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

Overall Mobile Use

XSource: 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

30 hours of video uploaded

Every Minute on the Internet

100,000 tweets

204,000,000 emails

Source: Intel

© 2013 - Tim Peter & Associates

Mike Moran

© 2010 Mike Moran© 2012 Mike Moran Group LLC16 © 2012 Mike Moran Group 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

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: timpeter.com

Phone: 201-305-0055

Email: tim@timpeter.com

Twitter: twitter.com/tcpeter