly are based in the United Arab Emirates / Dubai (60%). Other geo-locations include France, the Netherlands, Spain, UK and USA.
Continue reading “The Twitterati Dozen Survey Results – Twitter Use and Hotel Best Practices”