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A solid marketing strategy is critical when attracting new customers, loyalty, and branding for any industry. The hospitality industry is no exception. Desketing knows it is important to keep up with the latest digital marketing trends to help drive results by using clever design and strategic marketing tactics so we’ve decided to give you some trends in hospitality marketing.


Trend 1 – Social Media

A top trend that you can find in hospitality marketing is the effective use of social media. When used efficiently social media can be a great tool to gain insight from consumers whilst also allowing you to target specific people. In recent research, it has been shown that 97% of millennials share travel pictures and videos on social media and that 89% plan travel activities based on the content shared (The Drum, 2018).  It has been suggested that people are inspired by the opinions of others, with 70% of Americans say they look at reviews before making a purchase (The Drum, 2018). It is important that the hospitality industry uses this to their advantage. An example would be by sharing user-generated content, monitoring comments and hashtags and pinpointing locations through user check-ins. The information gathered can help gain insights on what customers want to see and the experience they want. This also creates brand awareness as well as connects the consumer to the content.

Trend 2 – Videos

If you haven’t already guessed, content is key. Content must be relevant, interesting and relatable. In recent times, it has become apparent that photo content is decreasing and short video interactions are increasing, it has been estimated that 80% of internet traffic will be video content in 2019 (thatagency.com, 2018). This, however, is an amazing opportunity as videos can be an effective way to interact with customers whilst. 52% of marketers say video develop and push brand awareness (Campaignmonitor.com, 2018).

Trend 3 – SEO Driven

As technology is changing, so is the way that consumers are searching for things. It is important to have an appropriate approach to the content that is being released. A current trend is to include long tail keywords or phrases (3 or more words) in your SEO strategy (Net Affinity, 2018). This is a cost-effective way to direct quality traffic to your website. SEO should also have voice search capabilities where possible. Voice search is becoming popular with 40% of adults now using this feature at least once a day (Net Affinity, 2018).

Trend 4 – Mobile Is A Must

Having a mobile-friendly website is a must for any industry, not just the hospitality industry. With society always on the run, it is important to have information at your disposal whenever you need it. Research shows that mobiles contributed 94% of year on year growth in e-commerce traffic in 2017(thatagency.com, 2018). The hospitality industry has such a potential when it comes to mobile-friendly use. Some of these include booking online, check in and itinerary updates which could also be developed into a loyalty app.

Trend 5 – Websites

When in the Hospitality Industry, it is vital to have a strong website and booking systems available. Ideally, a website with a booking agent that is easy to navigate contains correct information and is regularly updated is essential. Direct traffic is a result of a working system, however, correct hospitality marketing and promotions must be completed to drive direct traffic to your website.

Trend 6 – Personalisation

Personalisation is a key trend found in hospitality marketing. Simple things such as Personalising emails or geo-targeting allowing the business to send relevant offers based on location can make a huge impact.  Personalisation does not need to be obvious and can remain valuable even when the consumer is unaware of its presence (Econsultancy, 2018). It is important to remain true to your brand. There’s nothing worse than blending in with the competition. Guests appreciate when a company is authentic and often this reels the guests in by the experiences you offer.

We hope you have enjoyed our insights on trends that are happening in the hospitality marketing.  If you would know to know more, Desketing offers a range of Hospitality marketing. We can help you combat online booking agencies and discover how to attract more visitors and increase direct bookings for your hotel or restaurant through clever design and strategic marketing tactics. Contact us now!

You can speak to a Desketing design and marketing specialist by
calling 07 3220 3962 or request a callback.


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References
Blog.thatagency.com. (2018). 8 Hotel Marketing Trends for 2018. [online] Available at: https://blog.thatagency.com/hotel-marketing-trends-2018 [Accessed 27 Apr. 2018].

Campaignmonitor.com. (2018). 7 Travel & Hospitality Marketing Trends You Need to Know. [online] Available at: https://www.campaignmonitor.com/blog/email-marketing/2017/07/7-travel-hospitality-marketing-trends-you-need-to-know/ [Accessed 27 Apr. 2018].

Econsultancy. (2018). How six travel & hospitality brands use personalisation to enhance the customer experience. [online] Available at: https://econsultancy.com/blog/69207-how-six-travel-hospitality-brands-use-personalisation-to-enhance-the-customer-experience [Accessed 27 Apr. 2018].

Net Affinity Blog. (2018). 18 Hotel Marketing Trends For 2018 – Net Affinity Blog. [online] Available at: https://blog.netaffinity.com/infographic-18-hotel-marketing-trends-2018/ [Accessed 27 Apr. 2018].

The Drum. (2018). Why social media matters more than ever to hospitality marketing. [online] Available at: http://www.thedrum.com/opinion/2017/08/04/why-social-media-matters-more-ever-hospitality-marketing [Accessed 27 Apr. 2018].

Why SEO?

If I was an accountant, I would tell you SEO is a business expense. Now, If I swop on my Digital Marketer hat, I would tell you, SEO is really an investment, an asset and not an expense. It is the smart and logical thing to do in this day and age, considering how many of us are connected to the internet and your company website really represents, your company.

Think of your company as an individual. Then look at SEO best practices as humanising your company to a user who is visiting your website and interacting with it, trying to understand who this company is, what it does or sells.

 

What SEO is

At a high level definition, SEO is Search Engine Optimisation, where its main objective is to increase the number of visitors to a website page. This is achieved through implementing strategies to obtain a high ranked placement in a search engine’s unpaid search results on their search engine results page (SERP). 1,2

 

Some SEO Definitions

 “SEO stands for “search engine optimization.” It is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” search results on search engines.” 3
Why you should invest in SEO

Why you should invest in SEO

“Search Engine Optimization is the process of improving the visibility of a website on organic (“natural” or un-paid) search engine result pages (SERPs), by incorporating search engine friendly elements into a website. A successful search engine optimization campaign will have, as part of the improvements, carefully select, relevant, keywords which the on-page optimization will be designed to make prominent for search engine algorithms. Search engine optimization is broken down into two basic areas: on-page, and off-page optimization. On-page optimization refers to website elements which comprise a web page, such as HTML code, textual content, and images. Off-page optimization refers, predominantly, to backlinks (links pointing to the site which is being optimized, from other relevant websites).” 4

 

Reasons to Invest in SEO

  1. The earlier you invest in SEO, the greater your returns 5,6,13

The fact of the matter is the bulk of SEO benefits take time to return in compounding fashion. For example, as of today, the content you created a month ago has since accumulated and made positive contributions towards your domain authority from then. So the earlier you begin your SEO efforts, the more you will reap.

 

  1. Targeted Advertising 6,7

SEO facilitates targeting a segmented audience. For example you are able to specify keywords such as “premium designer headphones brands” as opposed to “headphone brands”. Most customers who go onto search engines, already know what they are looking for.  As such, more specific keywords (long-tail keywords, 3 or 4 words or more) are more effective and is a better way to connect with your customers.

 

  1. Your competitors have or are already implementing SEO strategies 5

The earlier your competitors start, the easier it is for them to attain a high ranking position on highly targeted keywords. The more gains they have made means the harder it is for you to share a foothold on those highly targeted keywords. It also means, they are targeting more and newer keywords and exploring, establishing further gains on new opportunities.

 

  1. SEO is more cost effective compared to PPC advertising 6,8

SEO is more sustainable in the long run in terms of cost and returns, whereas Pay Per Click ads generate more money in the short term. As you progress upwards in your search rankings, you can naturally anticipate residual traffic from other search engines once you have obtained the results.

 

  1. SEO lead increases your brand’s credibility 9,10,13

When you rank high in search results, it implies that you are a force to reckoned with in your field. Listing on the first page of SERP no doubt will help increase conversion rates which will increase your brand equity, trust and loyalty overall. Industry SEO leader Moz has researched and showed over 70% of clicks happen on page one of search results.

 

Why you should search engine optimise

Why you should search engine optimise

You should also be aware that the dynamics of SEO is constantly evolving and you will need to continue the investment long term to realise its full potential – this is because, Google changes their algorithm frequently.11 Thus, SEO is also about ensuring your site is robust and users can find what they want on your site. There is not much point in driving numbers to your website and not continuing the optimisation process to convert that traffic.

SEO should be viewed as a way of life for your website – to improve its overall user-friendliness, to build and refine suitable content, that will overall lend efforts in creating an online presence users find appealing, trustworthy, informative, useful. Good SEO is beyond attracting and directing traffic.  The essence of good SEO will stem further into strong user experience and together, that will sustainably grow conversion numbers and brand equity in the long term.

 

 

References

  1. Webopedia. 2016. SEO – search engine optimization(optimizer). [ONLINE] Available at http://www.webopedia.com/TERM/S/SEO.html. [Accessed 21 Oct 2016].
  2. Wikipedia.2016. Search engine optimization. [ONLINE] Available at https://en.wikipedia.org/wiki/Search_engine_optimization. [Accessed 21 Oct 2016].
  3. Search Engine Land. 2016 What Is SEO / Search Engine Optimization? [ONLINE] Available at http://searchengineland.com/guide/what-is-seo. [Accessed 21 Oct 2016].
  4. What Is SEO? 2016. What Is Search Engine Optimization (SEO)? [ONLINE] Available at http://www.whatisseo.com/. [Accessed 21 Oct 2016].
  5. Entrepreneur. 2016. 5 Reasons You Need to Invest in an SEO Campaign Right Now. [ONLINE] Available at https://www.entrepreneur.com/article/275750. [Accessed 21 Oct 2016].
  6. Business 2 Community. 2016. Why You Need to Invest in SEO in 2016. [ONLINE] Available at http://www.business2community.com/seo/need-invest-seo-2016-01452136#fKDVK5r4hTTTi8Ts.97. [Accessed 21 Oct 2016].
  7. WordStream. 2016. Long-Tail Keywords: A Better Way to Connect with Customers [ONLINE] Available at http://www.wordstream.com/long-tail-keywords. [Accessed 21 Oct 2016].
  8. Forbes. 2014. 7 Reasons Why Your Business Should Invest in SEO. [ONLINE] Available at http://www.forbes.com/sites/steveolenski/2014/03/26/7-reasons-why-your-business-should-invest-in-seo/#673242e81337. [Accessed 21 Oct 2016].
  9. Forbes. 2015. The Top 10 Reasons You Need SEO. [ONLINE] Available at http://www.forbes.com/sites/jaysondemers/2015/11/03/the-top-10-reasons-you-need-seo/3/#7a270123365a. [Accessed 21 Oct 2016].
  10. Moz. 2014. Google Organic Click-Through Rates in 2014. [ONLINE] Available at https://moz.com/blog/google-organic-click-through-rates-in-2014. [Accessed 21 Oct 2016].
  11. MarketingProfs. 2016. Five Reasons You Should Not Invest in SEO This Year. [ONLINE] Available at http://www.marketingprofs.com/opinions/2016/29467/five-reasons-you-should-not-invest-in-seo-this-year. [Accessed 21 Oct 2016].
  12. Moz. 2016. Google Algorithm Change History. [ONLINE] Available at https://moz.com/google-algorithm-change. [Accessed 21 Oct 2016].
  13. Main Street ROI. 2016. The Top 5 Reasons to Invest in SEO. [ONLINE] Available at https://www.mainstreetroi.com/the-top-5-reasons-to-invest-in-seo/. [Accessed 21 Oct 2016].

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How would you market your business if you don’t sell tangible or physical products? In this week’s 3-minute read, we share some tips, to set you thinking about the direction and concepts you want to consider when coming up with marketing plans for your professional services-based business.

 

1. Business Position, Target Markets, Business Solutions

To sell something, you need to understand or at least know it, where it can be positioned within the market, what it can do and who will need the product. Now, transpose that thinking to selling a firm’s services to potential clients. You should then think about the firm’s:1

  • Identity and purpose
  • Target market(s)
  • Tactics or techniques
  • Your clients’ top three business needs
  • Business solutions derived for your clients’ needs

 

2. A Strong Client-based Focus

Client Focused Business Solutions

Client Focused Business Solutions

Clients want their solutions. They want their problems resolved and not just addressed. I mean, that is why they go to any service provider in the first place. If they could have resolved it on their own, they probably half would. So, think about your clients’ business needs. Focus on what they want achieved and how your company can give them solutions they actually want. Translate that thinking into actual or fact-based examples or case-scenarios. A good story with a real result can rival fairy-tales.

3. Marketing Strategies

Marketing Strategies and Ideas for Professional Service-based Firms

Marketing Strategies and Ideas for Professional Service-based Firms

Marketing strategies you can implement that will add value to your company’s brand online:3

  • Market research
  • High performing website
  • Web analytics, Search Engine Optimisation (On-site and Off-site)
  • Social media, Blogging, Email marketing, Re-Marketing
  • Advertising in industry publications

4. Business Niche

Swimming in the sea together with the many other service providers, you really want to stand out as the real solution gun. You want to think about niche targeting and the areas of expertise you specialise in. In today’s world, you will need to be a specialist in some form of art or science. It will immediately set you apart from the competition.

5. Sponsorships, Establish Goodwill within the Wider Community

Get your business involved with your local community and industry. Contribute to industry journals, blog on your website, participate or sponsor local community events that resonates with your firm. It functions as a vehicle for your business to be engaged with the wider audience and it also allows your business to be out there. It could also be a great opportunity to team build together internally and with the wider community.

Professional services-based firms marketing strategies

Professional services-based firms marketing strategies

 

Other Related Reading

10 big mistakes professional service firms make with their online marketing

https://www.onerabbit.com.au/blog/2013/09/10-big-mistakes-professional-service-firms-make-with-their-online-marketing/

The essential ingredients of a B2B Digital Strategy

http://www.smartinsights.com/b2b-digital-marketing/b2b-strategy/digital-marketing-strategy-professional-service-firms/

 

References

  1. MindShare Consulting LLC. 2016. Five Myths of Professional Services Marketing. [ONLINE] Available at http://mindshareconsulting.com/five-myths-marketing/. [Accessed 23 September 2016].
  2. 2015. 10 Essential B2B Marketing Strategies to Grow Your Professional Services Firm. [ONLINE] Available at http://www.business2community.com/marketing/10-essential-b2b-marketing-strategies-grow-professional-services-firm-01188863#OuU1a4KMub3BgwW3.97. [Accessed 23 September 2016].

 


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This week we look at traditional marketing and digital marketing. This 5-minute read won’t be the final word, but you will have enough to think about what is best for your business. Traditional or digital?

You’re thinking of marketing your company’s products and services. Like every other company, you feel you need and want a website. You’re also thinking SEO, PPC, Twitter, eDMs, email marketing and social media. How about flyers, brochures, print advertisement in the local papers, 30-second time slot on the local radio or advertising on that billboard you pass by every morning on your way to work? Does any of that still work?

 

Death Prophecy of Print

Print is dead. Uh-huh.

We were promised, or so, the death of print since the 1990s. It is like the prophecy that never renounces itself or thoroughly crystallises. In Australia, we even began participating in the 2016 Census online.But that should be another story on its own.

In the UK, they are experiencing circulation growth of British current affairs magazines such as The New Statesman, Private Eye and The Spectator.2 The ABC reported half of the news and current affairs magazines they audited, increased their circulations in 2015.3

Figures taken from PressGazette source3,4: http://www.pressgazette.co.uk/mag-abcs-price-cut-and-give-away-copies-help-cosmopolitan-lead-growth-womens-fashion-and-lifestyle/ & http://www.pressgazette.co.uk/magazine-abcs-private-eye-print-sales-rise-to-30-year-high-as-economist-reports-1-5m-global-circulation/

Figures taken from PressGazette source3,4: http://www.pressgazette.co.uk/mag-abcs-price-cut-and-give-away-copies-help-cosmopolitan-lead-growth-womens-fashion-and-lifestyle/ & http://www.pressgazette.co.uk/magazine-abcs-private-eye-print-sales-rise-to-30-year-high-as-economist-reports-1-5m-global-circulation/

 

In India, you will find the largest English-language newspaper circulation. Her newspaper industry grew two-thirds to US$4.37 billion in 2010 from US$2.64 billion in 2005 according to EY.5  KPMG estimates regional Indian newspapers will grow between 12% to 14% for the next few years.Bear in mind, internet access is not prevalent in most areas of India. Radio, TV and newspapers remains the bread-and-butter channels of disseminating information there.5

In Australia, Fairfax Media effected seven rounds of redundancies since 2004. Its most recent in March 2016 impacting 120 journalists.6,7 The company has also closed down two news print sites, newsrooms, foreign bureaus, reported print advertising revenue down 14% in February 2016 and announced a major restructure where they waved “bye” to the editor-in-chief of the Age – Andrew Holden.7,8 Despite all that, in a released statement they still maintained they would continue to publish across print and digital.7

Newspaper print is a die-hard breed despite the rise and rise of digital.

 

The Future Paved with Print and Digital

Traditional has proven itself

As easy as it is to realise digital marketing is growing at the expense of traditional marketing methods, it is just as straightforward to acknowledge that traditional marketing still works. Certainly, there hasn’t been sufficient evidence to suggest we should write off classic advertising methods mainly because it has proven to work and still does.

We have also been exposed to traditional marketing way longer than digital marketing and it can easily reach a large audience, giving great exposure. That exposure breeds familiarity. Innate qualities within the human judgement and thinking process favours what we are familiar with. 9,10  Simply put, traditional marketing is familiar, trusted and we like it.

Use Digital to do some or more of your talking

The other reality is that the core principles of marketing hasn’t really changed, but the way we communicate has and we have also developed new tools to do that through the emergence of the internet and social media.

Each advertising medium carry their own strengths and weaknesses. It is important to understand each communication channel, so as to choose the most appropriate, to best deliver your message to your audience.

 

Have the Best of Both Worlds

Finding that balance

Excerpt of Q&A between The Conversation and international marketing expert Philip Kotler sourced from http://theconversation.com/qanda-philip-kotler-on-whether-traditional-marketing-is-dead-34121

Excerpt of Q&A between The Conversation and international marketing expert Philip Kotler sourced from http://theconversation.com/qanda-philip-kotler-on-whether-traditional-marketing-is-dead-34121

 

Also, the best of traditional and digital marketing have already amalgamated. For example, we used to only have paper panel billboards. Today we also have digital billboards – alight with LEDs and it’s a smart application of new digital technology.

Traditional and Digital Marketing Applications

Traditional and Digital Marketing Applications

 

Message, channel, customer

Craft the customer’s journey as to how you want the customer to know your brand, product or service.

  • Disseminate your brand and information through digital billboard, TV and print advertisements – incorporate “call-to-action” prompting the audience to look for more information on your website
  • On your website, continue those leads by building them into your database
  • Follow up those database leads with digital marketing tactics like social media, eDMs to build relationships with those customers

By integrating the best of both traditional and digital marketing, you expose your brand to more audiences, and you also cater to targeted audience demographically. You want to reach the masses and build personal relationships at different points of that customer journey.

Know and understand your customer, know what message you want to send them and choose the most appropriate communication channel.

Reach out to us. Desketing can help you define the customer journey for your business and build that winning marketing strategy.


Other related reading

6 Traditional Advertising Strategies That Still Work

http://yfsmagazine.com/2015/08/05/6-traditional-advertising-strategies-that-still-work/

Why Ebooks Are Inspiring A New Age of Print

http://www.huffingtonpost.com.au/entry/ebooks-new-age-print_n_2040602

92 Percent of Students Prefer Print Books, New Study Shows

http://www.huffingtonpost.com.au/entry/print-textbooks-vs-ebooks_us_56ba4091e4b0b40245c4534e

Paper Beats Digital In Many Ways, According to Neuroscience

http://www.forbes.com/sites/rogerdooley/2015/09/16/paper-vs-digital/#6be50b721aa2

 

References

  1. Australian Bureau of Statistics. 2016. Census of Population and Housing. [ONLINE] Available at https://stream20.census.abs.gov.au/eCensusWeb/welcome.jsp#top2. [Accessed 12 Aug 2016].
  2. The Guardian. 2016. Current affairs magazine are defying the death of print. [ONLINE] Available at https://www.theguardian.com/media-network/2016/mar/14/current-affairs-magazines-defying-death-print. [Accessed 12 Aug 2016].
  3. 2016. Current affairs magazine ABCs, 2015: Spectator, New Statesman, Private Eye and Economist all grow in election year. [ONLINE] Available at http://www.pressgazette.co.uk/current-affairs-magazine-abcs-2015-spectator-new-statesman-private-eye-and-economist-all-grow. [Accessed 12 Aug 2016]
  4. 2016. Magazine ABCs: Private Eye print sales rise to 30-year-high as Economist reports 1.5m global circulation. [ONLINE] Available at http://www.pressgazette.co.uk/magazine-abcs-private-eye-print-sales-rise-to-30-year-high-as-economist-reports-1-5m-global-circulation/. [Accessed 12 Aug 2016]
  5. 2016. Print Media Isn’t Dead, It’s Just Moved. [ONLINE]. Available at http://www.forbes.com/sites/freddiedawson/2016/01/31/print-media-isnt-dead-its-just-moved/#46186dea9dc8. [Accessed 12 Aug 2016].
  6. The Conversation. 2016. Journalism isn’t dying – there’s even room for optimism about print. [ONLINE] Available at http://theconversation.com/journalism-isnt-dying-theres-even-room-for-optimism-about-print-56622. [Accessed 12 Aug 2016].
  7. The Guardian. 2016. Fairfax Media journalists on strike until Monday after 120 jobs axed. [ONLINE] Available at https://www.theguardian.com/media/2016/mar/17/fairfax-media-to-shed-120-journalists-in-attempt-to-slash-costs. [Accessed 12 Aug 2016].
  8. The Guardian. 2016. The Age editor-in-chief Andrew Holden quits as Fairfax Media restructures. [ONLINE] Available at https://www.theguardian.com/media/2016/feb/17/the-age-editor-in-chief-andrew-holden-quits-as-fairfax-media-restructures . [Accessed 12 Aug 2016].
  9. CustomerThink Corporation. 2016. Why Traditional Marketing Hasn’t Died. [ONLINE] Available at http://customerthink.com/why-traditional-marketing-hasnt-died/ . [Accessed 12 Aug 2016].
  10. 2016. Mere-exposure effect. [ONLINE] Available at https://en.wikipedia.org/wiki/Mere-exposure_effect. [Accessed 12 Aug 2016].

 


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